The contemporary marketing machine that powers Swiss fine watchmaking is, arguably, inextricably linked with the story of Hublot. Famously, the brand emerged from what was then a shocking idea: what if you combined gold with rubber in a luxury timepiece? Such watches are everywhere these days, from the most storied watchmakers to independents working with a completely classical mien. This fact alone was not enough to turn Hublot into the powerhouse it is today, with approximately 60,000 watches produced annually; the brand is one of the most prominent faces of Swiss watchmaking today, what with it being the official timekeeper of the FIFA World Cup, which you cannot have missed, even if you are not interested in the football (and call it soccer).
While all watch collectors associate Hublot with its former boss, the magnetic Jean-Claude Biver, its success is the result of the work of an entire team, one of whom is the current CEO Ricardo Guadalupe. Enticed by Biver to join him at Hublot in 2004, Guadalupe has been at the brand for all its hits, including the explosive trendsetter that was the Big Bang in 2005 and the controversial marketing campaign featuring former F1 supremo Bernie Ecclestone in 2010. That last one was about a literal hit, and correctly predicted a startling growth in criminals targeting the watch collectors in Europe.
Trends were a big deal for Hublot under Biver, who still urges watchmaking brands to seize the opportunity with unoccupied niches, or special offerings. Since Guadalupe took on the top job in 2012, Hublot has largely stayed the course, enshrining its forward-thinking approach in its own brand identity. “Hublot, in order to succeed, had to be different compared to other traditional brands,” Guadalupe told Gulf Business in 2021. “Why else would someone buy a classic Hublot from a 40-year-old brand when they can have beautiful watches from brands that have been in existence for over 100 years?”
We caught up with Guadalupe when he was in town a couple of months ago for the launch of the Hublot boutique in ION Orchard.
Before getting into the story of Hublot itself, you became CEO a little more than 10 years ago. How did you handle the challenge of stepping out of the shadow of Jean-Claude Biver? Arguably, his reputation continues to loom over the brand itself.
In fact, I was already in the brand since 2004, so (I know Mr Biver’s style)… and I was part of the brand’s success even before I took over (as CEO) in 2012. Of course, I am different from Mr Biver, who was very closely linked to Hublot (as a larger-than-life personality) and my priority when I took over was to have the brand stand on its own. The big challenge was to make the brand bigger and more important than any one person, and we achieved that. Today, Hublot alone is an important brand in the watch industry. What I want is for Hublot to stand on its own merits when, one day, I leave the brand.
Hublot was founded slightly more than 40 years ago, in 1980. What are some principles or values that Hublot continues to emphasise?
Hublot represents the Art of Fusion in watchmaking, and the brand did it in 1980 for the first time. It came up with a watch made of yellow gold (a traditional luxury material) with a rubber strap, which is a modern material. This fusion is what we call the Art of Fusion, linking tradition with innovation.
What phase do you think Hublot is at with its “Art of Fusion” motto?
We work on three pillars, and we can bring fusion into design. The Murakami watch, for instance, is a fusion of the art of Murakami and the Hublot art, and we realise a watch that becomes a work of art.
I think consumers are waiting for this kind of product because a mechanical watch today is not important for telling time. It’s important for what it represents, the object (and attendant emotions) it represents.
When it comes to materials, we always try to be innovative. We have coloured ceramics such as red and yellow. We industrialised sapphire crystal in 2016, and we are the only brand to have coloured sapphire, and produce sapphire crystal watches at a certain price point, even though they are expensive. We work on different alloys too (including Magic Gold and King Gold).
And from the movement side, we created the Unico chronograph calibre, various special calibres, and our tourbillon. We are creating new calibres for the future, but it takes years of development, and not months. We try at every level to be innovative.
That’s the key element for the success of Hublot in the future.
Speaking of the future, we are seeing unprecedented demand for fine watches. Do you think it really is unprecedented, and how is Hublot coping?
Yeah, it’s true, demand is really high and I’ve never seen that in my career. I think what I have done in the last 10 years at Hublot (sort of anticipating this moment in history) is building a manufacture, an integrated manufacture, being able to produce ourselves, not everything, but parts of the production of movements and in material innovation as well. This allows us to have quite good flexibility in production…of course (this does not mean) we can double our production like this [snaps his fingers]. I think we can manage to grow (and keep up with demand) with the investments we have made in our own industrial capacity.
We have also built strong relationships with our suppliers; we form an important part of their business. This is useful because when you are important to a supplier, you can ask for more and maybe they allocate more for you than other brands. Of course, we share suppliers with a number of brands… Being loyal to our suppliers over a number of years is also important to us, especially during the Covid lockdowns because many suppliers had a tough time, and had to fire staff… we tried to support as much as we could.
How does Hublot optimise its product strategy with the ever-changing taste of consumers?
We try to be innovative and creative and invest a lot in R&D in materials, movements (and in mechanics), and design. These are the three main pillars on which we work.
We try to create trends, and with our innovations and creativity, we can please the existing consumer and new consumers coming in with what we can offer. The key element is always to be innovative, and we do it more by instinct. We don’t analyse other trends; we create the trend.
How has Hublot’s presence in football helped the manufacture reach its marketing goals?
We entered football in 2006 with a very small partnership, and then in 2008, we had the Euro cup in Switzerland. And Mr Biver, at that time, thought about which sport we could support as a partner to communicate about our brand.
