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Deadly sins
Point of View

Deadly sins

Friday, 18 March 2011
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Franco Cologni
President of the FHH Cultural Council

“Talent demands effort, dedication and hours spent perfecting a gesture which, day by day, becomes a gift.”

An entrepreneur at heart, though a man of letters, Franco Cologni was quick to embark on a business career that would lead him to key roles within the Richemont Group.

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1 min read

There are ten commandments which I believe still have their place. There are seven deadly sins and as many virtues.

In the great yet tiny world of luxury and watchmaking – one of the pillars of luxury – vice and virtue are characteristic not just of men, but of brands too. And while men can find Mercy in the eternal Father, brands don’t always find forgiveness in the eyes of customers who in some way feel trespassed against. Reciting the Miserere won’t help; better to have a breviary always to hand.

Far from me to engage in catechism or play Savonarola’s part. Yet as the humble sinner that I am, allow me to share a few thoughts.

The four transgressions a brand must never commit, or risk excommunication from the Church of luxury, are: never betray its origins; never underestimate the importance of craftsmanship in its highest form; never reveal all the secrets as mystery is a part of fascination; never compromise on quality.

And these are the good practices that will open the gates of Empyrean: invest endlessly in creativity; encourage expertise always and in all ways; never tire of listening to the customer; seek out beauty which, beyond any personal interpretation, holds the canons that speak to a man’s heart.

Go in peace and sin no more!

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