A Day at Harvard – Silvia Tcherassi US

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A Day at Harvard

Recently, our Director of Ready-to-Wear, Sofia Espinosa Tcherassi, had the opportunity to share her insights on luxury in Latin America at the Harvard Business School. To speak at one of America’s premier Ivy League institutions was a true brand milestone, as it was to be joined by Ginny Wright, CEO of the Americas for Audemars Piguet and one of the top leaders in the fine watchmaking sphere.

Two people stand in front of a Harvard Business School sign, with a campus building and trees in the background.

In the engaging conversation, Sofia touched on what it takes to build a high-end label in Latin America and discussed the role her mother, Silvia, has had in opening doors for other creatives in the region: “I feel immensely proud to be part of a luxury brand that is not only made in Latin America, but has also successfully positioned itself on the international stage. The industry is very different now than it was 25-30 years ago. My mother carved out a place for the Silvia Tcherassi brand without any predecessors before her–in so many ways, her actions were groundbreaking.”

A woman in a beige suit sits on a desk chair in a lecture room with a presentation slide in the background. A table with flowers and a water bottle is in the foreground.

Much like the Swiss luxury watch brand, Audemars Piguet, the triumph of both companies relies on a confluence of factors: “creativity and innovation are at the core of our brand,” shared Espinosa Tcherassi, “from the very start, a sense of exploration has always informed our designs and our overarching collection themes. I believe this is because there is an innate curiosity that typifies my mother’s character, but also because unlike Europe or North America, where access to resources like materials and specialists has always been widely available, we had to be resourceful and truly think outside of the box to bring our visions to fruition. In retrospect, I think this has been one of our most formidable characteristics, making us not only stronger as a whole, but more unique.”

Three people sitting on stage in front of an audience at a lecture hall. A presentation screen is visible in the background.

The search for more sustainable alternatives and the importance of a clear brand DNA and legacy were also addressed during the panel. “Ultimately, my brother Mauricio and I will strive to make this brand grow and maintain its relevance through time. It’s a challenging responsibility, but we are confident that we will succeed–we've had the best example set before us.”

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