Normally the watch companies are the ones who release the finest books documenting the history and heritage of their brands. Though it wasn’t until recently when confronted with the history of iconic french trunk maker Goyard that I realized just how exceptional a company archive book can be.
In releasing the book, Goyard partnered with the storied Parisian publisher Devambez to release 233 editions, which will each set you back a healthy sum of 6000€ (not including shipping or VAT tax or any customization that you do to the case). The 233 number is symbolic because it is the address of the original Goyard store on rue Saint-Honoré in Paris. Each book is painstakingly made by hand by the finest artisans in France and comes in its own individually numbered, fully custom Goyard case.
The book contains a massive amount of documents and images from Goyard’s nearly 160 year history. I was completely enamored with the old catalog images and historical travel photos that are included. It all comes together to make the book a true working reference of Goyard and so much more than just a collectible item. I was told that Pierre Tzenkoff, who runs Devambez, spent more than eight years combing the archives and working on making this book. The results are easy to see and much easier to appreciate.
There are some books still available, though only through special order. The way to go about this would be to schedule a meeting with Pierre Tzenkoff (through the Devambez website) so he can walk you through the process of making this book and the history of Goyard. It is a personal process very much serving the spirit of the publication.
It should also be said that a handful of books have also been donated to major libraries around the world —so everyone, regardless of bank balance, can see first hand a book like no other on earth.
A real photo of the trunk conveyor system at a Parisian train station in the early 1900s.
The signature feature is the Rolls Royce Wraith’s Starlight Headliner, consisting of 1,340 LEDs hand-sewn to create an effect of owning one’s personal night sky filled with stars...
Warning, content below represents a man's libidinous fascination with an automobile. It is not Lolita; after all Bradley Berman, the author, is not Nabokov and the Wraith is not underaged. Nonetheless, I find myself simultaneously repulsed... and seduced. - David J. Katz
Once upon a time… business success was based on providing a narrow segment of consumers with a narrow segment of products, uniquely suited to their needs, sourced and advertised locally, and sold at a local store.
Over time, the spread of mass media - TV, national newspapers and magazines - along with the expansion of national retail stores, and the growth of a global and highly efficient supply chain, led to a world of mass marketing, mass production, and massive retailers. The retail world moved from personalized products for localized, niche markets to mass-produced products for mass markets. Mass marketers thrive on "must-have" items - huge volumes of single styles, sold across many market segments to an audience of consumers eager to have the item they saw advertised in mass media, and which, in turn are produced in great scale and efficiency.
This strategy worked. Until it didn’t.