According to Panerai’s first creative director, Alvaro Maggini, the role of a creative director in the world of watchmaking is similar to one in the fashion industry. The goal is not only to work on strategy in terms of products, but to create a strong and coherent message in terms of brand image. “Watches and Wonders 2021 represents one of the most thrilling moments for me,” recalls Maggini, opening up the conversation. “We launched a very strong message linked to the Ecologico project, and in this occasion, we worked on a very powerful video which doesn’t show a product but conveys only our goal and mission.”
And that’s just the tip of the proverbial iceberg, to say nothing of what Panerai has created towards sustainability in the world of watchmaking. To learn more about this particular topic and more about the brand as a whole, I spoke to the man at the forefront of the brand’s creative ventures.
