Italian Market & Independent Brands: as with Stefano Superchi

Stefano Superchi has been in the high watchmaking industry since ever, and he is the co-founder of Tempo Prezioso with his father Piero. Thanks to their talent-scouting skill and extensive experience gained over the years, the Superchi family aims to offer the opportunity to be represented in the Italian market to small companies without the structure and capacity to do it alone. Tempo Prezioso has introduced in Italy some of the most important independent brands, such as Parmigiani Fleurieur, Hautlence and Greubel Forsey. Today it also distributes Habring2, a young Austrian independent brand, and Dietrich, an affordable and aesthetically appealing brand. Face to face with Stefano Superchi.

What is luxury for you?

It’s something that does not belong to all. Exclusive with its own universe, its customers and products. In recent years, the watchmaking stores in the main Italian cities and luxury destinations have survived thanks to foreign tourists. This did not happen in the second-tier towns, where retailers have suffered the lack of their clientele, the Italian one, disappeared since years. Trying to avoid bankruptcy many stores had to pursue a very dangerous business model: the grey market, which at least allowed them to pay bills and salaries. Finally at the end of 2016, the Italian clientele gradually started to purchase luxury goods again… What I hope is that the retailers learned that they cannot rely solely on grey market. The key for a long-term strategy is reconquering the local customers. And to grow a refined clientele like the Italian one we have to introduce new ideas. We have to find new different products, something unique that cannot be found everywhere.

What distinguishes a timepiece of “Haute Horlogerie” from a watch?

The mechanics first, and the years of the company that makes it. Branding and marketing are secondary for me.

Which brand would you recommend to buy if you were a watch passionate who wants to start a collection?

A Patek Philippe, because it has all the qualities that make a great brand: the mechanics, a solid and serious company, marketing. Personally, I also like Lange & Sohene, more Teutonic in design, less known, but equally brilliant. It might be the second purchase.

What are the most interesting new brands in the market?

In my view, in the current difficult context, many small brands disappear after a few years of life, then those who survive are considerable interesting. Greubel Forsey is one example, it has existed since 2004 and today has a distribution network worldwide. Richard Mille is repeating the path Franck Muller took 20 years ago: a new and independent brand expanding successfully in international markets.

What are the three brands that you consider timeless?

Rolex and Patek Philippe for me will always be two iconic brands and points of reference. Patek Philippe for the already mentioned reasons, and Rolex because it is a status: whoever aspires to have one sooner or later.

How important Italy as a market for timepieces?

It is very important because it is the strategic market to which everyone refers. The numbers of newly emerging markets penalize our country, but from a point of view of trends, Italy remains central. In the big cities mostly tourists are buying, but Italy is still the country of the second-tier towns: in any medium and small city, everyone has its family watchmaker.

What is the Italian customer looking for, in three words?

In the recent years, the Italian customer has been looking to buy a product that keeps its value. While having the possibility of “pampering” itself with more risky purchases, he does not want to repeat the mistakes made in the pre-crisis years, when he happened to find himself with watches that proved to be a bluff.

What is the last watch that you bought?

A Dietrich OT7

What do you think of social networks?

They are the present and the future of communication. They are vital because unlike the print media they are immediate, global, transversal and allow you to promote your brand while addressing to the public in an effective and targeted way. I believe that social networks are the right instrument to communicate something unnecessary as the watch – something you look at with a relaxed and happy mood. They are the first step of approach to the client, more economical and direct, and able to ensure immediate feedback.

By Valeria Garavaglia