an increase of 53 for the period 20092013For now nothing has filtered on its intentionsIn fact the studied technologies field is extensiveDrizzle marks the Windows of ash grey spotsIn national accounts nothing of the sortIn renewable energy it is the excitementThe FrancoGerman antagonism An old quarrelInstead it returned in enlargement backwards85 of capital and the third of BHP Billiton Plc with 3that of deal maker against the strategistA terrace of florentine coffee, piazza San Giovanni, not far from the Duomo, a group of a dozen men leads a long and lively conversation. It revolves around a single topic: watches Panerai, they come to visit the shop and small associated Museum. When the claw collectors are together, their speech was monomaniaques speeds.
Yet, ten years ago, the mark did not really exist. Panerai has managed to build one in an area which had already many actors. A case of school marketing, beyond the world of watchmaking. All left the redemption in 1997 by the Richemont group of company Officine Panerai, which marketed both watches as marine compasses or flares. Some consumer models had been launched from 1993 and actor Sylvester Stallone had expressed his interest in them. But success was limited and the approach to the consumer was still embryonic. To get a place on a niche, the claw mixed ingredients, analysing the gaps in the market. "At the time, there were only small watches, with complications and not always easy to read dials." We have proposed a product simple, large, easily readable. "Those who told me that I commercialisais"a reawakening of wrist", I replied that I was selling a concept, a story", explains, amused, Angelo Bonati, the CEO of the brand. Today, large dials have spread in the area.
Five shops in his name
The industry of luxury also operates the notion of scarcity in his own way, through including a series of special editions and vintage products. All at prices very high but not as expensive as other brands. The difficulty for potential buyers is rather to find the desired model because there is little each time in each of the 450 distributors in the world. "If thirty pieces of a mark in showcase, the product may not seem rare." "Anyway, we do produce only the equivalent of 50 of the demand", is the leader. For the moment, the manufacturer has five shops in his name and does not open, provided that the profitability associated itself with the effect of image.
Unlike other players, the mark does not associate his name to a co-leader. Remaining on a specific segment, it considers less need than others. In addition, it indicates not to give its products to the "people" as it is many. Another specificity: claim an Italian style, associated with the idea of passion, even if the movements of products are Swiss.
But, in the watch, even if it is open to the public recently, better have a story to tell. The Italian claw starts in 1860 with the opening in Florence by Giovanni Panerai of a shop selling the great names of Swiss watchmaking. Later, the Italian Navy asked the company to manufacture capable of withstanding extreme watches. In 1938, the first model was produced. Another followed in 1949 and the company continues to provide the Naval. But if the brand prides itself on its links with the Navy, the references to the use of its instruments during the war remain to handle with caution. However, the sponsorship around the old sails through the Panerai Classic Yachts Challenge circuit, is a consensual action field.
Women also
To complete the story, a factory was opened in 2002 in Switzerland, Neuchâtel, and the first House movement was presented in 2005. Previously, the brand used Rolex movements. It has just announced three new sizes design. Developments necessary for a further step in fans of watches and establish its status.
"The purchaser of models Panerai has instead of twenty-five to fifty years." He knows the watches but search something different. "It is also a wealthy collector who holds a hundred parts to a New York policeman saving at length", described Angelo Bonati. American, Japanese, Italian, Australian or British are among the most interested. "Once is a Panerai, difficult to adapt to another watch, as the mark is both exclusive and accessible." "If someone is in a plane, it immediately began the dialogue", says one of the founders of the Mundopanerai Spanish site, totally independent of the Group and launched ten months ago. The site of fans Paneristi clearly older and English next to tips for change a leather strap without the damaging, users publish photos of their shows laid on a rock in a walk by the sea or their marriage, a Panerai wrist.
Women are also beginning to show these very male models. Not impossible, however, have specific figures on sales, consolidated with those of the other watch claws of Richemont. "It is one of the brands of watches that has the highest rate of return", merely said the CEO.
To maintain links with enthusiasts, dinners are organized in conjunction with distributors. Exposure comes, moreover, to be held in his home town and had to be prolonged in view of the influx. The transalpine claw done to cultivate his relationship with an audience of aficionados as few marks, all sectors, can claim.
