What are the key elements and / or identifiers customers can expect in a Tonino Lamborghini timepiece ?
Our customers choose our accessories to be out of the ordinary because they look for something new to experience and love and to feel part of the Tonino Lamborghini lifestyle , an approach that we always follow when we develop our ideas and new products .
When breaking into new markets around the world , what strategies do you employ to promote your brand to the industrial members as well as the end consumers aware of your watches ?
The Tonini Lamborghini Cuscinetto R automatic watch with orange accents .
In such a competitive business field where the major brands have a years-long established presence , the key is to share a clear vision and the core values of the brand / products .
From an industry point of view , we still believe in the importance of the exhibitions , physical or digital , and I personally love to meet the press and explain my watches or strategies . Besides , regarding the distributors , we directly support our partners , and we always are open to define jointly the strategy in accordance with each market demand / request and its related customers behaviors .
From a consumers ’ point of view , we are still investing in the press both nationally and internationally , but we are every year more digitally oriented . In the digital world it is easier to target a specific prospect and make him feel part of an exclusive club of people that share the same attitude and lifestyle .
The Tonino Lamborghini Spyderleggero Chrono Automatic .
Do you co-brand with any other companies ?
It happened in the past and it is still happening nowadays for some niche accessories , like a co-branded line of massagers in collaboration with the Chinese company Breo Technology or the recent capsule with the Italian Venini for high-end art glasses and chandeliers . Soon something new will be announced .
What is your own opinion on the dynamic between traditional third-party retailers ( brick and mortar and e-shops ) versus the direct-to-consumer sales from your own site or those of your distributors ? Do you have any type of hybrid strategy to maximize the potential for both platforms ?
It is common sense now to affirm that the post-pandemic outcome in sales will force every brand to reinforce their direct-toconsumer strategies and presence .
Nevertheless , consumer habits are very different globally and brick and mortar business will probably maintain a central role in showcasing the products especially for those active in the luxury field where purchase is driven not only by clicks and discounts , but mainly by one-to-one sales pitch and consistent evaluation from the consumer .
Our strategy includes both aspects . While we are building up a direct-to-consumer presence with the direct activation of flagship stores in the major marketplaces , we are now also finalizing the opening of mono-brand and corner stores thanks to local distributors and retailers .
By maintaining a direct control over D2C we also avoid prices conflicts locally with such third parties like retailers and we can moreover control the brand marketing investments strategies . This way we maximize both channels and we directly and carefully develop the brand identity .
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