Feb 24, 2020 | By Ashok Somanou may not be familiar with Nicola Andreatta as CEO of Roger Dubuis but he knew the company from the era of Mr Roger Dubuis and Carlos Dias – basically right from the company’s origins. A man with watchmaking in his blood, Andreatta has spent his entire career deep in the trade, thanks in part to his family business, Timeo SA.
In our first interaction, Andreatta told us that he needed 10 years to make watches a successful part of the American jeweller’s business. This figure should not be scoffed at, with no less than Jean-Claude Biver himself noting that it took him a decade to build up Hublot. Fortunately, Roger Dubuis finds itself in a good position already, with previous CEO Jean-Marc Pontrué having left the manufacture a better place than when he found it.
It has been incredible! My family business was connected with Roger Dubuis, right from the beginning , so I know the brand. But I’ve discovered even more. The introduction was fun, because you know, my father came to SIHH this year, and now he sees me on the other side! There’s pride there of course.
I hate the idea of chasing customers. I feel like you are successful when they come to you. It’s like what Steve Jobs said about creating desire; a need for something . I feel like we’ve been overwhelming people with luxury, inflating products with higher and higher prices…and people tend to understand less and less. My problem isn’t about the price but to make sure the perceived value is aligned to what they are going to spend. Because that’s when they spend with us.
Our world is connected to hedonism – to seeking pleasure. When customers come to us, they get an experience. It is beyond what money can buy. We create moments for our customers: when they come to Geneva we take them skiing on a glacier via helicopter with a champion skier; we take them flying on an aerobatic plane. We offer sensorial experiences. These moments create emotions, and those emotions are what people will remember.
We also use Mr Roger Dubuis’ quotes with our staff internally all the time. This is the spirit we need because we need to be true to our DNA. Too many brands lose this when they go looking for clients – they try to be the brand for everybody. We are not the brand for everybody; we are the brand for those few who understand who we are and want to be a part of our world.This is the biggest challenge for us. We don’t need awareness everywhere but we with our target group.
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