Swatch Group

Watch Q&A with... Marc Aellen – Certina

By Serge Maillard

June 2023

“Protect our brand and the quality and security it stands for”

Watch Q&A with... Marc Aellen – Certina

By Serge Maillard

June 2023

Watch Q&A with... Marc Aellen – Certina

“Protect our brand and the quality and security it stands for”

W

e recently interviewed a broad selection of managers, active in a variety of segments, to help us identify the major trends within the watch industry.

Our Q&A with Marc Aellen – Certina.

Europa Star: What are your strategic priorities for 2023?

Marc Aellen: The core of our brand is to build durable and high-performing timepieces. In 2023, we aim to strengthen this core by expanding our product lines, introducing new models and attracting a wider range of customers. We want to continue to be known for watches that stand the test of time, a double security worn on the wrist in everyday life. Of course, we also intend to enhance our brand image – this year, we began cooperating with the FIS to increase our brand recognition with winter sports fans, which we hope will bring us closer to this customer group as well.


Marc Aellen

Which new products or lines will be your main focus this year?

Certina has a well-known collection of divers’ watches, which we expanded in March by introducing a new model dedicated to our longstanding cooperation with the Sea Turtle Conservancy. At the same time, we are well aware of our heritage and our incredible history, which we keep alive by reviving vintage pieces and reinventing historical designs, just as we did with the DS-2 Chrono Automatic.


Certina DS-2 Chrono Automatic

The emergence of the secondary market represents a major new development. Are you taking any steps to build a presence in preowned?

We are not involved in the secondary watch market, nor do we plan to be. We want to protect our brand and the quality and security it stands for. We can only achieve this by supplying newly manufactured pieces through our authorised distribution channels. Only in this way can we guarantee to our customers that they will receive a certain quality standard, and provide them with customer service after purchase.

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Watch Q&A with... Marc Aellen – Certina

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