Cartier and EMiLUX: Creating excellence through innovative synergies

Jamila Halloum, Digital Senior Manager, and Victoire Yang, Digital Insights Manager at Cartier, recently shared their experiences of working with students from SDA Bocconi’s Executive Master in Luxury Management (EMiLUX) program.

We recently sat down with Jamila Halloum, Digital Senior Manager, and Victoire Yang, Digital Insights Manager at Cartier, to talk about their experiences of collaborating with students from the Executive Master in Luxury Management (EMiLUX) program of SDA Bocconi. The partnership, launched in October 2020, brings fresh academic insights to Cartier’s legacy, creating a synergy that has both impressed and surprised the renowned luxury Maison.

Cartier’s involvement with the EMiLUX program goes beyond traditional corporate alliances and showcases the brand’s commitment to innovation and excellence. Gabriella Lojacono, EMiLUX Director, aptly describes Cartier as a luxury brand that “covers all the bases – from product development to customer experience, from craftsmanship to digital strategy.” The rigorous curriculum and global perspective of the program provide Cartier with a unique opportunity to engage with bright, forward-thinking students who bring new energy and insights to the table, reinforcing the brand’s position at the forefront of the luxury industry while shaping the leaders of the future.

Jamila and Victoire spoke enthusiastically about their collaboration with EMiLUX students. “The experience was extremely positive and refreshing,” said Jamila. “The students tackled a watchmaking project with outstanding enthusiasm and professionalism, delivering insights that far exceeded our initial expectations. From the initial presentations to the final business case delivery, they showcased a blend of strategic thinking and dedication that was truly impressive.”. 

The project began with Cartier presenting a detailed business case to the EMiLUX students. The objective was to explore opportunities within the watchmaking sector using a rigorous methodology that Cartier has perfected over years of industry experience. “We chose a business case with a clear and structured methodology to ensure the results were both practical and actionable,” explained Jamila. “This approach set the stage for a project that was both innovative and deeply rooted in practical application.”.

The students brought fresh, diverse perspectives that challenged conventional thinking. Each group approached the case uniquely, drawing on their varied backgrounds and professional experiences to deliver a broad spectrum of strategic recommendations. These ranged from product-oriented strategies to comprehensive communication plans, showcasing the breadth and depth of their insights and creativity.

One standout moment was when Cartier invited the top three student teams to present directly to their internal Marketing team. “The insights provided by the students reached the right people and have the potential to inform our future business strategies,” Victoire added. This level of impact highlights the tangible benefits of the collaboration and underscores the students’ ability to contribute meaningfully to Cartier’s strategic direction.

The speed of adaptation of the students to the luxury industry’s nuances was also particularly impressive. “They quickly embraced our environment and delivered quality work.” Jamila observed. 

Cartier’s partnership with SDA Bocconi and the EMiLUX program is a shining example of the value of industry-academia partnerships and their unrivaled ability to foster innovation, provide practical business insights and enrich both parties.

Cyrille Vigneron, CEO of Cartier SA, highlighted the strategic importance of this alliance, stating, “Collaborating with the next generation through our partnership with SDA Bocconi has been a rewarding experience during these past four years. The fresh perspectives and innovative ideas brought forward by the students, notably during business cases, have provided our teams with great insights. We are excited to continue fostering these relationships and look forward to the mutual growth and success that stem from this collaboration.”

The Executive Master in Luxury Management program, with its diverse cultural perspectives and exclusive behind-the-scenes experiences, offers a unique opportunity for professionals to unlock new doors, reach new goals and advance their careers in the luxury business without leaving their jobs. An intense post-experience modular program, that offers ECTS/ CFU credits and is taught over 15 months in Paris, Milano, Dubai, Los Angeles & Silicon Valley, Lausanne, Rome and London. 

SDA Bocconi School of Management