We don't sell a watch to give time. We sell a piece of art. We sell an object that represents something to you, you know. It's like you have a nice shirt or a nice jacket. It's like a luxury accessories that can be considered like shoes or like handbags for ladies.
If your objective is to tell time, you will not buy a mechanical watch. You have the time on your phone.
The key element of success is a product that matches all of what you've done in your message and your marketing, and all the emotion that has to be transmitted to the consumer through the product.
I'd say a watch is like a jewel of the man. It's really to distinguish yourself, because in your watch people can see who you are, more or less, what you want to represent to other people.
At a certain point, you cannot handle everything yourself; having a team around you is very important. To have a strong team of people in which you can rely and people that you've been working with for years. I relate it to soccer - you have different positions and you have to bring in the right person at the right position.
