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Panerai CMO, Alessandro Ficarelli On the Brand’s Sustainability Effort and Communication


Image: Panerai

Panerai’s exhibiting at Watches and Wonders Geneva 2022 carries on from the place the watchmaker left off the 12 months earlier than as they reaffirm their commitments to sustainable watchmaking. After revealing the Panerai Submersible eLAB-ID idea watch and the introduction of its recycled metal alloy often called eSteel final 12 months, Panerai is firing on all cylinders because it launches the Submersible QuarantaQuattro eSteel and made a proud declaration to maneuver its manufacturing from common metal to eSteel by 2025. WOW’s Contributing Editor, Asaph Low caught up with Alessandro Ficarelli, Chief Marketing Officer of Panerai, who shares his views about eSteel, the significance of communication with purchasers and the motivation behind Panerai’s new partnership with Watchfinder & Co.

First off, congratulations on the wonderful novelties. Which assortment do you personally like probably the most?

It’s like asking who’s my favorite baby you recognize however jokes apart, I’m carrying the Submersible Luna Rossa which I like as we communicate. The Submersible is certainly one of my favourites, the Carbotech (PAM01232) if not the Bianco model (PAM01226). Its (PAM01226) mixture with the inexperienced strap jogs my memory of summer season!

Sustainable watchmaking is Panerai’s course transferring ahead. How will Panerai talk this successfully and precisely to purchasers?

Submersible QuarantaQuattro Steel

We are upgrading our web site to have the sustainability pages on the touchdown web page. Roughly two years in the past we eliminated the instruction leaflets, this 12 months we’re presenting a brand new packaging field constructed from recycled supplies. Products are simply the tip of the iceberg of what you see, it’s additionally speaking processes, folks, the constructing in addition to ambassadors corresponding to Mike Horn. Our sustainable or Ecologico framework as we name it internally extends from the organisation to our subsidiaries. 

What are some challenges Panerai confronted when working with Steel?

We began first with the EcoTitanium with Mike Horn a number of years in the past and we realised we’re in a position to manufacture and machine some recycled titanium. The challenges of eSteel are having to remodel, purify and add the identical high quality requirements as common metal. The purer metal will get, the more durable it’s to machine with our instruments because the machining heads get broken simply. The variety of rejects charge is sort of excessive however we’re enhancing alongside the way in which. We are declaring by 2025, we’ll transfer all of the manufacturing of ordinary metal to eSteel which is constructed from 95 per cent recycled metal.

When Panerai is planning for brand new merchandise, how do you guys strike a steadiness between listening to the client’s wants and needs versus pushing the model’s imaginative and prescient?

Alessandro Ficarelli, Panerai
Image: Panerai

This is an excellent query. When we current sustainable merchandise, the brand new technology is asking why we didn’t do it earlier than? We hearken to our clients. The Submersible QuarantaQuattro is the results of the client-centric philosophy of Panerai. We are getting extra suggestions, information, and knowledge than ever earlier than about what our clients need or are on the lookout for via our boutiques and digital presence. Also, we have to respect the DNA and aesthetic codes of Panerai, so we create evolutions and even cut back the common dimension. We have the 38mm Luminor Due now and are speaking straight with women which up to now didn’t exist. Even if Panerai’s historical past is about masculine watches or devices made for the Italian Navy, in the long run, we now have the model stretch to succeed in out to purchasers who’re attracted by the Italian aspect of the model, the Italian way of life and the combination of Italian and Swiss watchmaking luxurious.  

The Paneristi is likely one of the most famed watch communities, how does Panerai proceed to have interaction this group and extra importantly attain out to new buyer bases?

Just this morning I had a gathering with the gentleman who created Paneristi 21 years in the past and an Italian Paneristi reached out to me throughout my commute. Now we’re extra client-centric and it’s mirrored in our availability by way of e mail, Whatsapp or different social media platforms. Our CEO Jean-Marc Pontroue led to this new philosophy too and solutions everybody as a result of we now have nothing to cover and with this transparency, we will speak overtly. We settle for the suggestions from purchasers, we pay attention, listening is essential and we do our greatest to construct the model and develop our targets.

What is the motivation behind the brand new initiative with Watchfinder & Co.?

Submersible S Blue Shadow Brabus Edition

Everyone realised lately the secondhand market is rising, particularly the fellows behind Watchfinder & Co. It’s about collaborating within the secondhand market to know your clients, the information and insights we get from it are invaluable. If a buyer sells a Panerai, what do they purchase? Is it a brand new Panerai or one other model? Also, it meets our targets of sustainability as we give a second life to the watches. A buyer can promote his Panerai for brand new watches which we provide to Watchfinder’s London, Geneva and Paris boutiques. Sustainability shouldn’t be solely about recycling materials however activating the secondary economic system and buying and selling is a kind of actions.  

Panerai is engaged on many thrilling collaborations, the latest being with Brabus. What are sure issues Panerai takes with regards to selecting the correct organisations to work with?

In the occasion of Brabus, we each shared an goal to scale back the environmental affect and got here along with concepts and options. The Submersible Brabus Edition is predicated on the Brabus Shadow 900. Our foremost companion is with Luna Rossa for the America’s Cup, about crusing and efficiency, so we thought we might have one thing related with Brabus and their speedboats. Along the way in which, we realised we now have many shared purchasers who like Brabus and Panerai, and so they need one thing distinctive.

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