If you look at tennis, it’s quite complicated; if you look at golf, it’s complicated. And for football, there is no watch brand. Football is a very popular sport; it talks to not only our potential consumers but billions of people. Football has brought us brand awareness.
When I started working at Hublot in 2004, people in Switzerland didn’t know about Hublot. Today we can say that, in general, people know Hublot is a watch brand. And thanks to football, it was an accelerator for brand awareness, especially with the Hublot Big Bang Unico-shaped Referee Board that we had in Brazil.
Billions of people have seen it, so it is very positive for us and allowed us to be a strong brand in the world thanks to football.
Hublot ambassador Kylian Mbappé is currently one of football’s biggest stars. What do you admire most about him?
Kylian Mbappé wearing Big Bang e FIFA watch
To take an active player was a decision. When you have an active player, you can have good and sometimes negative parts, such as injuries or issues in his private life. When you have a legend like the late Pelé, he will remain a legend forever. But at a certain point, I saw this link between a legend and an active player, and I saw it through Kylian Mbappé. Even Pelé sees him as (a successor of sorts) because he won the World Cup at a very young age as Pelé did; they have similar looks and playing styles.
Mbappé accepted to be our ambassador; I think he’s a great personality, very positive. He has values of being serious and passionate, and he has success, so that’s important.
Ambassadorship is one of the main pillars of Hublot’s marketing strategy. What are some values that Hublot looks out for in potential ambassadors?
First of all, we need to have good alchemy in human relationships. An ambassador has to like our brand and not just do a commercial deal. So we always have dinner or spend a moment with the ambassador before signing anything. Of course, they have to carry the values of passion, having success and being aspirational to the young generation.
You have been part of the Swatch Group for more than 20 years, mainly at Blancpain. How did you become CEO of Breguet?
It happened very naturally. Indeed, after internal reflection between the Hayek family and the various members of the management, it seemed judicious to me to offer myself for the position of CEO at Breguet. Indeed, through my years within the Swatch Group, I had the chance to approach various key sectors such as development, production, operations, and even marketing, which allowed me to have a vision of the overall needs of a brand. I am very honoured by the trust placed in me by the Hayek family. Taking the reins of a brand with such a heritage is a source of pride.
What was your impression of Breguet before and after joining the brand?
I was impressed by the technology put in place within the manufacture as well as by all the knowledge present. These elements were very important to Nicolas G. Hayek, who made it a point of honour to reinforce this know-how when Breguet was bought in 1999 by the Swatch Group. This initiative was also continued by Marc A. Hayek when he took over as director. That was also very important for him. In addition, I was touched by the passion that emanates from all the teams. I have no doubt that with such assets; we will bring the brand brilliantly to its 250th anniversary.
It was essential for me to understand the strengths and weaknesses of each department. For this reason, I spent time in each workshop. This allowed me to readjust certain processes and find the most suitable solutions in order to gain in efficiency.
What are the biggest challenges facing Breguet today?
In my opinion, the biggest challenge is general to all of watchmaking: to continue to surprise. Indeed, the competition is great, and the innovations multiply, so you have to be both avant-garde while aiming for excellence. The processes of creating new complications and technologies can take years. We must also keep in mind that Breguet is not a fashion brand that multiplies releases. It is therefore essential for us to maintain the level of rigour and perfection that have given the brand its reputation. For these reasons, we only release our new products when they are up to par with our Haute Horlogerie manufacture.
Breguet has an incredible history, with founder Abraham Louis Breguet responsible for a number of horological innovations. However, what do you think have been the brand’s most beautiful creations in recent years?
Image: Breguet
Undoubtedly the iconic and recognisable Queen of Naples. It represents refinement and elegance. In addition, a work of know-how of great meticulousness can be admired on each piece. I’m also thinking of the Tradition line that I wear and particularly like. This collection allows you to admire its symmetrical and architectural movement on the dial side and on the caseback side. This one is inspired by the tact and subscription watches created by our founder Abraham-Louis Breguet. Finally, I also particularly appreciate the Tourbillon Extra Plat Anniversary that we launched last year. It incorporates the codes of the brand and elegantly refers to the creation of the tourbillon by Abraham-Louis Breguet.
While Breguet is a 246-year-old brand, it was founded by an innovator and pioneer who always sought to reinvent the workings of watchmaking. Do you consider the balance between innovation and tradition to be an important aspect of managing a brand such as Breguet?
Of course! For me, Breguet must constantly aim for excellence in all aspects of a watch, whether in terms of its complications, its materials and its design.
What’s a highlight for Breguet in 2022?
The Marine Hora Mundi. It combines technical prowess with aesthetics. It is an instant memory GMT whose display is done on a two-dimensional world map. Its dial is compensated with different plates to provide this dimensional effect. One of them, the sapphire one, is 0.4 mm. It is made up of meridians that have been metallised. This was an operation that required many tests before we were able to guarantee an irreproachable quality.
What do you think of the trend of sports watches today? Will we see Breguet bring out a Type XX project?
Image: Breguet
Like fashion, watchmaking is cyclical. It is good that certain trends stand out at certain times; however I think that everyone should be able to find the style of watch that defines them the most. A timepiece is now also an essential accessory to differentiate yourself and display your style. At Breguet, the Marine line is our collection that displays a sporty look. It is very well received on the markets and our titanium model is a great success. To answer your question about the Type XX, I would say that one of my tasks is to think about the existing collections and their evolution. Of course, the Type XX is one of these lines of thought…Something to follow!
