A Passion for Bringing People Together
For as long as I can remember, I have loved organizing events. There is something truly special about bringing people together, creating memorable experiences, and allowing them to connect with the DNA of a brand, an organization, or a celebration. Whether it was corporate event planning, weddings, or product launches, my passion has always been in curating moments that leave a lasting impact.
When I first met Guillaume Chabrières, founder and CEO of Chab Agency, I was immediately intrigued and inspired. One of my favorite expressions when discussing entrepreneurship is that it feels like "a constant fireworks display of ideas—a never-ending stream of creativity fueled by imagination." But what excites me the most is when individuals or companies collaborate toward a shared vision.
Meeting Guillaume was inspiring because, like me, he is originally from France. His portfolio left an even stronger impression on me—featuring collaborations with some of the most renowned names in the luxury industry, including powerhouse groups like LVMH and Richemont, as well as iconic brands such as Cartier, Bulgari, Chanel, Tiffany & Co., Dior, Gucci, and many more. What started as an introduction quickly evolved into an in-depth conversation about the luxury event industry, its contrasts with other sectors, and the strategies brands can employ to elevate their presence in an ever-evolving marketplace.
So, let's dive into our conversation with Guillaume and explore his insights on luxury, craftsmanship, and the future of high-end experiences.
Luxury is Not Just a Product—It's an Experience
Thomas: Guillaume, you've spent years crafting immersive luxury experiences for some of the most iconic brands in the world. How do you see the intersection between luxury event design and high-end watchmaking?
Guillaume: The parallels are striking. In both industries, excellence is non-negotiable. Whether it's the precision engineering of a watch movement or the seamless orchestration of a luxury brand event, the goal is to create something timeless. At Chab Agency, we translate strategic brand objectives into tangible, unforgettable moments. Similarly, WatchDNA and Northern Watch Services Inc. ensure that a timepiece is more than an accessory; it's an heirloom, a piece of history, a reflection of its owner's identity.
Canada: A Growing Luxury Market with Untapped Potential
Thomas: While Europe and Asia have long been the epicenters of luxury, we're seeing significant shifts in North America, especially Canada. What's your take on this evolution?
Guillaume: Canada is a fascinating market right now. Traditionally, luxury consumption has been concentrated in major hubs like New York, Paris, and Hong Kong. But today, we see Canadian consumers demand more personalized, high-touch luxury experiences. Brands that understand this shift, those that integrate storytelling, heritage, and exclusivity, are the ones that will thrive.
From an event perspective, we're seeing more demand for curated, intimate experiences rather than large-scale showcases. The Canadian luxury buyer wants authenticity and craftsmanship, so businesses like Chab Agency & Northern Watch Services Inc. are perfectly positioned to grow. The appreciation for fine watchmaking here is growing, and clients are increasingly seeking knowledge, not just a transaction.
The Value of Time: Luxury and the Art of Patience
Thomas: In the watch industry, it is often said that a great timepiece is an investment in patience—both in its craftsmanship and in the way collectors build their collections over time. Do you see a similar philosophy in the luxury event space?
Guillaume: Absolutely. In a world obsessed with speed, true luxury is about slowing down. Whether it's waiting for a bespoke timepiece to be serviced by a master horologist or crafting an event that unfolds like a perfectly choreographed symphony, the best experiences take time. This is especially relevant as we look at the future of the luxury industry. Consumers in 2025 and 2026 will be more discerning than ever. They will prioritize experiences that reflect depth, expertise, and long-term value. The brands that succeed will be those that embrace patience—whether through the meticulous restoration of a vintage Patek Philippe or the creation of an immersive brand journey that leaves a lasting impression.
The Future of Luxury: Craftsmanship, Technology, and Human Connection
Thomas: If you had to make a bold prediction for the luxury industry in the next two years, what would it be?
Guillaume: We're heading toward a renaissance of craftsmanship. Over the last decade, technology has played a massive role in luxury: AI, digital fashion shows, and metaverse experiences. But ironically, the more digital we become, the more people crave the tactile, the handmade, the irreplaceable. This is where high-end watchmaking and luxury events converge.
In 2025 and 2026, we'll see a greater emphasis on heritage, personalization, and human connection. Brands that master the balance between innovation and authenticity will lead the way. And Canada, with its growing appreciation for luxury craftsmanship and experiential design, will be an exciting space to watch.
Final Thoughts: Building the Future of Luxury Together
Thomas: If you could leave luxury brand leaders and entrepreneurs with one key insight, what would it be?
Guillaume: Think beyond the product. Luxury today is about creating emotional resonance. Whether it's a watch, an event, or a service, the real value lies in the story, the artistry, and the personal connection it fosters. As we step into this new era, collaborations like the one we're discussing today will be the key to redefining what luxury truly means.
Ready to elevate your next brand experience?
Let’s craft something extraordinary—together. Whether launching a product, hosting a VIP event, or reimagining brand presence, the right partnership can help connect with audiences in the most meaningful way.
Learn more more Chab Agency
Connect with Guillaume Chabrières Linkedin
Read more from WatchDNA founder & Watch enthusiast Thomas J. Sandrin, MBA
