Shaking Up a Legacy

ST Dupont, a French luxury house with a history spanning a century and a half, embarked on a new chapter with the opening of its new Asia flagship store at Harvey Nichols in Pacific Place last December. Alain Crevet, the brand’s CEO, sat down with Tatler to discuss the house’s modernisation, the reintroduction of women’s leather goods, and the strategic vision required to revitalise a legendary luxury name

By Ahy Choi

A luxury house earns legendary status not only through the quality of its products but also by becoming intertwined with people’s lives. Frenchman Alain Crevet had a personal connection to ST Dupont long before he assumed the role of CEO. “When I completed my university studies, my father, an avid cigar smoker, gifted me a Dupont lighter, which quickly became a cherished possession,” he says. “Many weekends were spent with my grandfather, indulging in cigars and cognac, and engaging in discussions about politics and history.” The luxury manufacturer, with its 151-year history, has produced a wide array of luxury goods, including leatherware, lighters and pens, since its founding in 1872. Crevet joined ST Dupont in 2006 with a clear mission—to modernise the brand and, in doing so, reintroduce feminine glamour…

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Tatler Hong Kong (Digital) - 1 Issue, March 2024

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