While the watch industry has proven resilient despite the pandemic, we are now in a precarious situation with rising inflation, an impending decline and disrupted supply lines — what is Breguet’s position on this?
I’m not going to lie to you: like the entire watch industry, we are feeling the effects of the pandemic and are looking for the best solutions to be able to continue to offer our models in stores. We do our best to respond as closely as possible to requests. However, we still see so much enthusiasm for our watches, which is a very encouraging sign.
Breguet announced a partnership with Frieze. Why this partnership? What is your goal?
Image: Da Ping Lou for Breguet
The brand is fortunate to benefit from a rich history that links it to different worlds, and art is one of them. Indeed, Abraham- Louis Breguet inspired many artists, whether writers or painters. Moreover, the windows of the workshops of its founder, located at Quai de l’Horloge, overlooked the Louvre. He was very close to the establishment and its director at the time, Dominique Vivant Denon, and participated in various artistic events together. It is therefore quite natural that the brand continued its history in art. For example, at the instigation of Nicolas G. Hayek, the renovation of the Louis XIV to Louis XVI rooms present in the Louvres was supported by Breguet. Today, the brand is a partner of several institutions active in art (Carnegie Hall in New York, Teatro Real in Madrid) and now of the international art fair Frieze, which takes place in Seoul but also in New York, Los Angeles and London. As part of this partnership, we wanted to honour an artist’s work by giving it carte blanche: that of exhibiting through an ephemeral work of art, its vision of Breguet. At each event, a new work is produced. Our choice for this year fell on the artist Pablo Bronstein who is passionate about the 18th century.
(This is a) wonderful coincidence when you know that our brand was founded in 1775! During his visit to our museum in Paris, he was fascinated by the Breguet brand as well as by the avant-garde creations of Abraham-Louis Breguet. On the occasion of the New York and Seoul fairs, we met with a very nice response when visitors discovered our stand decorated with the artist’s work! If this type of event allows us to find our customers, it also offers us the possibility of making ourselves known to a new clientele, sensitive to luxury and art. Even if art is admired through the works of artists, it is also admired through works of art that are worn on the wrist, which are our watches. During Frieze New York, we had a guillocheur who showed and tested the guillochage to visitors, we were very impressed to discover the young generations so curious about this art and with a real desire to understand the secrets of designing a watch. And that is a great victory.
The late Rolf Schnyder exhorted me to remember that not everyone who works in watchmaking does so for passion or even for profit. Sometimes, it is just a job that pays the bills, like many other jobs. He never really expanded on the point, but it has stuck with me over the years. I keep it in the back of my mind when I meet watchmakers and executives in the trade, to avoid my own biases. Montblanc’s watchmaking boss Laurent Lecamp definitely has a passion for the storytelling aspects of watchmaking, and is amazed by the work watchmakers do. Not just the results, such as the meticulously finished movements emerging from the Minerva manufacture, but also the act of finishing itself. The art of finissage, in other words.
You can see the evidence for this yourself, if you watch the video where Lecamp discusses the glacier dials of the Iced Sea Automatic. It does not come across fully on camera, but his eyes light up with complete authenticity. This is more obvious in person, as the WOW team discovered when we met him at Watches and Wonders Geneva. For the 1858 Iced Sea Automatic Date, one of our highlights from the fair, it is even more remarkable that the specific technique to create the dial was suggested by the supplier, and Lecamp’s astonishment that 30 processes go into making one dial is palpable.
Image: Montblanc
Of course, marketing is Lecamp’s stock in trade so he recognises that there is great story-telling potential in such technical details, as well as in the particularities of hand-finishing. This does not alter the fact that he finds it exciting, personally. This is also unsurprising, perhaps, given that Lecamp was known to collectors as one of the founders of independent watchmaker Cyrus. He has said that his entrepreneurial spirit was drawn to the possibilities at Montblanc, where he would have similar freedom, but with structure.
Structure is exactly what Lecamp was looking for when he decamped from Cyrus, selling his equity to take a management position at retailer Carl F. Bucherer, which also has its own watchmaking arm. He was a member of the board there until 2020, and Executive Vice-President of Sales, while also being CEO of the Japan arm. He left that year, and we were introduced to him virtually in 2021 when Montblanc announced that he would be taking the top job at the watchmaking division.
Congratulations on the 1858 Iced Sea Automatic Datel Considering everything that went into it, we were surprised to hear it is below €3,000 (S$4,700 with bracelet). How did you do it?
We wanted to surprise you, and we succeeded!
You did! It fits in well with the three pillars you mentioned in your video earlier this year, and again at the keynote…
Differentiation, story-telling and excellent perceived value. I can honestly tell you that every watch we launch will have these three elements. If a watch does not have these, we will not do it.
Well the Iced Sea really pulls it off, which is remarkable considering that it is an ISO 6425 steel dive watch with a bracelet.
Excellent point! Look, what’s the point of doing something just like others. It would be different if one were to wear the brand with the crown on its head, but we have to be innovative (to differentiate ourselves). It has to be different so we can build the [fame] of Montblanc. I can tell you that you will not find a single watch like the Iced Sea… with as much story-telling, a unique dial and a great price. And the bracelet, which is also new, and has an interchangeable system. We also offer a nice soft travel pouch with it, which is completely made of recycled material. A watch like the Iced Sea [with all its features] does not exist from anybody else!
We have to say that the dial is amazing. Tell us more about it.
