Alessandro Ficarelli, Panerai’s CMO, has been a familiar face at Watches and Wonders. Starting as Panerai's Product Director in 2011, Ficarelli has been the main contact for media during new product launches over the years. Although he has risen to oversee Marketing, Product, Communication, and Heritage for Panerai, he reminisces about his earlier role that connected him with media professionals globally. Ficarelli, a Luiss University economics graduate, joined the Richemont Group in 2005 as Marketing and Product Development Manager at Panerai, after a stint as Product Manager for Bulgari sport watches in Neuchâtel starting in 2001. We caught up with this Panerai stalwart on the first day of Watches and Wonders 2024. Excerpts:
This is the year of Luna Rossa for Panerai; tell us more about this partnership?
This year, we're thrilled to continue our partnership with Luna Rossa, capitalising on the excitement around the 37th America's Cup. We initiated this successful collaboration in 2019, and it's a natural fit—both Italian brands with a strong maritime connection and a focus on performance excellence and technical solutions for modern heroes. The synergy between our brands is evident in our shared commitment to innovation and excellence.
Just earlier, I spoke with Max Sirena, the director of Luna Rossa, about how seamlessly our brands align, not only in our shared heritage but also in our pursuit of technological advancement. Our booth this year is an experiential space inspired by the Luna Rossa headquarters in Cagliari, featuring industrial elements from their naval base and even a real boat, recently active in the Mediterranean, now dramatically suspended from the ceiling in Geneva.
At our booth, visitors can explore the Luna Rossa collection, learn about the materials used, and see the machinery from our manufacture. These mechanical timepieces are rigorously tested under the harshest conditions, validated by the strict quality control of our Neuchâtel manufacture. This ensures that our watches are not only visually stunning but also robust enough to withstand the dynamic and demanding world of competitive sailing, where boats are not merely sailing but flying due to their speed.
Your new collection has introduced us to an all-new material called Ti-Ceramictech. Take us through the production story; how does it compare to Carbotech?
The 44mm Ti-Ceramitech case by Panerai stands out as a major innovation, inspired by materials used in high-performance competitive environments and now expertly adapted for watchmaking. This case starts as a titanium grade 5 structure, which undergoes transformation through electrolytic plasma oxidation, where electricity is injected, and the material is immersed in a liquid for electrolytic transformation. This creates a dense, thick ceramic layer, giving the material a distinctive blue hue with a grainy texture and enhancing its properties—making it 44 per cent lighter than steel and ten times more fracture-resistant than traditional ceramic. This technical solution was developed in collaboration with Max and his team of engineers, and our R&D department continually explores new materials and technical solutions, integrating these innovations into functional and distinctive designs for our watches.
Comparing Ti-Ceramitech to Carbotech, both materials are exceptionally light, but they differ significantly in composition. Carbotech is created from thin sheets of carbon fibres, compressed under high pressure at a controlled temperature along with PEEK (Polyether Ether Ketone), a high-end polymer derived from the medical industry used in applications like cranium reconstruction. This process ensures the layers of carbon fiber adhere without exfoliation. Although inspired by similar principles of using advanced, durable materials—as seen in Luna Rossa's boat construction, which incorporates carbon, aluminum, and titanium—each material undergoes specific adaptations to ensure suitability and durability for wristwatch use, involving extensive testing and modification to meet our stringent standards.
Marketing experiences with watches, particularly with partners like Mike Horn, the Navy SEALs, and now Luna Rossa, seem to be a focus for you. How have your clients responded to these experiences?
Our clients have responded fantastically. On the first day of Watches and Wonders, I met several who have thoroughly enjoyed these experiences. Participating makes them feel part of an exclusive club, engaging in unique activities. We pioneered the concept of experiences that money can't buy, involving a blend of secrecy, surprise, and discovery. Our experiences vary from adrenaline-filled military themes with the Italian Navy and Navy SEALs, which require physical preparedness, to leisure activities like a private tour of Rome, including an exclusive visit to the Colosseum and the Vatican Museum at sunrise. Similarly, with Luna Rossa, we're blending sea and land experiences, offering competitive views from the sea and exclusive regional explorations in Catalonia, all complemented by luxury dining. The aim is to create memorable moments so compelling that our clients eagerly anticipate the next adventure, often purchasing our next offering before even seeing the product.
You've also started allowing general visitors into your manufacture by appointment. How does this openness compare to other brands?
Our approach might be different as our manufacture, opened a decade ago, functions almost like a laboratory blending human and machine efforts in development and testing. Based in Neuchatel, Switzerland, despite our strong Italian identity maintained in Milan, our facility is very transparent, inviting everyone to discover how we create and test our watches. This openness is part of our ethos—maintaining the Italian spirit and hospitality but leveraging Swiss expertise in watchmaking.
With the luxury market booming in India and new Panerai boutiques opening, how does Panerai view its position in this growing market?
We are very optimistic about our prospects in India, which remains a strong market for Panerai. The performance of our brand there is excellent, bolstered by new boutique openings that allow us to present our brand correctly and ensure the best client experience. This ongoing investment in India reflects our commitment to providing superior service and quality.
