Interview with Dante Del Vecchio, founder of Visconti
fiogf49gjkf0d 1) The world passed through many changes since the 80s or since you launched Visconti,
What changes have you seen in the market for fine writing instruments? How is Visconti adapting to changes in the market?
Since the 80s pens made a change from writing instruments to luxury goods and Visconti, who created the first limited edition of the history, is the company who caused the changes stimulating big brands to follow our innovative ideas. Visconti was able to turn pens, since its foundation, from writing instrument into a luxury collectible item.
2) How do you define luxury?
There are two types of luxury: bad and good. Bad luxury is a griffe were a non value item is sold at high price, like a T-Shirt. Good luxury is when a product as a value based on innovation and is lasting for a life. Visconti pens and watches are designed and manufactured to be life companions and its value is preserved for a life. Visconti pens are, and our watches will be, family values that will last from father to children.
3) Visconti celebrated its 25th anniversary by adding watches to its portfolio, why did you choose watches instead of other luxurious masculine items like leather goods or cufflinks for example?
Visconti in 1988 was able to bring back pen making in Florence and watches is the preservation of a Florentine tradition because watchmaking in Florence exist since before Second World War. Leather and cufflinks are Florentine traditions since ever therefore Visconti is able to perfectly fit into the city know how. Visconti claim is “Made in Florence” in our strategy is to define with our city our luxury perimeter and value.
4) What is Visconti’s core philosophy as the brand enters the watch industry?
Visconti is known for innovation and high design. We want to use the same tools for entering watches with a perceived value higher than the shop price.
5) How where the Visconti watches received in the market?
Like we did in pens 25 years ago we designed a watch very different from any other with a strong personality widely inspired from philosophy and mathematic , with a strong meaning to stay between tradition and innovation. Our customers are those who appreciate creativity.
6) What is number of watches you will produce a year?
2013 we have produced and sold over 400 watches and in 2014 we are targeted to over 1.000 watches. Visconti sells yearly 85.000 writing instruments and we are approaching 1.000.000 pens sold.
7) Do you have any plans to experience more product segments?
Yes absolutely and we are rapidly raising the segment to collectible watches. Our watch experts have already worked in a Visconti caliber with our Swiss movement partners.
8) Do you have any plans to open stand alone boutiques?
Yes. Pens and watches are already in our range and in 2014 we are adding cufflinks and a new man leather line still super secret. Visconti in Florence opened its second boutique at the end of 2012, and we have many shops in shop around the world.
9) What is your most successful market for the Visconti brand?
Visconti since over 20 years is very strong in USA with over 200 boutiques. We are rapidly expanding in Middle East and Russia.
10) How are sales for Visconti in the Middle East? What is the contribution of the region to the company’s global sales?
Visconti only recently found a good partner in middle East and our 3 years BP is forecasting an increase at 2 numbers and in our plans ME will rapidly reach the 2/3 position in the world. Visconti high luxury and creativity is very well perceived in ME market.
11) How do you see the future of the writing instruments business and how will it continue to stay relevant in our digital society?
Is not easy to answer. Horses were a transportation tool in the 19century and today they are an entertainment passion. Pens will remain one of all best gifts because naturally connected with culture.
12) Which is your favorite writing instrument? Why? Are you a pen collector yourself?
Yes I am a pen collector and connoisseur. Between Visconti pens one of best designs ever is Divine Proportion, a perfect match of design, culture, and luxury inspired from Leonardo da Vinci and its Vitruvian man. I like to say that the best pen is the next.
In other brands a pen that I love is Mont Blanc Semiramis made in 1996.
13) What is your best selling writing instrument?
Is incredible to say Visconti has not a best seller because all our pens sell very well! Visconti strategy is to design a pen at every price point in regular editions with a different meaning.
Mercedes in cars has different design for each line, and like them we design a different pen for every emotion we want to sell.
Visconti “family feeling” is limited to the clip while each pen is different and targeted to many market segments.
In limited edition most of Visconti pens are sold out and our strategy is to limit each pen to a lower number of what we can sell. Therefore the collectible value is increasing day after day.
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