We had the idea to do something related to Mont Blanc, the mountain, and the six glaciers there. The name of one of those glaciers is Mer de Glace, or Iced Sea.
This is the inspiration for the name of the watch? Is this how you addressed the problem of introducing a dive watch, when neither Montblanc nor Minerva had ever made such watches?
Yes, and we wanted to be authentic, to make a dive watch that was truly Montblanc, not just a me-too product. On the dial, you can see the story because we went to the glacier at the mountain and took pictures of the glacier. We wanted to put Mont Blanc on the dial (but in a unique way).
This refers to the special technique you introduced?
It was not me or us… actually the dial maker suggested the gratté-boisé technique. When I saw the pictures we got of the glacier, I wanted this for the dial because it showed the depth, the three-dimensionality of the glacier. We spoke with our supplier and he said, “you’re crazy Laurent!” It’s not possible; the dial would be too thick. Anyway, we did a few tests, and the supplier suggested the gratté-boisé to get the effect we wanted. It was a forgotten technique that no one uses anymore, and we brought it back for the Iced Sea. There are 30 processes required to make just one dial, and it is all done by hand. There is no machining. It is crazy expensive I can tell you.
And yet you managed to offer this watch for an accessible price.
We wanted to have [unbeatable] perceived value. This is very important. So I think the customer will not ask for a discount with this, they will just ask for the watch! There is no other dive watch with such a dial in the market, for the [recommended] price. Zero. And the colours we have, these are not trendy — they are the real colours you see in glaciers. There is blue, there is green and there is black. If we had found other colours that is what we would have gone with.
And then there is the engraving on the caseback…
Of the diver under the ice, yes. It is also three-dimensional and you can feel it. You know, I think there is no dive watch in the market with such a great story as the Iced Sea, complete with ISO 6425 certification, and such a complex dial.
And now I will tell you something about the name — the Iced Sea. We got a call from a client (unclear if this was a collector or a retail partner — Editor’s note) asking for the Iced Tea watch. We said, you mean the Iced Sea, and the client said no, the Iced Tea! This means people are appropriating the name of our watch [and playing with it, as the collector community does with some favoured pieces]. We love it.
It is great that you have a sense of humour about it! Turning back to that dial for a moment, why did you decide to use the same dial for the 0 Oxygen?
It is not the same dial! We use another technique entirely for this. This one is the first time the Geospheres have featured alongside a chronograph. And the caseback shows the face of Everest that Messner conquered, and that Nimsdai did as well, without supplemental oxygen.
Image: Montblanc
This is the new and very famous mountaineer you are working with, Nimsdai Purja? The one who summited all 14 of the world’s mountains above 8,000 metres in six months and six days?
Yes! He is really exceptional. He shattered the previous record by eight years! There is a show about his adventures on Netflix (14 Peaks, a major hit for the platform. Also known as Nirmal or just Nims, he was in Geneva for Watches & Wonders, where he got real about some of his philanthropic efforts).
Actually Reinhold Messner (the mountaineer and explorer Montblanc has worked with since 2020 – Editor’s note) who was the first to climb Everest without supplemental oxygen in 1978, told us about Nimsdai. We were asking if Messner would make another ascent without oxygen and he declined because of his age (he is 77). Instead he told us about the one man he thought could do it, Nimsdai. So we got in touch, and yes he was going to try to ascend Everest without supplementary oxygen. It will be later this year [he accomplished it May 15] and he will be using the same route Messner used, which is what we have laser-engraved on the caseback. We told him, Nimsdai, when you go up the mountain without oxygen, your watch will also do it on your wrist without oxygen. That’s the story of the 0 Oxygen.
Let us finish this with the Minerva side of the story. We note the appearance of a fluted bezel this year. Tell us about it.
When I joined Montblanc, the first thing I did was to spend time at our manufactures in Le Locle and Villeret. I wanted to immerse myself in the history, especially the history of Minerva in Villeret. It was fascinating to discover how the watchmakers use traditional methods and handcraftsmanship at Villeret, and I am still learning and discovering new things in the archives. For example, Minerva was the first to use a fluted bezel in 1927; in 1939 it made its first wristwatch with a fluted rotating external bezel. I maintain that the 1927 one was the first one in watchmaking — I insist on this point.
So, this year, I decided to introduce a bidirectional rotating fluted bezel for Minerva watches, and every single new watch from Minerva will have this fluted bezel. In the Red Arrow LE88, it is a white gold bezel with a red arrow, which is of course a reference to the arrow shape that is one of the key characteristics of Minerva, as you know. Don’t forget that Montblanc makes classical watches so whatever we do, it has to be classical.
Tell us about your career and what brought you to the surrogacy and fertility space?
It’s amazing how life takes us along the most unexpected paths. Little did I know my forthcoming university degree, and in particular my financial career, would so well prepare me for the complexities of cross-border fertility solutions.
Following my studies at The Hong Kong University of Science and Technology, and earning a Bachelor of Business Administration in Economics & Finance, I secured a position with PwC. In this role, I was confronted by the intricacies of systems and controls of international financial institutions.
The next stop on my career path brought me to UBS — Wealth Management and Asset Management Divisions. My key responsibilities included bespoke solutions with colleagues from Singapore, London, Zurich and New York, addressing the needs of affluent private individuals, family offices and financial institutions.
