When the storm of the pandemic arrived, the watch industry was immediately reactive. Also in 2021 in Italy the months of closure (total and partial) made themselves felt and the export data of the Swiss Watchmaking Federation (Fh) to our country are clear: -30.1% in May 2021 over May 2019 and -19 , 3% for the first five months of the year over the same period of 2019. But the strategies of maison and dealers in the area have allowed us to continue working, limiting damage and restarting with confidence, focusing on digital and focusing on local customers who confirms herself prepared, demanding and faithful.
For some brands, focusing on the local is nothing new. Says Laura Gervasoni, general manager of Patek Philippe Italy: «For years we have been inviting our business partners to satisfy customers residing in their territories first. The assignments of product quantities to individual markets take this element into consideration. Italian customers are the most demanding, but they tend to become very loyal to their point of sale. For this reason, we expect a good trend in sales also for 2021 ».
Loading…
A brand that knows Italian dynamics well, since it was born here, is Panerai. Francesco Viola, Italy & South East Europe brand director of the brand, explains: “We aim to confirm the results of previous years with local customers”. For this reason, various initiatives have been put in place, all characterized by strong exclusivity. “For example, in the coming weeks, together with a small number of customers, we will tour the Mediterranean with Eilean, a 22-meter 1936 Bermudan ketch that we own,” adds Viola.
Satisfaction with the response on site also in Breitling Italy. Also because, as Patrizia Aste, CEO of the Italian branch of the Swiss brand says, «in large and small towns we are not new and everywhere we can count on enthusiasts. After the first months of lockdown in 2020, the rest of the year was good and now we have started with a good sprint also on 2019 ».
In cities, the outpost of brands is shops. From Milan, Federico Verga di Luigi Verga watchmaking confirms: «If before the proportion between local and foreign customers was 75-25%, now it is 90-10%. Compared to the past, we receive fewer watches, but in a fair amount when compared to local customers. When tourists and business travelers return we will have to be more careful: we will favor the Milanese, but we hope that the brands will deliver us a number of products that will please everyone “.