Panerai’s Jean-Marc Pontroué talks Submersibles, e-commerce and taking risks
CEO looks back on his first year at the helm of Italian watchmaker
Since Compagnie Financière Richemont bought Officine Panerai in 1997, the Italian watch brand has basically only known one CEO. Last April, former Roger Dubuis CEO Jean-Marc Pontroué stepped into the well-worn shoes of Angelo Bonati. He tells us about his first year in the job and outlines his vision for the watchmaker.
Jewellery watches, we leave for brands like Cartier. For us we have the world of the sea
What was the mission when you took over Panerai?
I don’t think they had a mission but [the brand] just has a special identity statement, in terms of products, in terms of the brand’s stage, in terms of history. So first of all, don't break a successful story. Then it is my own personal target, how can we continue to be the pioneer in product movement to experiences. My mission in the past year has been to take the things which work, and make them even better. And to take the things which don't work, and try to change them. That’s it. I've had an easy job for the past nine months.
What were your impressions of Panerai before you joined, and have you discovered anything different since then that has surprised you?
It was always my dream to work with Panerai. I didn’t know I would become the CEO of the brand. But my dream, why? Because it’s a very sporty brand. I am tempted to like sports. It’s an Italian brand, so it’s not a normal brand. You know, when Switzerland develops creatively in Italy, it is a very interesting cocktail. So I was always tempted to come to work for Panerai and I’m very excited to be here.
Where do you want to take the brand?
Creating excitement. It’s useless if it doesn’t bring you advantages because it’s lighter, it’s more resistant, it’s making you look nicer. How can we continue to create excitement where you say ‘I cannot live without that?’ That is not easy. We also need people in our organisation to think out of the box.