Jean-Francois Sberro spent 14 years at Hublot helping scale it from $30M to nearly $1B before joining Jacques Marie Mage as President. In this highlights episode, he breaks down how JMM disrupted luxury eyewear by doing the exact opposite of every industry convention—thick acetate when everyone went minimal, limited drops of 450 pieces, zero advertising spend, and storefronts with no visible branding. JF shares insider perspective on LVMH's current slowdown across multiple categories, why "quiet luxury" isn't a trend but a business strategy, and how restraint and scarcity built one of the most obsessed-over brands in fashion.

CHAPTERS:

00:00 Growing Up in Marseille: Why Every French Kid Dreams of Luxury

1:00 A Hublot Masterclass: $30M to $180M in 4 Years

1:30 Scaling to Nearly $1 Billion

2:01 Understanding Luxury's Nuance: Hard vs Soft, Counter-Cycles

3:09 The Cognac Crisis, Champagne Struggles, and China's Impact

4:48 How to Nail The Limited Drop Strategy

6:14 Build a Cult Following Without Spending on Advertising

6:59 Why Tom Ford Loves JMM

8:12 How to Master Production: The Art of Design

8:42 How to Know You’re on The Right Path