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After taking over Tiffany, LVMH continues its jewellery conquest by offering itself the exclusive right to use the name of Vendôme, a town in the Loir-et-Cher, for “any creation of collections and products related to jewellery and watchmaking”, in return for 10,000 euros and jobs.

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A world symbol of luxury jewellery for two centuries and an iconic place in Paris, the name Vendôme is already familiar to Louis Vuitton which inaugurated one of its finest boutiques there in 2017, replacing the Italian jeweller Buccellati, now owned by Richemont.

In addition, the world number one has long-standing links with the town. In September, its subsidiary Louis Vuitton opened a leather goods workshop there, in a former abbey in the Rochambeau district, restored by LVMH, which has invested several tens of millions of euros. On the outskirts, a second workshop is under construction for 2021 and has provided a total of 500 jobs.

This operation contributed to the approval of the city council for the brand/name transfer contract. “The town council approved the terms of the transfer contract (…). Out of 33 councillors, all sensitivities combined, there were only two votes against and two abstentions”, said Laurent Brillard, the mayor.

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Photo à la Une: © Louis Vuitton

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