July 03, 2018


After the famous LONGCHAMP parasol bag, a sportswear clothing line published by ARMOR LUX, a capsule with AGNES.B. Two years ago, Deauville unveiled “cuff” bracelets designed in collaboration with the ARTHUS-BERTRAND group. 2018 marks the creation of a pendant in the same spirit, reproducing the design of the Lices des Planches de Deauville, a well-known symbol of the city.

The boards' lists: symbol of Deauville

Several products already bear the famous symbol that can be found on the boards of Les Planches cabins. Built in 1923, the famous sea bathing establishment boasts Art Deco architecture. Visitors from all over the world appreciate the modernity and purity of its lines as well as its mosaic decorations. The City intends to continue its collaborations around this design, symbol of the architectural creativity of the city.


This brand license is - like the other Deauville licenses - part of a strategy to protect and promote the name DEAUVILLE, a strategy that is both meaningful for its consumers and likely to generate revenue to support the development of attractiveness. of the territory.

This spring, Deauville embarked on the launch of two other “flagship” products: a crockery range with the Guy Degrenne brand andEau Paris-Deauville in collaboration with the famous house Chanel.

The Arthus-Bertrand group

Throughout its history, the Group has developed around 4 major values, guarantees of its sustainability and drivers of its development since its creation: tradition, quality, creativity and technical know-how.

The Story

In 1802, Napoleon then consul of France, created the order of the Legion of Honor to reward both military bravery and civilian merit. Taking advantage of this opportunity, a military officer, Michel-Ange Marion, created in 1803 an embroidery, trimmings, flags and insignia business, which initially provided most of the military embroidery and the flags of the army. At the same time, another officer of the revolutionary army, Claude Arthus Bertrand, also created in 1803 a company in the field of publishing. Highly respected under the Empire, the two men were each decorated with the Legion of Honor. The two families united in 1862 on the occasion of the marriage of two of their grandchildren.

The company then embarked on the manufacture of decorations and medals and set up a store as well as the offices of the company at Place Saint Germain des Prés, an emblematic place for the brand. The First World War increased the activity and visibility of Maison Arthus-Bertrand, in particular winner of the competition for the creation of the Croix de Guerre. Benefiting after the conflict from the prestige of victorious France, it became the supplier of medals and decorations to a large number of countries in Central Europe, the Middle East, Africa and South America, where it was particularly developing in from 1938 with the acquisition of the Lemaître company. This international opening will allow Arthus-Bertrand to acquire a very rich historical collection of striking dies (punches) allowing it to possible reissues. The Maison then began manufacturing metallic military badges (regimental badges, etc.), then continued to diversify into the production of baptism medals and jewelry. After World War II, Arthus-Bertrand became the official supplier to various ministries. In particular, in 1963, she was entrusted with the design and creation of the National Order of Merit. The company will also see itself subsequently referenced for the manufacture of academician swords and necklaces dedicated to the Presidents of the Republic. From the 1980s, the Group opened its range to new and original products, such as the pin's, of which the Group was at the origin and which helped to increase its notoriety. In the 2000s, the Group decided to develop its own store network, opening in 2000 a second store in Paris (avenue Victor Hugo), a new one in Lille in 2006, then its third Parisian store (rue Royale) in 2010 , and finally from the beginning of 2011, in Bordeaux, Lyon, Toulouse, Deauville, Cannes, Brussels; all of the stores are located in prime locations in the city center. This proprietary distribution policy is accompanied by the opening of an e-commerce site.

Today, the operating companies of the Arthus-Bertrand Group have consolidated sales of around € 36 million and employ 263 people. The Arthus-Bertrand brand, positioned on the high-end market, continues to strengthen its visibility in France, notably through a policy of setting up shops and more active communication. Maison Arthus-Bertrand has a wide variety of skills. 4 types of activities characterize the Group:
- The “merit” market: manufacture of decorations, medals and badges,
- Jewelry and watchmaking,
- Communication objects: from exclusive tailor-made objects to key rings,
- Industrial subcontracting: corresponds to the manufacture of accessories for the world of luxury.
This relatively long-lasting mix of activity is also often the subject of exceptional orders (major political or military events, sports competitions, etc.). This diversity in terms of business and distribution channel is a strong asset because it allows good diversification of risks, a guarantee of its sustainability, especially in times of crisis.

Deauville, the brand

Identity, history, economic forces, heritage, quality of life, landscapes, since its creation, Deauville has been highlighting its territory in a search for permanent attractiveness.

In 2007, Philippe Augier, Mayor of Deauville, noted that the Deauville brand is too often misused in favor of private interests unrelated to the territory. He organizes the legal protection of the name Deauville and at the same time works on the development of brand licenses and derivative products that have meaning for the city. Deauville bases its economic strategy on the development of responsible tourism: heritage protection, quality of reception, creation of high-quality tourist infrastructures, events policy with a cultural and sporting vocation, research of new forms of tourism, support for forums and meetings that make things happen. The registered and protected DEAUVILLE trademark is the expression of an identity, a positioning, a shared ambition: to develop the notoriety of Deauville and to strongly affirm its positioning - a place of cultural and tourist gathering, a place of creativity, meeting and well-being. The DEAUVILLE brand highlights the individual or collective successes of the territory, the equipment, the events, the meetings, which bring its territory to life. It can be shared by all economic, cultural and associative players who adhere to its values ​​and ambitions.

More information

The pendant, in 925 / 1000th silver, will be sold exclusively, throughout the summer, in the Arthus-Bertrand boutique, 105 rue Eugène Colas in Deauville.


Contact us:
+33 (0)2 31 14 40 00

Our tourist information offices:

Residence of the Clock
Empress Eugenie wharf
14800 Deauville
See opening hours

Place Jean-Mermoz
14640 Villers-sur-Mer
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32 bis avenue Michel d'Ornano
14910 Blonville-sur-Mer
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40 rue du Général Leclerc
14113 Villerville
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20 Place Lemercier
14800 Toques
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Louis Delamare Promenade
(behind the aid station)
14800 Tourgeville
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