A Rare Affinity

Tatler talks to Panerai's former CEO, Jean-Marc Pontroué, about the watchmaker's immersive approach to crafting resonant environments and cultivating emotional connections

- Mac Fabella

Ardent fans and clients of Florentine watchmaker Panerai do not merely collect robust and distinctive wristwear; they glean rich stories, immersive experiences and unique stamps. The last one is individually designed for and made available at each global boutique, with patrons eagerly collecting them in a unique, palm-sized passport. These little, personalised touches may seem superfluous for an established, sought-after watch brand. They are, however, key to engaging with customers emotionally and building that compelling sense of belonging, says former CEO Jean-Marc Pontroué.

It was a privilege to interview Pontroué during his recent trip to Manila, a few weeks before the frenzy of Watches and Wonders Geneva 2025 officially started and before he announced his departure from the brand. Some days prior, he was in Bhutan with Mike Horn, a Panerai ambassador for over 20 years, to accompany clients on a one-of-a-kind journey. From the remote trails of the Tiger's Nest Monastery to the heights of Dodedrak, participants tested their endurance and discovered the art of survival in one of the world's most breathtaking landscapes— all the while exploring Bhutan's history, culture and natural beauty.