Chiara Pisa, CEO of Pisa Orologeria, Milan, Italy

February 04, 2019

Moving with the times

According to Chiara Pisa, CEO of Pisa Orologeria from Milan, Italy, the digital evolution and choices made by some brands have changed the rules of the game, but Baselworld is sending out a clear signal that it is responding and adapting. It is an event that can’t be missed.

Ms Pisa, for how long have you attended Baselworld? How important is the show for your business?

Chiara Pisa: Baselworld has been part of my life since I was young. I remember as if it was yesterday – the air of expectation that pervaded the family in the weeks leading up to this really important event. Then eventually, around 10 years ago, I was able to go there myself and I was able to experience the dynamics of the show and to see the latest novelties. For us retailers, Baselworld is not just an opportunity to view and take out options on novelties presented; it is also a very important opportunity for networking at a global level.

In your view, what are the key reasons for attending Baselworld?

Chiara Pisa: For decades, it has been the highlight of the year for our sector. In recent years, the digital evolution and the choices made by some brands have changed the rules of the game, but Baselworld is still an event where the majority of industry experts are brought together as are years of work, effort and ideas. It is an event that can’t be missed.

In the past weeks, Baselworld has announced many new concepts and measures for the 2019 edition. What are your expectations of the show?

Chiara Pisa: Over the past few years, Baselworld has shown some signs of difficulty but, at the same time, there is plenty of room for improvements. While an event as large and enduring as Baselworld may be struggling temporarily with the changing times, it is clear that the message has been fully absorbed and that the organisation is sending out a clear signal that it is responding and adapting. I’m very curious to see what will happen at the 2019 edition!

What challenges do you foresee for the industry and the trade in the next 5 to 10 years? How will you cope with it?

Chiara Pisa: In a world that is evolving at an ever faster rate, the most difficult challenge is keeping up with the times. It is a challenge faced by the entire sector, from producers to retailers, and which we confront on a daily basis. We are always trying to anticipate the trends and the requirements of our clients. The integration of digital dynamics and the adoption of a genuine “omnichannel” model have been the most prominent and most frequently analysed topics for some years now. 

How do you attract the attention of new target groups and younger customers?

Chiara Pisa: We have had to adapt to a new generation of clients with different habits and needs; technology already rules the environment. We have always adopted a “tailored” approach and we create a relationship with each client using the most effective method. Half of the company’s staff are from the same generation as the new clients and this facilitates our approach; likewise, we have increased the digitalisation and interaction at our stores by integrating digital and social communication channels. We also organise regular and informal events aimed at a young target client base which is becoming increasingly interested in the world of luxury watchmaking.