Following an expedited career track at UBS, I joined Natixis Investment Managers to start up their Asia Pacific Risk and Control functions covering Australia, China, Hong Kong, Japan, Singapore, South Korea and Taiwan. Reporting directly to the Board of Directors of each entity, I was responsible for alerting emerging risk issues and assuring control effectiveness.
My last stop was with AIA. As lead for investment governance within the group office, I developed a common system infrastructure and continuously improved the 600-page management standard, collaborated with Chief Investment Officers, Portfolio Managers and Traders in 18 Asia Pacific markets.
My husband started providing cross-border fertility treatments for Chinese couples in 2015. I discovered there was no firm focused on helping the affluent. In May of 2022, we re-branded and re-launched the company in Beverly Hills including an exquisite new website, and positioning me as the CEO & Founder.
I bring investment governance expertise to the cross-border fertility space. This is the management framework within which decisions are made, accountability and responsibility are determined. “Fertility Governance”, developed by me, protects parents’ rights, interests and privacy, and ensures that IMA ART senior management are personally involved, readily accessible, and totally responsive.
Sadly, on a personal and intimate level, I also suffered two traumatic miscarriages. Deciding to turn adversity into strength and courage, today I channel those deep emotions into helping others through their IVF and surrogacy journeys.
Why did you choose with your husband to establish IMA ART in California?
Selecting Southern California as our HQ was an easy and strategically sound decision.
The State of California openly supports everyone who wishes to become a parent. There are no legal restrictions, such as those placed on singles and LGBTQIA+ and unmarried couples in many other jurisdictions.
California is home to several world-leading IVF centres and fertility specialists. Available treatments include Intrauterine Insemination (IUI), Egg Freezing, In-Vitro Fertilisation (IVF), Donor Eggs & Sperm and related laboratory procedures including Intracytoplasmic Sperm Injection (ICSI) and Pre-Implantation Genetic Testing (PGT). Specialists are available to assist with male and female fertility challenges.
Commercial surrogacy is legal in California. Coordinating parties include attorneys specialised in reproductive law, clinical psychologists, surrogacy insurance experts, escrow agents and, of course, top hospitals in Los Angeles where surrogates may give birth.
And finally, you’re familiar with the song “It never rains in Southern California”. The weather is gorgeous year-round, and Beverly Hills abounds with fine dining, Rodeo Drive has luxury shopping options and lovely five-star hotels. Between treatments, we invite our clients to take advantage of our city’s finer experiences.
What is unique about the services and coordination IMA ART Fertility is bringing to this space?
Image: IMA ART Fertility
IMA ART is the first of its kind luxury fertility and surrogacy solutions provider exclusively serving high-net-worth individuals. The company provides discreet one-stop fertility programmes geared towards discerning clienteles.
The market is untapped because high-net-worth individuals face fertility challenges like the rest of us. But they don’t have time to create their families as they’re busy creating wealth. By design, we accept a limited number of clients each year, assuring there are no limits to the care and personalised support we offer.
Learning from my work in Swiss banking, privacy is a core principle and top priority in serving high-net-worth individuals. At IMA ART, every aspect of our operation contemplates client confidentiality and how to safeguard it. Most unusual in this industry, we absolutely do not publish pictures, testimonials or names of our clients or their babies.
To further protect the privacy of our clients, IMA ART built an exclusive SOC II mobile app — by invitation only — allowing for secure communications.
You shared that “you believe everyone deserves the right to top fertility treatments and expert support in becoming a parent”. Who are your clients and what are their profiles?
IMA ART clientele come from the financial industry, energy, manufacturing, haute couture, fine art, jewellery and gem stones, high-tech, real estate and professional sports. And being located in Los Angeles, clients also knock on our door from the film industry.
IMA ART’s private clients appreciate the value of a high-end personalised and exclusive experience in every aspect of their lives. They want access to the world’s best who will craft them a custom path to parenthood. Fine dining, luxury Rodeo Drive shopping and wellness are infused into every fertility itinerary.
IVF remains one of the most talked about fertility solutions — but what does it involve, and what, really, are the chances of success?
Assisted Reproductive Technology in the lab.
IVF medical treatments and success rates vary in effectiveness. It takes an experienced fertility specialist to identify the best protocols, to ensure the highest likelihood of success. IMA ART has cultivated relationships with the top IVF experts in California — our clients are placed in the best hands in the world throughout their IVF journey.
IVF success rates are highly dependent on the age, quantity, and quality of mature eggs retrieved, which makes the assisted reproductive technology (ART) procedures selected all the more essential. U.S. IVF centres have the highest success rates in the world, defined as giving birth to a single healthy child.
IMA ART works with IVF centres to create personally tailored plans leveraging on modern technology and experts at the forefront of IVF. To improve the likelihood of a successful fertilisation, eggs and sperm are carefully tested for genetic issues. Pre-implantation genetic testing (PGT) is performed on embryos reaching day five and results are published approximately two weeks later — only viable embryos are considered for implantation.
Who is an ideal candidate for IVF?
The number of people seeking IVF help is enormous. Some seek IVF due to medical reasons, while others seek IVF help in the U.S. due to legal restrictions in their home countries.
Among heterosexual couples, those who have not conceived naturally in one year, may consider IVF. Outside the U.S., many jurisdictions prevent unmarried couples from seeking IVF help but we offer them the path to parenthood.
Single women and lesbian couples are candidates for IVF. Treatment includes sperm donors, fertilisation and embryo transfer. In most countries around the world, single women and lesbians are prevented from becoming parents through IVF.
