Shaking Up a Legacy

ST Dupont, a French luxury house with a history spanning a century and a half, embarked on a new chapter with the opening of its new Asia flagship store at Harvey Nichols in Pacific Place last December. Alain Crevet, the brand's CEO, sat down with Tatler to discuss the house's modernisation, the reintroduction of women's leather goods, and the strategic vision required to revitalise a legendary luxury name

- Ahy Choi

A luxury house earns legendary status not only through the quality of its products but also by becoming intertwined with people’s lives. Frenchman Alain Crevet had a personal connection to ST Dupont long before he assumed the role of CEO. “When I completed my university studies, my father, an avid cigar smoker, gifted me a Dupont lighter, which quickly became a cherished possession,” he says. “Many weekends were spent with my grandfather, indulging in cigars and cognac, and engaging in discussions about politics and history.”

The luxury manufacturer, with its 151-year history, has produced a wide array of luxury goods, including leatherware, lighters and pens, since its founding in 1872. Crevet joined ST Dupont in 2006 with a clear mission—to modernise the brand and, in doing so, reintroduce feminine glamour to the house.

ST Dupont is a brand with more than a century of history. What do you find most interesting about its heritage? 

What fascinates me most is the revelation that, 151 years ago, Dupont began his business as a maker of trunk travel cases and leather goods. Empress Eugenie, wife of Louis-Napoléon Bonaparte, was one of his first clients, ordering a custom travel case. This trend continued with other notable women of the 19th century; these travel cases were renowned for their inclusion of various accessories like brushes, lighters and cosmetic pouches. It surprised me because Dupont was most famous for its lighters and pens, and its image was often seen as more masculine. This is why I wanted to change that perception and embrace the heritage of the travel cases, which is what we are doing today.

What do you think it is about ST Dupont that makes it a favourite among political elites and other highly influential individuals?