Panerai’s art of soft-selling

TO HEAR Jean-Marc Pontroue tell it, the bar counter – and not the showcase – in Officine Panerai’s new generation boutiques is the Italian watch brand’s “bestselling spot”, pointing to a shift in sales strategy that puts more emphasis on soft-selling.

The bar, where beverages as well as soft and hard drinks are served, is a magnet for fans of Panerai’s “classic Italian” timepieces, bringing them together to share a common interest, relax, enjoy and leave with a memorable experience.

“(Our boutiques) are no longer just (having) a salesperson selling watches to a customer across a table,” says Panerai’s chief executive officer Pontroue in a recent interview. “They’re more a lifestyle and entertaining environment.”