Likewise, single men and gay couples are ideal candidates for IVF and surrogacy. The vast majority of countries around the world make commercial surrogacy illegal, meaning gay men have very few safe options to create their families.
IMA ART helps anyone seeking assistance in creating their families.
What is the timeline for a round of IVF?
IVF is a process of fertilisation where an egg is combined with sperm in vitro (“in glass”). The process involves monitoring and stimulating a person’s ovulatory process, removing an ovum or ova (egg or eggs) from their ovaries and letting sperm fertilise it in a culture medium. When a client selects intracytoplasmic sperm injection (ICSI), a single sperm is injected directly into the egg using a tiny and harmless needle. After the fertilised egg (zygote) undergoes embryo culture for two to six days, it is implanted in the same or another person’s uterus, with the intention of establishing a successful pregnancy.
IVF treatments are performed at one of the IVF Centres located in Los Angeles. A typical IVF treatment involves two trips to Los Angeles. The first 14-day trip covers ovarian stimulation, egg retrieval, sperm retrieval and fertilisation. The second 7-day trip is scheduled for embryo implantation.
How to prepare for IVF?
Prior to arriving in Los Angeles, for treatment, clients undergo medical pre-screening in their home country. There are separate and important tests for men and women. These tests generally involve ultrasounds, blood work and other laboratory procedures.
Results of the tests are passed along by IMA ART to the selected IVF centre. The fertility specialists will review the results on the first day of ovarian stimulation. Personal health data is continuously assessed and factored into adjusting treatment protocols.
A healthy diet, rest and exercise are all encouraged in the months leading to a client’s arrival in Los Angeles. Male abstinence for 3 to 4 days prior to sperm retrieval at the IVF centre, is also requested.
Smoking and alcohol consumption are discouraged.
Tell us about how pre-genetic testing can improve the odds of a successful pregnancy?
Pre-Implantation genetic testing (PGT) is one of the most important tools available to the fertility team. In addition to testing genetic material (eggs and sperm, and lastly, embryos) for a wide range of abnormalities and potential risks, PGT identifies the sex of the embryo, allowing parents to select gender of their future baby. This procedure critically checks for the following:
Ultimately, PGTs can benefit parents by assessing any increased risk of birth defects and reducing the likelihood of miscarriages or complications.
For parents wishing for a daughter or son, PGT is the perfect solution. Gender selection is legal at IVF centres here in California.
What is secondary infertility?
Secondary infertility is defined as the inability to conceive or carry a baby to term after previously giving birth. Options for secondary infertility include IVF and possibly a surrogacy arrangement.
Is using donated eggs safe?
Yes. Eggs and donors-to-be go through a variety of strict assessments and scans to ensure they are healthy and unlikely to carry genetic diseases that could be passed on to our discerning clients or our client’s future child.
People interested in using donated eggs have been trying to conceive for a while, without success, this may include: • Same-sex couples or male individuals who plan on using a surrogate and want to select an egg that mirrors their own genetic profile • Women whose attempts to conceive using their own eggs have been unsuccessful • Women who’ve undergone cancer treatments or other medical procedures that have made it difficult or impossible to conceive with their own eggs • Women whose ovaries have been surgically removed • Women with a history of genetic disorders who don’t want to risk passing them down to their children (especially x-linked disorders) • Women who’ve gone through early menopause or have experienced ovarian failure • Women whose eggs are damaged, low in numbers, or otherwise not viable for conception due to age or other factors
What are the success rates for pregnancies from donated eggs?
Research by the Society for Assisted Reproductive Technology suggests that fresh eggs have a marginally higher success rate than frozen eggs. They found the rate for live births from fresh eggs was about 44.7 per cent compared to 40.5 per cent with frozen eggs. That being said, thousands of babies have been born from both frozen and fresh eggs and there are unique advantages to either choice our clients make.
In the U.S., success in IVF (with or without using an egg donor) is defined as giving birth to a single healthy baby. In other countries around the world, IVF success is determined if and when a woman only tests positive for pregnancy.
U.S. fertility treatments thus have a far higher standard for success.
What is the vetting process currently in place for surrogates?
At IMA ART, we follow the American Society for Reproductive Medicine’s recommendations for surrogacy best practices. But unlike most surrogacy agencies, our support continues beyond the initial application.
All surrogates on the IMA ART secure database undergo extensive high-quality screenings by health professionals prior to our client’s review. We screen for physical and mental health problems, previous successes carrying a child to term, background, and more.
We ask difficult surrogate pregnancy questions, including terminating a pregnancy due to genetic abnormalities or selective reduction. The answer to all of these questions is an integral part of a successful matching process. The surrogate candidate will undergo further essential assessments by our Clinical Psychologist and executive Team, including:
• Personality assessments • Psychological evaluations • Consultations • House visits • Interviews with the surrogate’s significant other and family members • Assessments of their relationships to make sure they have a strong support system throughout the surrogacy journey • Monthly check-ins following implantation
Clients will also be offered the opportunity to meet with our Clinical Psychologist to help them prepare for what lies ahead.
You stated that IMA ART Fertility adheres to the regulations and guidelines of the American Society for Reproductive Medicine. What are these guidelines? What protection do they offer to parents and surrogates?
The American Society for Reproductive Medicine (ASRM) is headquartered in Washington D.C. and is dedicated to the advancement of the science and practice of reproductive medicine.
