Dr Franco Gussalli Beretta, one of the Managing Directors of the famous Italian firearms manufacturer Beretta and descendant of the founder, explains in a short interview in FT’s HowToSpendIt that his personal style signifier is his watch. An Audemars Piguet Royal Oak watch, to be precise. Beretta’s CEO owns several of them and does so since 20 years.

Although I have nothing against using paid-for brand ambassadors, as long as it makes sense for the brand and their watches, I actually think people like Franco Gussalli Beretta are more interesting to read about. He probably paid for these watches himself, unlike official brand ambassadors, and can [therefore] probably tell a much more interesting story why he chose for Audemars Piguet’s Royal Oak watch than the others. He could also have picked another watch or another brand for the +40K he spent on his quantieme perpetuel.

Unfortunately, the interesting part for watch enthusiasts stops here in the HowToSpendIt interview. I would have liked to ask him what model he bought 20 years ago and what it is that fascinates him so much about this timepiece that he decided to stick with it, being it in several variations of the famous octagonal design by Genta.

If it’s interesting enough, perhaps Audemars Piguet can include an interview with Franco Gussalli Beretta in their upcoming catalogue as they did with Bruno Rubinski in 1999/2000 and inspire new potential customers. Just my $0.02 of course.

  • Berny

    The Audemars Piget foundation promotes solidarity, trees plantations or
    children’s environmental awareness: this is very far from guns.

    I would rather like article on more positive people !



  • Martin Green

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    Cannot agree with you more
    regarding paid brand ambassadors. Some have no problems switching when an offer
    from a “better” brand comes along (Federer’s switch from Maurice
    LaCroix to Rolex) and some wear the watches of the brand that sponsors them
    only when their contract requires them, after which they switch back to the
    brand they prefer personally (Pierce Brosnan wears in his private time Cartier
    instead of Omega) We want REAL people, who REALLY own such a watch and have
    REAL reasons to like and wear it