TASK & PURPOSE

Alessandro Ficarelli shares how Panerai offers unrivalled and inimitable brand experiences

- JONATHAN HO

COVID-19 AND RUSSIA'S INVASION OF UKRAINE have deepened fragmentation and the emergence of competing geopolitical blocs; a new geopolitical world order is coming more clearly into view. War in a European theatre is not something that civilised society has considered in over 60 years and Russia's "special military operation" is the largest, most dangerous military mobilisation in Europe since WWII. How would this bode for a brand that has such close relations with the Armed Services? Augustman caught up with Alessandro Ficarelli, Chief Marketing Officer of Panerai, to talk about marketing communications in an age of political correctness and what watch lovers really want out of a brand like Panerai.

Panerai has been an incredibly masculine brand with the likes of pop cultural influences including Daylight and The Expendables - tell us more about the new, more refined approach for the brand with the Due.