Emmanuel Perrin, CEO of Panerai: “Some customers have asked us to return to the Panerai brand they loved”

It was an opportunity for Emmanuel Perrin to celebrate Panerai’s heritage while reigniting enthusiasm for the brand among a clientele that, in his view, had become somewhat disenchanted by the direction the brand had taken in recent years. The goal is to win back and attract the interest of new audiences by more actively engaging its distribution network and refocusing the brand on its iconic models. This is a strategy that all brands are exploring today, but its success depends on the ability to generate enthusiasm among highly sought-after customers. Emmanuel Perrin, who spent seven years at the helm of the Richemont Group’s watch industry brands, was able to monitor the industry’s performance at the highest level; his task now is to make Panerai resonate as deeply as possible with its customers.

Emmanuel Perrin. The brand’s roots in Florence are fundamental—including those tied to its founder, Mr. Panerai—but it was essential for this exhibition to also highlight the brand’s contemporary side. The flagship Radiomir model has evolved significantly over the years, and we’ll have more news in this regard at the next Watches and Wonders fair in 2027. We need to retain our current customers while attracting a younger generation, because that’s where a brand’s vitality is measured.

Since 2023, following the global post-COVID buying frenzy, things have returned to normal. However, our price increases in recent years have been very moderate, despite unfavorable exchange rates. Our distribution network of 600 retail locations worldwide has remained stable. It’s very exclusive, as it’s two and a half times more tightly controlled than some of our competitors’. With Panerai, the retail outlet doesn’t suffer from brand dilution. It’s therefore essential—and this is an important point we discuss with each of them—that they support us in a way that lives up to this advantage.