If ever there was a brand that epitomised refinement, elegance and class, it has to be Alfred Dunhill. This is one name that literally needs no introduction, especially to denizens of the world of uber-exclusive luxury brands – luxury that is the privilege of the very few, very rich and very classy.
What sets it apart is that it is also one of the few exclusively-for-men brands in the world. Its diverse stable of products are designed to satisfy the discerning gentleman’s every need – menswear, leather goods, ties, belts, scarves and gloves, eyewear, key fobs, tie bars, money clips, cuff links, lighters, fragrances, jewellery, writing instruments, timepieces, gifts and games – a fairly comprehensive list, to say the least.
Incidentally, this brand also has a close association with another iconic British name – James Bond. The brand’s relationship with the Brit spy’s movie series began in 1962 when the production team requested a gunmetal cigarette lighter for Sean Connery’s introduction in ‘Dr No’, since it was Dunhill that produced one of the first butane gas lighters in the 1950s. Dunhill has since provided various accessories for the cinematic James Bond series.
THE BEGINNING
When Alfred Dunhill inherited his father’s saddlery business in London in 1893, he already had his finger on the pulse of the modern British bloke – who was speedily developing new passions like automobiles. Responding to this new demand, he developed a line of accessories called ‘Dunhill’s Motorities’. Pitching the company under the slogan, ‘Everything But The Motor’, the first collection included car horns and lamps, leather overcoats, goggles, picnic sets and timepieces, which was quickly lapped up by customers.
The brand quickly became renowned for its distinctly British identity, its quirkiness and its burgeoning and innovative product range, which included dashboard clocks, car coats and ‘Bobby Finders’. These were binoculars-cum-goggles, which Dunhill claimed were invaluable aids in spotting annoying roadside policemen! Then there were the pipes, leather goods, lighters and tobacco, board games, cricket balls and fishing rods. Dunhill also launched ingenuous and daringly designed timepieces.
In 1924, this venerable luxury goods label soon went international with some presence in Paris. Alfred also ventured into Japan and China way before the other brands could even make sense of these countries.
Today, Alfred Dunhill has transformed the inherent qualities of masculinity, ingenuity and Englishness into a contemporary attitude that is relevant to an international consumer. It provides a distinctive point of view with products that are sharp, urban and always with a twist of ‘more than meets the eye’.
TOWERING OVER THE REST
As a brand Alfred Dunhill towers above the rest, simply because of its brand positioning. It only caters to those who do not flaunt brands for the sake of the name. Its archetypal wearer is the thorough gentleman.
For such a man, the product is not a necessity – it is a pleasure. Style, wit in gentlemanly moderation and perfect manners are essential features of his masculinity – much like the brand’s founder.
And, of course, true to its intrinsic brand value, Alfred Dunhill’s endorsement are also understated and restrained. Its campaign, called ‘Voice’, is focused on celebrating brilliance.
Voice’s casting pays no regard to age, look, status or trend. It is wonderfully simple – a series of black and white portraits with each subject dressed in a Dunhill outfit of their own choice. This campaign has some extremely talented personalities from diverse spheres endorsing the brand, like actor John Hurt, documentary maker James Marsh or architect David Adjaye.
FULFILLING LUXURY
Providing its clients with the complete luxury experience is something that only brands with a very high brand value can do. Dunhill has done just that by building a series of retail emporiums for men. The ‘Homes of Alfred Dunhill’ in London, Shanghai, Tokyo and Hong Kong, aim to allow the customer to live the brand. The retail environment is distinguished by a range of services – including a bespoke tailoring service, barber’s shop, bar or restaurant, screening room and spa.
Its eyewear, of course, more than matches the brand’s innate style and elegance. The Alfred Dunhill eyewear collection is made up of three lines: Dunhill Club, Dunhill Classic and Dunhill Ultimate, which are dominated by classically masculine colours.
The pursuit of male indulgence through exceptional service, luxurious environments and the finest products that display innovation in both design and function is how the brand sums up its philosophy – we surely agree!
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The latest collection from Alfred Dunhill:
For its Autumn Winter 2012 collection, Alfred Dunhill has added 11 new models to its existing range. Eyewear made of premium Italian block acetate and metal spectacles with acetate sides supplement the Dunhill Club line, while two new colours – burgundy marble and blue marble – were added to complement the existing acetate colours.
These are reminiscent of marble, which were inspired by Dunhill writing instruments. The new expanded Dunhill Classic eyewear range too has eyewear in gold and olive.
