Laurent Perves is steering Vacheron Constantin away from volume-driven growth towards a strategy emphasizing cultural prestige and intricate complications. The brand, under his leadership, generated over SFr1 billion (£950 million) in revenue in 2023, with annual production estimated at more than 25,000 watches – a significant increase from the 3,000 watches produced in the 1980s. Yet, Perves explicitly rejects chasing volume for its own sake, stating the goal is to evolve with the market without acceleration. Production is capped at 25,000 units annually, a deliberate limit to focus on value rather than scale. The brand's positioning is described as occupying the entire field of high watchmaking, diversifying risk across complications, aesthetics, and price tiers.

This approach is evident in the Tribute to Great Civilisations collection and bespoke partnerships with The Met and the Louvre, where collectors can commission unique watches based on masterpieces, with prices starting at €150,000 pre-tax and production limited to just 10-12 pieces per year. The focus on culture and craftsmanship extends to distribution, with a network of boutiques designed for community and tenure, and a carefully managed secondary market through certified pre-owned programs and a collector-focused vintage offering. Perves rules out meaningful expansion, emphasizing that value – through higher pricing, richer specifications, and a perception of intrinsic worth – is the only sustainable lever for growth, even as the broader market slows.