Clever marketing

Robert-Jan Broer
November 29, 2004
MIN READ
Clever marketing

After owning a Panerai for several months now, and browsing (and sometimes posting) on the Panerai forums at Paneristi.com, ViaPaneristi.com and TimeZone.com, I have to admit I have become quite a Panerai-fan.

One of the reasons why I like this brand so much, besides the large available variety on straps and the watchbrand’s history, is that the company is very involved with the on-line Panerai community. They seem to listen and learn from their customers who are willing to share their love or hate for the brand at those forums and clubs (Club Panerai and the annual Paneristi meetings). Mr. Bonati, CEO of Panerai is even one of the few CEO’s of watchcompanies who is participating on fora every once in a while. Here is an example. Besides this he was also attending the Paneristi meeting in Frankfurt on the 6th of november.

Ofcourse, this can be held for clever marketing to fill their pockets anyway, but I couldn’t care less as long as they listen to the wishes of their customers :-). I don’t see much other brands doing the same thing and the companies who are showing similair activities, are often much smaller in size (think Doxa for example).

The other side of the coin is that brands are easily seduced to introduce too many models..

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Robert-Jan Broer
About the author

Robert-Jan Broer

Ever since he was a young child, Robert-Jan was drawn to watches, even though it were digital Casio and quartz Swatch models at the time. In the mid-1990s, his interest increased when he started to read about mechanical watches in... read more

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