MEISSEN JOAILLERIE 2014

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W O R L D O F M E I S S E N C O U T U R E ® THE WORLD OF MEISSEN COUTURE ® THE LUXURY BRAND MEISSEN COUTURE ® 1710 IS CONQUERING THE WORLD. THE SECRET OF ITS SUCCESS? AN AWARENESS OF TRADITION, SENSE OF BEAUTY AND THE COURAGE TO INNOVATE. MEISSEN COUTURE® 1710 – a name that stands for generations of tradition, royal style, sensuous elegance and international luxury like no other. In just five years, the manufactory in the Saxon town of Meißen, which was founded in 1710 by Elector Augustus the Strong, has reinvented itself – and is now conquering the hearts of art lovers across the world with its spirit of innovation and its focus on traditional craftsmanship and the values of the past. Today, the name MEISSEN COUTURE® 1710 represents an international luxury brand headquartered in Meißen and Milan, a fine porcelain service, extravagant furniture, textiles, lighting and more recently also a haute couture range that comprises high-quality jewellery and fine watches beautifully made by hand. How has it been possible for the 300-year legend that is MEISSEN® to blossom once again within just half a decade? Dr Christian Kurtzke, CEO, brand strategist and creative mind behind MEISSEN COUTURE® 1710, summarised this astonishing feat in just a few words: ‘Tradition is what you make of it. The rest is history.’ The source of inspiration for all the luxury segments that make up MEISSEN COUTURE® 1710 is the ® 14 J O A I L L E R I E
Discreet European luxury: with the hand-embroidered evening, cocktail and wedding dresses in its debut collection “Royal Blossoms”, MEISSEN COUTURE® 1710 has entered the magical world of haute couture. Just like the new MEISSEN COUTURE ® line, the fine living accessories and modern service in the MEISSEN HOME® deco range also pay homage to the unique artistic heritage of the MEISSEN® manufactory. company’s archive with its unique treasury of shapes and décors. Whether a ring made using artistic techniques, gown with detailed embroidery, necklace or cocktail dress, the traditional brand always creates its products using its large repository of historical MEISSEN® paintings and wealth of shapes from the archive, which is now more than 300 years old. It was therefore entirely logical that the unique Joaillerie collection “Royal Blossom” – intended as an innovative homage to the “snowball blossoms” that the famous artist Johann Joachim Kaendler created for Augustus the Strong in the 18th century – has now given rise to the debut collection “Royal Blossoms” with a range of wonderfully embroidered dresses. The new, very feminine jewellery collection “my little MYSTERY” also pays homage to the company’s handed-down traditions as gemstones were already being created from hand-painted MEISSEN PORCELAIN® even over 300 years ago. This is the context in which the exquisite women’s watches from the MEISSEN COUTURE® 1710 range should also be seen – with their fine dials made from wafer-thin MEISSEN PORCELAIN® that can also be painstakingly designed by hand on request. Many fairy tales begin with the words ‘Once upon a time...’ How lovely would it be if real life was sometimes even better than a fairy tale. Stories such as the “Wonder of MEISSEN®” – that was once a true story and remains so now, more than ever before – are the ones that conquer the hearts of those who love the beautiful things in life. Text by Sigrid Jürgens ® J O A I L L E R I E 15
Page 1: J O A I L L E R I E ®
Page 10 and 11: VILLA MEISSEN COUTURE ® , VIA MONT
Page 12 and 13: DISCREET EUROPEAN LUXURY THE WORLD
Page 16: MY LITTLE MYSTERY EVERY WOMAN HAS A
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M E I S S E N C O U T U R E ® 1. 2
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C O L O U R W O R L D S MAGIC THAT
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C O L O U R W O R L D S 1739 ROYAL
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C O L O U R W O R L D S MY LITTLE M
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MEISSEN JOAILLERIE 2014

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