Interview: Paneraiand#039;s CEO Angelo Bonati on Innovation and Craftsmanship

p/p pandnbsp;/p pIf there is one brand that knows how to express uniqueness and authenticity, while staying true to its DNA - its Panerai. Taking us into this world of luxe timpieces is Angelo Bonati, CEO of the brand with an exclusive tandecirc;te-andagrave;-tandecirc;te./p pandnbsp;/p pstrongPanerai presented an eclectic range of watches this year. Where do you see the brand headed?/strongbr /Itandrsquo;s the same as beforeandmdash;to respect the shape [and] quality; the way to produce the watch yet not waste time in realizing something that is not proper to the brand; and then, to develop the movement in order to give us the flexibility to propose different watches while keeping the same case. Thatandrsquo;s very important for us. We work on the contents in order to have the flexibility to produce different references while keeping the same model. The Radiomir is always the Radiomir; the Luminor will stay the Luminor. We donandrsquo;t need more. But we need to always organise our creativity in order to respect the DNA, to respect the shape of the brand.br /br /strong/strong/p pstrongLetandrsquo;s talk about Indiaandmdash;what are your plans for it?/strongbr /In India, we are investing and are trying to create the foundation for the future. We have a boutique and weandrsquo;ll probably open a second one. We are working in accordance with what India can offer; to open a point of sale is easy, but to keep it open is a challenge. The plan is to finetune the distribution; currently, we have around 8 to 10 points of sales. Itandrsquo;s the ideal number and we donandrsquo;t need to expand this. We need to cultivate the brand in order to make it grow. For Indians who travel, the brand is very well known. For those who donandrsquo;t, the level of awareness isnandrsquo;t the same as it is with some of the other brands. In any case, Panerai is a niche brand; additionally, itandrsquo;s a sophisticated product thanks to the shape and other details. We are already growing and I think in the next year, we will grow further./p p style="text-align: center;"/p p style="text-align: center;"emLoScienziato Luminor 1950 Tourbillon GMT Titanio 47mm/em/p p style="text-align: center;"embr //em/p pstrongHow do you plan to educate the new consumer, one who isnandrsquo;t as aware of the brand and its philosophy?/strongbr /Weandrsquo;ll do this by keeping a clear identity and respecting the DNA of the brand. For many brands, they are doingbr /everything because they want to capitalise on the opportunistic moment. For Panerai, this is not the case. The goal of Panerai is always the same: to move in the same direction and to not betray our traditions. Itandrsquo;s not always easy to do a great job in order to express uniqueness and authenticity. When one is required to pay Euros 10,000 for one watch in steel, if you donandrsquo;t believe in what youandrsquo;re paying [for], you donandrsquo;t buy it. So thatandrsquo;s our task. Itandrsquo;s easy to change it andbr /utilise the opportunity, but itandrsquo;s dangerous. br /strong/strong/p pandnbsp;/p pstrongIs there a particular watch from the new collection that you would like to talk about?/strongbr /Yes, itandrsquo;s the one with the tourbillonandmdash;the LoScienziato Luminor 1950 Tourbillon GMT Titanio. Firstly, the watch isnandrsquo;tbr /made the traditional way, wherein you have a barrel and you cut the barrel and then drill on it. This process is a bit like a 3D printer. Weandrsquo;ve used the technique of Direct Laser Sintering that prints layer upon layer, welding it all together to create a form that is hollow. Also, this technique allows for the case to be extremely light. If you hold it close, you can hear the sound. Its characteristicandmdash;the fact that itandrsquo;s hollowandmdash;enables the sound to emit in this manner. Do you know how long this process takes? It takes half an hour. Just to say, this is one of the directions of Panerai, but we continue to respect our DNA, concept of quality, and the fact that the Laboratorio di Idee [in Neuchatel] is always looking for something new and innovative. This is in keeping with our philosophy./p pandnbsp;/p pstrongMore On andgt;andgt; a href="http://www.luxpresso.com/watches" target="_blank"Watches/a/strong/p

from Luxpresso http://www.luxpresso.com/news-watches/luxury-timepieces-an-exclusive-interview-with-angelo-bonati-of-panerai/16052460
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