Has your sphere of action evolved since you took up your post in 2004?

It has indeed. First of all, it is important to note that my job definition was closely linked to the personality and talents of Gino Macaluso, who excels in the fields of design and representation of our brands. For my part, I have concentrated on operational tasks in order to move forward in four stages. My first role was to enhance the operational running of Girard-Perregaux and JeanRichard, which some clients felt was deficient. This was mainly related to the Manufacture. Today the latter is displaying improved performance, particularly in terms of delivery deadlines, while maintaining an optimum quality level. In a second phase, we had to set up a marketing structure tailored to current market requirements, to study the competition and to take appropriate measures to be more proactive. Thirdly, I worked on reorganising our sales network in terms of management, with a priority focus on our distribution subsidiaries. In addition to Italy, Japan and the United States, we have thus created a German subsidiary in Munich and another in Geneva. In parallel, we have reinforced our sales management in La Chaux-de-Fonds by enlisting the talents of a distribution specialist, Jérôme Biard, recruited from a major group. Finally, we have devoted our efforts specifically to JeanRichard in order to clarity its vocation, its positioning and its product offer.

How do the synergies and the respective development of the two brands actually relate?

Girard-Perregaux and JeanRichard are not at all at the same development stage and their priorities are poles apart. Nonetheless, there are indeed synergies, particularly at back-office and sales levels. It is important in this respect that those in charge of the various markets exchange information in order to exploit all opportunities for the two brands. As far as design, marketing and communication are concerned, the two brands are entirely autonomous.

Are investments aimed at achieving greater vertical integration on the cards?

We have already made significant investments in the renovation and reorganisation of the Manufacture, within which all the professions are now spread over four floors for each of the two brands. Only our movement R&D team works for both brands.

You have created a sensation with the Sea Hawk “Challenger of Record”; what other spin-offs do you expect from sponsoring the BMW Oracle Racing team?

This partnership corresponded to several of our strategic growth factors. First of all, it directly involves two countries that are of primary significance for us: the United States, since BMW Oracle Racing is the only American Challenger; and Germany, thanks to BMW which is the driving force behind this challenge. In addition, we were just in the process of setting up our subsidiary in Munich, which is home to BMW. Together with this star brand of the automotive industry, we have begun to set up local partnerships in cooperation with retailers; we are planning road shows and we anticipate great potential opportunities with owners of high-end BMW cars. In parallel, one cannot neglect the prestige and impact of the America’s Cup, the world’s third most widely-covered event. We plan to make the most of the sailing as a powerful communication channel in countries that are sensitive to this sport, working with yacht clubs and pushing our undertaking to its limits. Finally, in terms of products, there will be other limited series inspired by this prestigious sponsoring operation.

What are the priorities for JeanRichard before envisaging a partnership of this scope?

with Luigi Macaluso, we compare JeanRichard to a teenager: still a little rebellious, sometimes surprising and generally in search of a direction. We need to show it the way. The priority remains that of building its identity and its distribution network over the next three years. There too, we have set up a team designed to reflect the brand, headed by Massimo Macaluso: youthful, determined, and slightly provocative. For the time being, JeanRichard exists through its products, even though the brand is the official partner in the USA for the Le Mans Series, a prototype automobile competition. In any case, the last SIHH was extremely satisfactory and we are six to nine months up on forecasts. JeanRichard will present more new launches and major innovations in Geneva next year.

How do you see the current Swiss market?

Above all else, doubtless like other brands, we view the apparently very high world watchmaking export figures with caution. They only relate to “sell-in”, whereas what really counts are sales to final customers. Switzerland is a particularly difficult country due to its modest size and the fact that all the brands are present here, resulting in an over-abundance of product offerings. On the other hand, Switzerland is a showcase, a communication tool, which is another reason why we have created a subsidiary in Geneva. We want to improve our use of this communication tool, while helping retailers who like independent brands. Here as elsewhere, we intend to progress, to ensure the sustainability of our development, to work with the right people and to give ourselves ever greater room for manoeuvre in striving towards what we believe in.