I wouldn’t be surprised if Dunhill hasn’t been on your radar. It’s a brand that has been quiety gaining traction over the years, positioning itself as an inconspicuous contender in the luxury landscape against larger names. But with a track record going back 130 years, they must be doing something right.
Dunhill began as a saddle-making company that was inherited by its founder, Alfred Dunhill, from his father. Taking a look around at the growing market of automotives, Dunhill used his business sense to put the horses away, so to speak, and focus on providing leather accessories for the nascent auto industry. By evolving with the times, Dunhill was not only able to stay afloat, but to actually succeed in an emerging industry. This, more than a century later, appears to be a trait ingrained into the DNA of the brand.
By promising “Everything for the car but the motor” to its customers, Dunhill supplied wealthy Londoners who were interested in automobiles with a variety of products, from leather overcoats to goggles to car horn covers. The Dunhill brand’s history in saddle-making came in handy: they were already familiar with high-quality leathers that could adapt to various elements and produce bespoke products as-needed. By the 1920s, Dunhill was known within the London area and by the 1950s, it had broadened its appeal to the continent and the United States to be a veritable luxury brand.
Over the years, Dunhill has remained understated within the designer market, but still there remains a following that understands that well-made products will wait to be appreciated and don’t have to announce themselves. It’s this brand identity that had been crafted for more than a century that attracted Richemont, the owners of Cartier and Montblanc (to name a few), to acquire the brand in 1998.
