Talking to Jean-Marc Pontroué, CEO of Panerai “2020 will be a Luminor Year”

Jean-Marc Pontroué was designated CEO of Panerai in 2016, fortifying the brand with new energy. Change was required yet with a brand like Panerai, whose acclaim depends on an exceptional idea (1930s to 1950s military plunge watches), advancement can be the foe. We accepted the open door of the dispatch of the Panerai Luminor Marina Titanio/DLC Bucherer BLUE in Zurich to plunk down with Mr Pontroué and discussion about his initial 18 months at the top of the brand, his organization with Bucherer, and what’s in store for 2020.


“The Luminor was made in 1950… The 70th commemoration of Luminor will be our significant subject (for 2020)”


Xavier Markl, MONOCHROME – Managing Panerai is perhaps the most fascinating however most troublesome difficulties for a CEO in the business! What is your inclination following 18 months at the top of the company?

Jean-Marc Pontroué, Panerai – Well, no, it is fairly simple all things considered. Such countless brands are endeavoring to make famous items. At the point when I joined Panerai, I was sufficiently fortunate to realize that the brand previously had a notable watch with Luminor. That makes your work simpler. We even have a couple of watches that don’t bear the name Panerai logo on their dials: not very many brands can pull off a ‘logo-less’ product.

But did Panerai need change?

What you need are inventiveness and an excellent of business. You need to tune in to your customers and tune in to the market. You need to focus on purchaser patterns. For example, we have dispatched “experiences” that are an enormous achievement (supervisor’s note: check, for example, the Guillaume Nery version ). Indeed, in the event that you set aside the effort to converse with a couple of your clients, you’ll discover rapidly that they are searching for such encounters. I was not the one to have had this thought. It is coming from our customers.

Yes, yet this is a somewhat new kind of activity in the watch industry…

Yes. And we needed to make the idea and have the correct thought. Be that as it may, we have a lot of thoughts: item, bundling, encounters, ideas, you name it… When you are an Italian extravagance brand with the correct group, you don’t need thoughts. However, we need to choose the correct thoughts that are intelligible with the brand.

So, what were your challenges?

Well, I have a somewhat basic work. Panerai is a staggering brand. We have 30,000 Paneristi who are remarkably committed to the brand, in a way I have never seen. A couple of days prior, I was in Amsterdam for the P-days, a three-day overall Paneristi gathering. Individuals coming from 30 unique nations. It’s fabulous to have a particularly solid and steadfast fanbase. We have an extraordinary number of superstars wearing our items. Stallone was one of the people that helped “launch” the brand. At that point, we are incorporated into a gathering, with conveyance, shops and accomplices like Bucherer. We have a brand that is adequately fortunate to get and have astonishing support.

Since you notice it, appropriation assumes a urgent part in the business. How does Panerai deal with its distribution?

We have our straightforwardly claimed stores, our shops, and a few deals focuses with outer accomplices, as Bucherer. We are important for the couple of brands that figure out how to produce considerable turnover with a somewhat little retail space. Our business doesn’t need huge “real estate”. A portion of our stores are 50/60 square meters. Then again, the area is vital to fruitful retail activities. We have our own shops and stores we open with accomplices. I was as of late at the initiation of our Chicago shop, which we opened with a partner.

Then we have web based business. This is another direct in the business. Indeed, we are fortunate to be important for Richemont that encouraged us open our internet business site. The gathering possesses Yoox Net-a-doorman and Watchfinder. It has an organization with Alibaba in China. We are getting stunning help. So back to your first inquiry, yes working for Panerai is in fact difficult work and it requires exertion like running a long distance race. Be that as it may, we are in a simpler circumstance than a large number of our competitors.

What job does a retailer like Bucherer play in your distribution?

Bucherer is one of the not very many retailers to have such selling power, promoting aptitude and merchandising ability. It is a challenging company with extraordinary aspirations and a drawn out vision. Think about the securing of Tourneau in the USA or the manner in which they have dispatched and molded their CPO program. This is truly amazing. The Bucherer BLUE idea itself is amazing and they were the first. They are genuinely on the ball. This evening’s occasion, past the dispatch of a Bucherer BLUE release, shows their ability to reexamine the best approach to introduce watches. Bucherer is a benchmark for us all. I regularly visit their stores to perceive how they are functioning.

They are genuine accomplices for us. It goes past purchasing and selling watches. A gathering with Bucherer is about what should be possible together to improve the manner in which we work and make esteem together for our brands.

How was the Panerai Luminor Marina Titanio/DLC Bucherer BLUE created?

It is a 44mm Luminor Marina introduced in DLC-titanium. The dial has been made utilizing the Bucherer BLUE Pantone. The development is our P-9010 with a shut caseback with a Bucherer etching. It is restricted to 188 pieces. It unites the most famous Panerai highlights. Working with Bucherer on this version, we needed something that would address American, European and Asian customers.

Bucherer has recently dispatched its guaranteed used program. What’s Panerai’s interpretation of CPO?

We have some involvement in CPO in light of the fact that we work with Watchfinder in London. So we have feet in this new movement and we gain from it. We are acquiring experience. As of late we have had a couple of watches that sold at great costs at barters. For example, an uncommon Radiomir sold for EUR 226,000. Not many watches accomplish such costs for steel watches without complication. The resale estimation of Panerai watches shows the potential for CPO.

This year has been about Submersible. What would we be able to expect for 2020?

The Bucherer BLUE release gives a preview of what’s to come. 2020 will be a Luminor year. The Luminor was made in 1950 with its case and the utilization of tritium-based glowing material. The 70th commemoration of Luminor will be our major theme.

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