In conversation with one of the female faces in watchmaking: Chiara Fiorentino “Pisa Orologeria”

Stylish, smiling, with a kind and “measured” attitude, although she says that it is difficult to find the right “balance” – word choice not by chance since we are in the world of watches – between private and professional life. We speak of Chiara Fiorentino, third generation at the helm of Pisa Orologeria. Pisa is one of the most important players in the retail of timepieces in Italy, with its newly built 1,200 square meters in the heart of Milan and managing the Rolex boutique in via Montenapoleone and Patek Philippe in via Verri. In conversation with one of the female faces in watchmaking.

 What is luxury for you?

At a professional level, years ago we stopped using the word luxury in relation to Pisa. We find it too inflated, so we started to talk about “value”, which in our industry has a deeper meaning. This is confirmed by the fact that the watch manufacturers have begun to open up to customers to show them the value of their work. For me personally luxury is synonymous with quality of life. Milano, my city, is becoming increasingly international with all the consequences. Also, having an activity open to the public means that you always try to be present, and it is difficult to find the right balance between personal life and sense of responsibility.

What distinguishes a timepiece of “haute horlogerie” from a watch?

The ability to tell a dream. The difference between us and other competitors is that we find products with details that others do not have, that convey an emotion. A good seller is able to excite the customers. For example, most of the independent brands products we sell fascinate us because they are referable to individuals. For the customer, seeing and talking to the person who crafts the watch creates a strong emotional bond.

Could you tell us about the birth of Pisa Orologeria.

Pisa was founded in 1940 in Milan by my grandfather Ugo and his brother Osvaldo as a workshop, to repair watches. The retail business opened only five years after. The business passed in my aunt and my mother’s hands in the 70s, a very difficult period for the industry. Today Pisa has over 70 years of history behind.

Who is Pisa Orologeria today?

2016 was a year of great transformation We inaugurated the new multi-brand which is also a flagship and concept store. The most important part of the store is the laboratory, which is now open to the public bringing us back to basics. In the laboratory, the customer can speak directly to the technician. We often organize activities in which the customers can “play” with watches, taking them apart and rebuilding them under the guidance of technicians. Our aim is to be closer to the customer and to talk about watches with a comprehensive approach.

Pisa is a synonym of women in watchmaking: what are the three women in the industry you admire the most?

In the Italian market there are plenty of examples of women at the top that I admire. I hope that they can have an international career, given that at the top in the Swiss headquarters there are mostly men.

What are the three top brands in creating models for women?

Rolex, Cartier and Chopard, for the ability to create iconic models for women and for the quality of precious stones they use.

How important is Italy as a market for timepieces?

Italy is still very important in the world as a tourist destination. The origin of tourists is varied, and the city of Milano is perceived very positively. For foreigners coming to buy in Italy has an important value – it means going to the homeland of the taste for beauty.

What distinguishes the Italian customer from a tourist?

Competence. The Italian customer is very well-prepared and the exchange for our sellers is inspiring. The stranger too often is still lacking in watchmaking culture, looking for a product or complication without really knowing what he is talking about. So we try to establish a dialogue, to transmit culture. We treat the Italian or foreign customers with the same care, with the aim of keeping them. A positive experience is very valuable.

What is the last watch that you bought?

A Rolex Yacht Master with a 37mm case in Everose gold and rubber strap. Very stylish  and the perfect fit for my wrist.

What do you think of social networks?

Personally I do not use them, I am rather reserved. However I am aware that in today’s society, where people live to watch what others are doing, it may be advantageous to share the traveling I do and the activities I am invited to attend, in order to create visibility for Pisa and to have professional benefit.

By Valeria Garavaglia