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After 21 years at Panerai, what are your strongest memories of developing the brand?
When we started with Panerai, we were proposing something very different to the market, something that didn’t really exist and we were not sure what the reaction would be. It turned out that people were surprised – they were shocked – and from that time until now, we have always tried to shock people. Not by proposing something stupid or something frivolous, but by delivering serious contenders into the watch market. The watch industry is full of exceptional timepieces and to take market-share is never easy, but we did it. How? Because right from the beginning, we started dreaming. And in dreaming, we found the strength to accept the challenge, to develop the brand.
“Your heart was warm and happy
With the lilt of Irish laughter
Every day and in every way
Now forever and ever after."