In the context of The Restart Of Nicola Furtherthe leading exponents of the sector come together to analyze the state of health and the prospects of the luxury market from a new and different, innovative and enlightened point of view, always focused on the quality of the product, aimed at building a community.
“Consumers have changed and the energy and emotion you have to give to the consumer are different than they once were. The community are the people who give value to a brand: the products are fundamental but the brand is just as important and serves to attract the community”, he declared Remo Ruffini President e AD Monclerunderlining that as a company they try “to communicate and attract to communicate with the consumer because we are the smallest among the largest but the largest among the smallest, I don’t have billions of budget”.
What is important, he added, “are the values: the value of a brand is an integral part of a product. If you manage to communicate values, I believe that the value of the brand you manage to communicate makes a huge difference”. Communication and community are the pillars on which the soul of Moncler, because “we give emotion to the brand”, communicating the values helps “to raise the perception of the brand”. For Ruffini, the idea of luxury is that it does not exist but “must be interpreted from company to company”. Luxury, he explained, is “an exploited word that doesn’t communicate anything to me, I think it’s how you welcome a customer, how you treat the community. Luxury is knowing how to speak and knowing how to listen to what the consumer wants to communicate and how to attract him.”
The concept of community was also addressed by Ilaria RestaCEO of Audemars Piguetwho explained that her company also works to create it. “We serve 35 thousand customers a year, which are few in a context in which the demand would be significantly higher,” he said during the interview, during which it emerged that there are 3 different communities of reference for the brand: “There are the customers and with each generational change we start from scratch; then there are the enthusiasts, who don’t necessarily buy but are approaching watchmaking, who we educate and talk to; then there are the future craftsmen, we have to attract young people who use their hands little schools but who will have to be skilled to build, I need a watchmaker who spends 7 or 8 years learning to use an invisible screw. We find them because they are people with incredible devotion who come out of the technical schools of Switzerland and Germany, less so from Italy”. During the meeting he also explained that to continue to be at the top of the sector “respect for history counts: if after 150 years we are here it is because we have followed a line, respected the seed planted by the founding family. We have preserved that but we have not stopped here: tradition means looking forward and taking inspiration from the past, even daring”. Even today, at Audemars Piguet “no watch leaves the factory without having been touched and decorated by man, even the components that cannot be seen”.
Claudio Lutipresident of Kartell S.p.A., in his speech he focused on brand and product, which “are the things we all work on: having the thrill of creating an innovative product”. Kartell, which is one of the best-known contemporary Italian design brands, “when it offered an industrial product it had the opportunity to use the best designers in the world”, including Philippe Starck, one of the most established brands. Luti was also president of the Salone del Mobile and from the Ripartenza stage he reminded all Made in Italy operators that “we must stay together” and that Made in Italy itself “with the Salone del Mobile has created enormous value for all brands and has been a great help for exports, which must be saved and not lost. We are fortunate to have a large supply chain in Italy, with large companies taking part. We need to think about being together and I think that the Salone del Mobile should strengthen in certain directions because there are 60 years and more of work, but going down is a moment.”
Franco Lodige, 12 February 2026
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date:2026-02-12 18:30:00
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