Some get lazy on a beach and some get busy in Seoul in hot summer. Under blazing sun soon-to-be-married, raven-haired and porcelain-skinned Korean girls tirelessly prepare their wedding ceremonies. By an established practice, majority of weddings happen in late September-October when trees turn red and yellow. Of course, jewelries are central to preparations: a ring, a necklace, a pair of earrings and watch are the four must-haves for a bride and also battlefields for jewelry brands. This season Tiffany, Cartier and Boucheron are trending for rings, floral theme dominates necklace and earrings, while dichotomy of classics and modernity complicates a choice of watches.
Rather new to the Korean market, Boucheron is promoting hard to rival heavy-weights like Van Cleef and Arples, Chanel and Bulgari. Hermes which is hardly associated with bridal, gets an unexpected spot in the watch category. Shaped as the famous buckle, with a diamond setting, Hermes Watch have a delicate modernist aesthetics that appeals to certain Korean brides. Hermes and Boucheron examples reflect changes in Seoul : customers become more sophisticated and want more variety. In this state of heavy competition – Bon courage à tous!