Interview with Patrick Pruniaux , CEO

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Interview with Patrick Pruniaux , CEO - Ulysse Nardin
3 minutes read
Having just taken over the helm of Ulysse-Nardin a couple of months ago, ex-Apple executive Patrick Pruniaux shares his views on similarities between the brands and his plans.

Recently in Geneva, Ulysse Nardin unveiled several important new timepieces in anticipation of SIHH 2018. The brand also gave us the opportunity to get to know the new CEO, Patrick Pruniaux, a little better. Before you read on, you should know that Pruniaux is no novice in the watch world. He spent nine years with TAG Heuer and then several years at Apple, where he played a key role in launching the Apple watch.

What were your first thoughts when Kering Group contacted you about Ulysse Nardin?
I was very excited.  In my previous life, I was exposed to Ulysse Nardin and it always had a certain mystique about it.  I always felt it was a brand for people in the know. It’s the sort of niche brand with strong credentials and consistent quality.   I feel that it is a brand with a very free mindset. Here we can leverage a good historic story, but also be incredibly innovative. Like with the Freak unveiled 16 years ago, there is that sense of craziness, of freedom in creativity and I was convinced it was right for me.

Does it seem strange to go from Apple to such a traditional brand?
It is interesting, there are some real parallels.  On  one end, we have a company making tablets, phones, computers and connected watches and on the other end  we have really traditional watchmaking. But if you look at the cultures and values of the brands, there are similarities.  When I first told someone I was  joining Ulysse Nardin, I was told that I was joining a religion, not a company. In a way that  was sort of true at Apple.  The second thing that is similar for me is the desire to innovate and always push the boundaries from a technical point of view.  This is true of both Apple and Ulysse Nardin.  Another important factor is that 80 percent of a watch is what is happening inside, the technology, the quality and the experience using it.   Ulysse Nardin delivers in this area and so does Apple.  Lastly,  seven or eight years ago, Apple was not as known, it was more of a brand for people in the know. Ulysse Nardin is also for people in the know.

What do you see as the product strengths at Ulysse Nardin?
We make watches for watch lovers at Ulysse Nardin.  We under promise and over deliver. My view on Ulysse Nardin as a brand is that it’s all already there.  There is an incredible level of expertise in watchmaking and excellent delivery, including technical and artistic innovations.  There has been so much good work done on the part of Patrik Hoffmann and the team that we already have a strong product offering that is consistent and strong.  Now I want to leverage some of our strengths. Our culture is so strong and I want to communicate that better and find new ways to make our history modern and relevant today. We have a brand historian who is digging into our past and finding so many great stories to tell. This is what I want to bring forward. We are a traditional watchmaker with a good heritage, but also we are very twisted and modern. You will see this in January at SIHH. Be ready to freak out.

Writer’s Note: It should be noted that Pruniaux spoke very highly of his predecessor, Patrik Hoffmann, noting that he had made the transition easy and transparent.  When I spoke to Pruniaux, I was impressed by his candor, his fun yet professional demeanor and his desire to push the brand to even higher heights.

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