The ASRM publishes recommendations and guidelines to share best practices and set expectations among the parties participating and contributing to this field.
For example, the “Recommendations for Practices using gestational carriers (surrogates)” intend to provide guidance for appropriate timing to consider the use of a gestational carrier; provide recommendations for screening and testing of intended parents and surrogates to reduce the possibility of complications; and address the complex medical and psychologic issues that confront the surrogates and parents, as well as the future children.
This document also covers required screening and testing of intended parents, managing the laboratory results, psychological counselling, medical evaluation and embryo quarantine. For the surrogates, the ASRM provides guidance related to the selection process, infectious disease screening and testing, laboratory testing, preconception testing, psychological evaluation and counselling by a qualified mental health professional, extensive psychoeducational counselling and legal counselling.
The above guidance has proven invaluable in safeguarding the interests of all parties involved in a surrogacy arrangement. It is my belief they contribute to making America the only safe, legal and reliable destination for commercial surrogacy in the entire world.
Reproductive laws are highly complex. What assistance is IMA ART Fertility providing to parents?
Yes, the legal landscape can be intimidatingly complex for many people entering the world of fertility services. That’s why we offer access to an expansive network of leading attorneys at the forefront of reproductive law in the U.S.
In most countries, surrogacy and fertility law (also known as reproductive law) is complicated at best. IMA ART decided to locate our home out of California, where parents’ rights are protected by state law and by precedent. This way, parents can rest easy knowing that once their heir arrives, they won’t have to worry about legal issues, complications, or delays returning home.
IMA ART Fertility provides personal concierge services to parents. Can you tell us more there?
Yes, luxury experiences here in Beverly Hills are an integral part of the journey. As our client’s personal fertility concierge, we at IMA ART pride ourselves on delivering exclusive experiences to cater to our clients’ every need and help them relax as they prepare for their future heir.
Once our clients’ flight touches down in Los Angeles, I am waiting in person, with our luxury SUV. Clients are escorted, in style, to their elegant five-star hotel in Beverly Hills.
Between treatments, we reserve spa treatments, fine dining and personally accompany clients on luxury shopping excursions. I individually met with the boutique brand managers on Rodeo Drive and familiarised them with the private nature of our work, and how our high-net-worth clients need that extra special attention. Our clients may enjoy a sparkling crystalline pools, and unrivalled service at hotels known for their glamour and prestige. Should they want to explore, they’ll have the service of our private SUV limousine to deliver them on luxury tours in Los Angeles.
Our Asian upbringing personally exposed us to the finest hotels in Tokyo, Hong Kong, Singapore and Bangkok. Asian hospitality is unparalleled. We understand what high-net-worth individuals expect when engaging a luxury concierge.
Everything is done according to the very highest, meticulous, white-glove concierge standards. A fertility journey to parenthood requires time. We personally know each of our clients and develop intimate long lasting relationships. This private emotional support is at the core of what we do, and what differentiates IMA ART.
How easy is it to contact IMA ART Fertility?
This is an interesting question and I’m glad you ask.
While still in Hong Kong, we spoke with a handful of parents who previously travelled to LA for fertility treatments. A common complaint was that American companies refused to show flexibility in their working hours — the result was these parents had to wake up all hours of the night to communicate with their fertility agents in the U.S.
IMA ART is officially open 12 hours a day, Monday through Saturday. On Sunday, we operate for four hours. However, if this does not meet the needs of our clients, we will adjust to accommodate their schedules and international time zones.
If you were to mention one mentor or a leader who has influenced you along your life and career, who would that be?
This would have to be the man who broke cultural norms and said hello to me on the train in Hong Kong.
It was him who refined the concept of a luxury fertility and surrogacy solutions company serving highly successful people after I realised that the market for this was wide open and untapped.
Although my husband is a recent addition to my life, I’ve learned an incredible amount about business and its day-to-day complexities in the few years we’ve been together. These are the things they don’t teach you at business school.
For more information about IMA ART Fertility, click here.
Irene Nikkein is the new regional director, Asia Pacific for Rolls-Royce, taking over from Paul Harris who had been in the role for 11 years, and she’s taking this challenge positively.
In the evolving automobile industry, Nikkein has to look after the British marques’ business in Asia Pacific from the regional office in Singapore but the brand’s operations also cover key markets in Australia, India, Indonesia, Japan, and South Korea.
Nikkein has no qualms asserting her business sense and style in a male-dominated industry. Her humble beginnings started in BMW Asia back in 2007. She started as BMW Regional Experiential & Sponsorship Manager, was appointed Head of Marketing for MINI Asia in 2010 and then, relocated to MINI Japan in 2016 as Head of Brand Communication and Product Management. To date, she still reminisces about her time in Japan because her stint there taught her many valuable lessons, which she still carries with her when she took up the top job as Regional Director for Rolls-Royce.
As someone who has worked in a male-dominated industry, what would you like to see change for women? How do you think this can be accomplished?
“I think what a man will accomplish will always be very different from what I will accomplish as a woman for Rolls-Royce in the Asia Pacific region. We will push boundaries differently — certainly one of my focus points will be how our brand evolves over the next few years as we head into a new, electric future and with an increasingly younger, diverse customer base.”
Nikkein explains, “In the past, Rolls-Royce had included strong female characters in its brand communications with the previous generation of Ghost and more recently Phantom. The one that made me sit up was the latter, a campaign called ‘Rules Rewritten’ where Gwendoline Christie (of Game of Thrones fame) was washing a dirty Phantom — that certainly got my attention.”
