ACCESSORIES - ALESSANDRO FICARELLI, CHIEF MARKETING OFFICER, PANERAI: "WE ARE AN EMBODIMENT OF AN ELEVATED CUSTOMER JOURNEY"
As more and more hotels partner with fashion and accessories brands, Panerai is ready to bring their shopping experience and watches to luxury hotel guests. |
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ACCESSORIES - ALESSANDRO FICARELLI, CHIEF MARKETING OFFICER, PANERAI: "WE ARE AN EMBODIMENT OF AN ELEVATED CUSTOMER JOURNEY"
As more and more hotels partner with fashion and accessories brands, Panerai is ready to bring their shopping experience and watches to luxury hotel guests. |
Category: Worldwide - Interviews and portraits
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Interview made by Sonia Taourghi on 2024-07-16
 Alessandro Ficarelli, Chief Marketing Officer at Panerai, part of the Richemont Group
Photo credit © Panerai
Responsible for coordinating the Design and Technical departments, he shares the strengths of the Italian brand.
Journal des Palaces: What are the story and the vision behind the brand?
Alessandro Ficarelli: Our history started in 1860, when Giovanni Panerai opened his first shop at “Ponte alle Grazie” in Florence. While in 1916 the Radiomir paste was patented – a radium-based, luminous material aiding night missions, in 1935 the first Radiomir watch was commissioned. The Radiomir later evolved into the Luminor, with enhanced features for robustness and legibility, crucial for underwater military operations.
Since the beginning, Panerai’s mission has been to design innovative instruments empowering modern heroes. We are a brand steeped in history, with a legacy of crafting instruments for the Italian Navy's commandos. This rich past informs our commitment to precision and functionality, all while inspiring us to continually push the boundaries of innovation. Adventure is also at the heart of our identity, not just in the physical sense but also in the spirit of exploration and pushing the limits of what's possible in watchmaking.
Throughout the decades, Panerai’s innovations, like the crown-protecting device and evolving case designs, have continually met the demanding needs of military performance, defining the brand’s legacy of functional and pioneering design.
Which three words would you use to define Panerai?
Heritage, Functional Design and Innovation.
Our work aims at strengthening our universe, made of four Collections:
Radiomir: Panerai’s most classic line, the symbol of Italian elegance made of refined details.
Luminor: characterised by its emblematic, patented crown-protecting device.
Luminor Due: a new interpretation faithful to the original Luminor aesthetic with a more contemporary functionality.
Submersible: typified by a bold design, high-tech materials and a unidirectional rotating bezel for the calculation of immersion time, each of them typified by a peculiar identity and aesthetic.
Who are your clients?
Our clients reflect the peculiarities of our watches. Watch collectors for Panerai are the quintessential customer: watch aficionados, whose passion for watchmaking extends beyond mere ownership to a deep appreciation of technicality and complications.
We are also the only brand with a spontaneous community of enthusiasts, the Paneristi, for whom Panerai is much more than just a watch.
Another interesting profile to mention is the one that looks for exclusives. For these clients, luxury is intrinsically linked to exclusivity, storytelling, and the overall experience. They seek out special editions and experiences that showcase their taste for unique items and allow them to own something unique.
Our Experiences watches appeal very well because the program gives watch owners otherwise inaccessible once-in-a-lifetime moments, connected to the DNA of the timepieces, thus giving the clients truly a story to tell.
Can you tell us more about your collaborations with luxury hotels/restaurants and what you bring to each other?
Partnering with high-end Hotels resonates with our core values, as an Italian brand, hospitality is key. We have soft collaborations to bring our clientele memorable and forgettable experiences.
What do luxury brands have to bring to the luxury experience in hotels?
A complementary experience. They are “the” experts in providing stunning locations, unique atmospheres, and unparalleled services. Luxury brands complete this dream with tangible works of art, in our case with the best of watch-making expertise enclosed in a watch.
Panerai boutiques today are not just stores, but true homes that encapsulate the spirit of the brand — steeped in history, innovation, and distinctly Italian DNA.We offer a retail experience that blends hospitality, education, and the effortless comfort that is innate to the brand: an embodiment of an elevated customer journey.
How do you innovate, in terms of products and services, while maintaining the same level of excellence?
Panerai's product team navigates the delicate balance between introducing innovative designs and preserving the brand's emblematic DNA. This ongoing dialogue focuses on maintaining authenticity while exploring new avenues for product evolution.
The brand's heritage serves as a foundation upon which new ideas are built, ensuring that each innovation reflects Panerai's core values and aesthetic principles. We study and analyse our rich archives, continually drawing inspiration and insights from tangible elements of our history.
All our Collections are highly distinguishable: for this reason, we aim to enrich them, while preserving our history and DNA. We effortlessly work on Research & Innovation, as – since 1860 – the design of each Panerai watch has been determined by its functions.
In terms of service, retail development is an important element, highlighted by the opening of 40 new boutiques, including three Casa Panerai, on Madison Avenue NY, Champs Elysées Paris, and Montenapoleone Milan.
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