Grace Gordon

In this industry, you sometimes become something like a sailor, checking the prevailing winds to see how they are blowing. Adjust accordingly. So far, in this tumultuous year of 2026, we have gauged trade wars, real wars, and shifting geopolitical allegiances, all while navigating the unexpected consequences of a place that few of us ever want to speak about again (the Strait of Hormuz).

A standing ovation at Cannes? Probably clocks in at an average of 10 minutes. A 10-minute standing ovation at a fashion show? You’d be lucky to get a few polite handpats at the end when the designer emerges because by that time, at least, everyone has shot their content. I know this sounds cynical, but bear with me. The occupying force of the phone has been a boon for the fashion industry, but in reality, it can really get in the way of connecting with a collection.

There are watch brands that make a great deal of noise about who they are, and there are watch brands whose reputation precedes them so completely that the noise becomes unnecessary. As Theodore Roosevelt once famously said, “Speak softly and carry a big stick.” In the case of Vacheron Constantin, the stick is its legacy.