Uniquely Panerai

AUGUSTMAN speaks to Panerai chief marketing officer Alessandro Ficarelli, the brains behind some of the maison's most dazzling Experiences.

- WORDS SUFFIAN HAKIM PHOTOS PANERAI

WITH HIS GRAND SMILE and a spirit of warmth and openness, I kept forgetting during my hour-long conversation with Alessandro Ficarelli that he has been working for Panerai for nearly two decades. The chief marketing officer has the energy and passion of someone new to the job, speaking about the watches before him with the same zeal I have when speaking about my Manchester United merchandise.

“When your work is your passion, it is easy,” says Ficarelli. It’s interesting to hear this because the most immediately striking thing about Ficarelli is his intellect, which he combines with a deep empathy and understanding of human nature.

After graduating from Rome’s Luiss University, Ficarelli joined Richemont Group in 2005 as Marketing and Product Development Manager at Panerai. In 2011, he was promoted to Product Director, which coincided with the release of some of the maison’s most beloved special editions, such as the Luminor Submersible 1950 3 Days Automatic Bronzo and my personal favourite, the sleek Radiomir 3 Days Oro Bianco which combines both Roman and Arabic numerals on its dial.

Ten years later, in December 2021, he received the much-deserved promotion to Chief Marketing Officer.

In his time at the forefront of the luxury watch industry, Ficarelli worked hard to elevate the Panerai name. While the brand has made great strides in watchmaking, they have always sought to further set themselves apart from the other maisons.

With the appointment of CEO Jean-Marc Pontroué in 2018, Ficarelli found a partner with a similar vision: giving Panerai’s clients something that no other luxury watch brand can. Within a year of Pontroué’s appointment, the Panerai Experiences Programme was born.