Paris Biennale des antiquaires: Could Luxury Wines join Haute Joaillerie and take part to this prestigious fair?

(More wine news on www.vitabella.fr) The 25th Paris Biennale des Antiquaires will take place from September 15th to 22nd in the Grand Palais, one of the most beautiful place in Paris. Some jewellery houses including Van Cleef & Arpels, Cartier or Harry Winston will display their finest wares alongside antiques. To this new edition, Vuitton (a newcomer to the haute joaillerie) will take part for the first year as well as Piaget. For some it may appear strange that these brands are now setting up shops at the Grand Palais in Paris while we would expect to see only fine antiques and arts, and not high jewellery. So why are these brands interested in participating to this event alongside tapestries or porcelain. In fact, jewellers want to reach a larger population than the strictly limited population they could reach through their shops. And at the same time they want to associate their names to other areas of creativity. Cartier understood it immediately and has been present since the first biennale. Over the last decade, the dramatic price increase for haute joaillerie and the internationalisation of the clientele changed the game rules. And being present at a fair full of wealthy and erudit international collectors now become a necessary privilege. Jacques Perrin, a member of both the executive committe at Syndicat National des Antiquaires and of the Biennale des Antiquaires recently said to the Financial Times: "Some people say to me 'why do you invite jewellers such as Harry Winston to the Biennale?' Because they pay for their booth is my reply. They too have rich customers and they sell luxury things." So why not luxury wine estates in a near future as the wine business also penetrated this luxury segment.With the reputation for producing the priciest and rarest wines in the world, the presence of some wine estates may be as natural sa some jewellers. Presenting wines in a prestigious fair which shows the most exceptional objects to a large public (it is in fact open to the public) and with a population of international connaisseurs would be a great opportunity for wine estates. Making contacts with existing and new clients and follow up with them when the wines will be presented in the home country of the collectors could be an advantage. Great wines are about art, craftmanship, excellence and brand's status. And in that sense, I would expect in the future to see some of them in this exceptional Biennale I would never miss.(More wine news on www.vitabella.fr)