18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

The content of this Answer to Question 18 set forth below which describes the plans for Richemont DNS’s registry constitutes the “purpose” of the registry as that term is used in paragraph 1.b. of Specification 9 of the Draft New gTLD Registry Agreement found in Module 5 of the Richemont DNS Guidebook dated January 11, 2012 (“the Purpose”). Richemont DNS will publish its Charter and its policies, guidelines, and other supporting documentation related to the implementation of the registry consistent with the Purpose, all prior to launch. All second level domain names registered by Richemont DNS on behalf of itself or an affiliate will be registered through an ICANN-accredited registrar and will be consistent with the Purpose. All registrants of second level domain names will be affiliates of Richemont DNS or will be parties operating under a written contractual agreement specifically allowing the registration of a second level domain name within this registry (the “Prerequisite Agreement”).
Over time, jewelry has had many uses: as currency, for functional reasons, to convey symbolism and protection and for artistic display. From earliest times, it has been used to denote status and most cultures have stored their wealth in the form of jewelry.
According to a 2007 KPMG study, currently the largest jewelry market is the United States with a market share of 30.8%, although by 2015, it is predicted that China and India will increase their market share to over 13%.
Together with luxury watch making and writing instruments, jewelry is one of the strengths of Compagnie Financière Richemont S.A. (“CFR”), ”), a Swiss luxury goods holding company, which was created in 1988, hence our interest in this term. This application is being made by Richemont DNS Inc., (referred to herein as “Richemont DNS”), one of CFR’s indirect wholly-owned subsidiaries. The group of companies whose ultimate parent company is CFR is referred to herein collectively as “Richemont”.
CFR owns several of the worldʹs leading companies, including Cartier and Van Cleef & Arpels, high profile leaders in their field. In 2011, our jewelry Maisons sales totalled €3,479 billion (up from €2,688 billion in 2010) representing 50% of Group sales with an operating profit of €1,062 billion, up from €742 million in 2010.
Richemont’s luxury businesses operate globally. The largest market is Asia-Pacific, which generates more than 40 per cent of sales. We believe the diversity of our geographical operations, with a lack of dependency on any one market, represents a long-term competitive advantage.
Richemont directly employs more than 20,000 people worldwide and has employees based in all major regions of the world. Two-thirds of Richemont’s employees are based in Europe, but Asia-Pacific and the Americas are also significant and growing areas of employment. The majority of Richemont’s employees in Europe are based in Switzerland, France, and Germany, where the manufacture of luxury goods is concentrated. Asia and the Far East are growing markets. In all regions, employees are engaged in retail, distribution, after sales service and⁄or administrative functions.
Richemont ‘A’ shares are listed on the SIX Swiss Exchange, Richemont’s primary listing, and are included in the Swiss Market Index (‘SMI’) of leading stocks. Richemont’s South African Depository Receipts are listed in Johannesburg, Richemont’s secondary listing. Richemont is the eighth largest company in the Swiss Market Index and, as of 2007, Richemont was the third-largest luxury goods company in the world by annual revenues. In the 2010⁄2011 financial year, Richemont sales were €6.892 billion, a rise of 33% on the previous year (at actual exchange rates) and our operating profit rose by 63% to €1.355 billion.
Investments in research, development and innovation extend to watch movements, new product designs and marketing-related activities. The annual accounting charge for research and development costs n this product category is some €20 million.
The .珠宝 registry (meaning “.Jewelry” in Chinese) will be a standard, i.e. not a community-based, restricted registry. Its main purpose will be:
• To provide a trusted source of good public information to the Chinese market to benefit those interested in jewelry and all members of the jewelry industry, thereby counteracting any inaccurate information about jewelry. Richemont has a portfolio of jewelry brands with registered intellectual property rights around the world. Securing the term, .珠宝 will enable Richemont to harmonise its current brand protection policies and to mitigate counterfeiting, a scourge of the luxury goods industry, for government and consumers alike;
• To provide a platform for the delivery of secure digital material for both industry professionals and consumers;
• To ensure Richemont remains at the forefront of innovation by keeping pace with internet technology developments; and
• To provide a single, trusted source for the press and governments regarding our jewelry portfolio of businesses, models, and brands.


The success of the .珠宝 registry will be determined by the enhancement in the equity of Richemont’s jewelry making businesses and brand in China, and in terms of the security and stability it brings to our communications with customers, the press, and governments. Since there will be no market in second level domain name registrations in this registry, success will not be measured by the number of second level domain name registrations.

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