Pierre-Andre Finazzi is the outstanding figure in the watch making business. He has been working as a jeweller for the famous watch manufacturer Patek Philippe for 10 years, developed designs for Ebel, but his main merit was the revival of many "dormant" English brands, particularly Graham, Arnold & Son and Tompion. Today Pierre-Andre Finazzi continues with this tradition: he has brought back to life the legend of the English watch making industry – the company Ellicott. Pierre-Andre Finazzi told about his future prospects in an exclusive interview especially for us.

– Which models Ellicott will start its new life with?

– This year we come in the market with our old new brand and celebrate 170th anniversary of the company`s foundation by John Ellicott in 1738.  3 watch models will mark the revival of this English company. One of them is Springfield Tourbillon with the self-winding mechanism which has the unique shape of butterfly`s wings. It doesn`t rotate for 360 degrees as usual, but swings as a pendulum. In total 18 pieces are made in tantalum and titanium, 18 – in pink gold and tantalum, 18 – in white gold and tantalum, plus the custom-designed platinum and jewellery models.  From now on we will present conceptual watches by Ellicott every 3 years. The second model is Mach One – the aviation watch which design and mechanism`s elements are associated with invisible planes able to break the sound barrier. And, of course, we have created a collection for ladies. This is the chronograph Lady Tuxedo. Its case is made from aeronautic titanium and decorated with 10-carat diamonds.  

– Which marketing strategy do you pursue giving a company the second life?

– A very interesting question. Well, we deal with the "awakened" brand, not English but international one.  My main strategy is to revive the English watch company very famous in the past. It was historically established that the English watchmakers were leaders in the watch industry in the 17-18 centuries.  Then the French adopted their skills and finally this historical circle finished in Switzerland. However the great past and heritage of all the inventions and patents which were the engine of the watch industry can not be sunk into oblivion. Therefore we lay the new foundation of the watch art history to remember the legendary names of the outstanding watchmakers.

Today our company is located in the legendary place called Watch Valley, La Chaux-de-Fonds. There are a lot of companies making the components for watch mechanisms there. For example, Swatch Group is also based there. About 1000 people work at only one department of this giant making exclusively watch hands. On this 20-km territory all the necessary components for the most sophisticated and complicated watch in the world can be found. Where else can you find a better place to revive the watch inheritance? The history of Rolex development is similar to Ellicott’s.  The Rolex brand arose in La Chaux-de-Fonds at the beginning of the 20th century. Then the company moved its headquarters to London. However after the Great War the company triumphantly returned to Switzerland. Up till now Rolex is located on the bank of the Lake of Geneva. All the fame of this brand has originated from the headquarters in Geneva.

– Pierre-Andre, is your company a family business?  

– Yes, I might say that. I am president of my company and designer of all the products we produce. My wife is my right hand.  Our daughter Tamara also helps in PR and the international marketing.

– What are your prospects for Ellicott?

– Everything is very simple – to develop, to grow, to consolidate our concept year after year and to establish our position in the exclusive watch segment.  

– I know that you have your own design studio. What do you work on? Do you have time for hobbies?

– I like to design cars and bicycles. In this sphere designs by Finazzi are like solo improvisation by Armstrong. I even protected several patents of bicycles` design. Actually I always have time for sports. I am fond of alpine skiing, as my daughter Tamara. I even was a member of the national team.  Sport is a very good thing stimulated to business. A person becomes more stress resistant, used to overwork. My other passion is art called Quattrocento, early Renaissance – the times of the royal Medici family and the great masters of Florence: Michelangelo, Raphael, Leonardo da Vinci.  The art always helps in business.

Natalia Andrianova

13.03.2009

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