B`MεροςWhat inspired your initial interest in watches, and how did you get started? The “tick tock” [of a watch]. I heard the “tick tock tick tock” so I tried to open it. It was a small pocket watch that was my grandfather’s watch. I still have the watch, it doesn’t work anymore because when I tried to open it, I destroyed it.
What do you think is most engaging about Miami? Frankly, I am not able to answer precisely, but every time I land in Miami I feel something exciting. It is a city that excites me, and not for the entertainment, that of course that is very important for the 20s, but that is not for me. It is modern and there is a dynamism [to Miami], it is very dynamic. It is different than New York and San Francisco, they are old compared to Miami. Miami has a lot of vibrancy and it is growing quickly.
adult image uploadWhy did you decide to build your boutique in the Miami Design District? Because we bet on this place and the project. It is an important project for Miami because Miami is the another center of culture full of contemporary art and design. And given that Panerai believes very strongly in design, so we thought, why not here(…). I think it was the best choice.
What is your vision for the future of Panerai? Twenty years ago, it was our goal to establish a brand. To create a brand that was timeless brand. If you are in the luxury, you must be timeless [in order] to have a strong [and] constant brand. As a manager you have to work in order to prepare for other people to come and to work and develop [your brand]. That is why we [started to] create an in-house movement, that is why we built a 10,000 square meter facility, and that is why we continue act always in communications. That is why we have the classic yacht, because the classic yachts are linked to the watch-maker because you need competencies [sic], you need passion, it is timeless, and they are all values you can find in our brand and in our watches. On the other side, there is history, the family, the values, Florence, and we are lucky because we have a lot of this. And when a client comes in to buy a watch, they are getting more than just a watch.
imguploadimagehostingWhat do you prefer more, watches or sailing? Good question, but you forgot one - golf! [laughs] What I prefer? I think they compliment each other. I started to play golf four years ago because I had my boat off the coast of Italy, and in the morning there is no wind so you have to wait until 1-2 in the afternoon. So I go to play golf in the morning and then I sail in the afternoon!
What is your favorite thing about your job --what do you enjoy most and why? The satisfaction of my clients, to see them very happy. To see the people that work for me happy and perform well. And to see what we built in 20 years. When I started it was one office with a plant and it was very poor because I didn’t water it enough. And the goal was to think about what to do. And now we have empty 600 people. Plus another 250 people who work indirectly for Panerai. When you have all those people they contribute to create value and you can contribute with the work and having a job. But when you get up in the morning [to get ready for work] and shave your face, you have to do a good job because you have people depending on you.
What watch are you wearing right now?I am testing this watch playing golf right now. It is the Radiomir 1940 3 Days Automatic Accaio - 45 mm with the micro-rotor movement. Sometimes you have to test using it in a strong way [sic]. It fell down twice on a hard surface, and my [golf swing] is very powerful despite my ball going the other way, but until now the watch works very well.
image hosting freeWhat is your advice to new watch collectors? I cannot say that I am a collector. What is it to be called a collector? 1 watch, 3 watches, 10 watches, 30 watches? To be a collector you have to define what a collector is. In my opinion a collector is someone who loves all watches and follows the dream to own a watch. And when you are able to satisfy your dream, you’re a collector.
What is your favorite current Panerai model? It is difficult to answer you because it is like a father choosing his favorite son. The iconic Luminor Marina is always the most popular though.
free photo uploadThere are a number of female Panerai owners. Did you plan on marketing towards women buyers? I never planned to do something for ladies, but I planned to do watches. If a woman wants to buy my watches, I think that is great.
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