Rolls-Royce is pivoting the way it communicates with its customers. The tagline, “Inspiring Greatness” aptly exemplifies this shift that the marque is taking. Last year, the company embarked on a campaign where three distinguished women were featured. Each of the ladies held different occupations and was paired to an iconic Rolls-Royce model. From the Phantom to the Ghost and the Cullinan, it was a reminder that Rolls-Royce cars are not solely for one gender.
Since 1904, the prestigious British marque has been courting the aristocratic, wealthy and the famous. Nikkein enthuses, “Rolls-Royce can really appeal to a broader set of people than the commonly perceived older segment. We are moving into different demographics and subgroups. In terms of more women working in the car industry, it’s already increasing.”
Image: Rolls-Royce
Aside from the increased emphasis on putting more women behind the wheels, Rolls-Royce contends that owning a Phantom, Ghost, or Cullinan is not simply for its utility. The marque’s status has transformed over the years, and it is perhaps more accurate to liken bespoke Rolls-Royce cars as art pieces — an alternative asset that will appreciate over the years.
The beaming Asia Pacific Regional Director of Rolls-Royce is contented working and living in Singapore on home ground and notes that women hold high positions in many companies, thereby, changing the perception of what a woman can achieve. However, Singapore’s unique position is not a common occurrence in other parts of the world, and she hopes to see more women in leadership positions.
Nikkein adds that it’s fair play for women and men in Singapore, but she would like to see more of the former in management roles. She adds that in Japan, in the context of putting women first in top business roles, the culture has just recently changed in the last few years. She emphasises that traditionally for women to be in leading positions, it’s been important to build respect first and work doubly hard.
When quizzed about some must-have traits of a modern working woman, she opines, “I think some women live their lives the way society expects them to be — to be someone’s wife, someone’s mother, someone’s partner… I think women should live their lives for who they want to be. It’s about appreciating your own self and being authentic.” Also, she says never to settle for less. “It’s not about always looking for something better, rather, it’s about continuing to improve yourself. It’s good to learn something new each day and challenge oneself.”
When she was asked, “So what do you think that women can bring to the table that is unique compared to men?”
She was quick to point out that women generally have better sensitivity than men. “I can sense someone’s view is not expressed during a meeting and I will drop him/her a note. I will check with the individual if he/she is okay? I guess women have the sixth sense.”
As a mother and career woman, does she find it hard to have both a career and a family? She feels the challenge between family and career will tend to conflict with a woman’s mind. She feels a woman must weigh the pros and cons and strive to obtain the family support she needs.
She points out the saying, “It takes a village to raise a kid.” She feels women should come forth and rally support when she needs it, and that business needs be more accommodating to single mothers or individuals who do not have an extended family around them.” Juggling career and family is never easy, so it’s important for family members to help out where possible.
Nikkein is also happy that she notices a lot of men are also stepping up to take on a lot more household responsibilities so women can focus on their careers. Perhaps, she would like men and women to share equal roles in the family, too, while balancing their careers.
Having worked at BMW for more than 15 years, Nikkein explains that there are more ups than downs. Her most memorable experience was working in Japan as a foreigner. In that culture she worked doubly hard to prove she was worth her salt. When you get recognition from Japanese colleagues she recalls, it’s very gratifying.
On how she would like Rolls-Royce to be as a company in the next five years under her leadership, Nikkein says, “I hope to gain a bigger footing in the Asia Pacific with an evolving wealth segment, especially in an era where more Ultra-High-Net-Worth individuals are younger, and transform the brand to be more modern.” She would like to continue to change the perception of Rolls-Royce as a luxury brand rather than an automobile brand. The self-effacing lady boss also quips, “As we move forward with this heavily storied and prestigious brand, Rolls-Royce will continue to be bold, we will push boundaries!”
The plans for a more daring Rolls-Royce have already started to unfold. The recently launched Black Badge Ghost epitomises this change. The new model consists of the company’s most technologically advanced equipment. It is said to be the “purest” Black Badge experience yet. Further adding to the opulent factor of Rolls-Royce is the option for personalisation, where customers can customise almost anything. This option for bespoke creation is the hallmark of a luxurious brand.
The New Black Badge Ghost. Image: Rolls-Royce
When questioned about the advice she would give to women aspiring to become leaders in the workforce, Nikkein beams. “My first advice is never to see yourself as disadvantaged, more as a capable worker. We must never enter a room feeling shy. Once acquainted with our industry and knowledgeable, people will treat one with respect. Also, it pays to have confidence, but not arrogance.” She also adds that women should not be afraid to ask for help. It does not show weakness. In fact, it shows that you are ready to take action and responsibility. Therefore, it’s always okay to ask for help.”
Lastly, when we asked her about a woman she admires, Nikkein was quick to point out that it was not a woman, rather, a man — Simon Sinek. Simon Oliver Sinek is a British-American author and inspirational speaker. She admires him for his inspirational leadership talks; his focus on leadership behavior and how to perform as a team rather than any performance disparities between genders at work.. Instead, it’s how each sex can do it differently yet achieve the same goals. However, she feels where women leaders potentially excel is the ability to show more empathy than their male counterparts. In a world where the number of highly successful female entrepreneurs are increasing, and the super-luxury segment comprises increasingly diverse audience, the rules are definitely being rewritten.
