The President of high-end accessories house S. T. Dupont, on a visit to the company’s Qatar operation, gave us an insight into French luxury and how it forms the hallmark of the brand.

In the nearly two decades of your stint at S. T. Dupont, what have been the challenges of spearheading such a historic brand and how do you make it relevant to the new generations?
Navigating S.T. Dupont through nearly two decades has required a careful balance between tradition and innovation to resonate with new generations. Our core strengths – craftsmanship, quality and timeless design – remain at the heart of what we do. Yet, we have also embraced digital and social strategies to connect with a younger audience. We’ve diversified our product lines, introducing contemporary items like backpacks, sling bags and trendy pieces such as the lighter necklace and soon-to-come pen necklace to appeal to urban lifestyles. Our rebranding last year was also significant in modernising the brand image while staying true to our heritage.

In your extensive experience working in diverse markets worldwide, what is that one aspect consumers seek from a luxury offering?
Consumers today seek authenticity in luxury – genuine, wellcrafted items that reflect heritage and quality. At S.T. Dupont, we pride ourselves on preserving traditional craftsmanship, which is increasingly valued by discerning international customers. In some markets, especially in emerging regions, the demand for high-quality, ‘Made in France’ products continues to grow, highlighting the importance of authentic luxury.

You are an active member of prestigious associations such as Comité Colbert (an association that promotes the concept of luxury). What three things do you consider to be the paragon of French luxury and heritage?
I believe the true essence of French luxury and heritage lies in craftsmanship, cultural heritage and timeless elegance. These are the cornerstones of what makes French luxury unique and deeply admired around the world. At S.T. Dupont, we stay true to our core business – malletier/leather goods manufacturer since 1872 – while infusing modern touches into our products. This blend of tradition and innovation sets S.T. Dupont apart as a symbol of French luxury.

How do you define your leadership style and what do you do to bring out the best in your team?
My leadership style is collaborative and results-oriented. I foster a supportive and inclusive environment that empowers my team. This means encouraging open communication, creativity and a sense of ownership among team members. When recruiting, I seek individuals passionate about craftsmanship who can adapt to a dynamic global market. At S.T. Dupont, integrity is non-negotiable; we uphold our brand’s heritage through transparency and respect for our legacy. These qualities ensure that every team member contributes meaningfully to our success.

How do you see the luxury market in Qatar aligning with S. T. Dupont’s goals and what has been your most enjoyable experience during your visit?
It is a dynamic and growing market with a strong appreciation for high-quality products and craftsmanship. Qatar’s cultural alignment with European luxury traditions makes it an ideal market for us, where we can showcase our heritage while catering to affluent, discerning consumers.
My most enjoyable experience here has been interacting with the vibrant and diverse local culture. The warmth and hospitality of the Qatari people, coupled with their deep appreciation for art and luxury, have made my time here truly memorable. I would describe Qatar as a place where tradition meets modernity, creating a dynamic and exciting environment that blends heritage with contemporary luxury. ✤