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Without a song and dance
Point of View

Without a song and dance

Thursday, 21 April 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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2 min read
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It’s only now come to my attention that my musings under the title In the Air are published with a rather inflated signature: not just “Franco Cologni” as I had asked, but also “President of the FHH Cultural Council.” Granted, this is my function, thanks to the amiability and generous esteem of the distinguished members of the College who elected me to this post, but which seems rather too institutional for these brief notes.

For these thoughts spring not from an official function, nor from the throne of a gruff old pontiff or the veranda of some improbable Camp David, but from plain common sense applied to a world – the world of Fine Watches – which has, for what is a lifetime now, accommodated my appearances and sometimes my incursions too.

When a president speaks, one expects bands to strike up or to hear the whispering of bored dignitaries. Here, though, it’s the citizen Franco Cologni who is penning his motu proprio or, quite simply, jottings inspired by studying “people in their most ordinary occupations,” as Pirandello wrote.

After all, brands are also about people. Those who approve choices, take decisions, accomplish tasks. Now, as always, I want to address people, not functions, cliques or clans. And certainly not impersonal entities such as “Brands.”

As a citizen who is sometimes intrigued and occasionally annoyed, I note down reflections in the hope that they will be of use to other citizens in an ever-changing world, if only so they can distance themselves from my position, or simply reconsider a point. I have no other ambition than to instate a two-way dialogue, not to impose often (too) personal points of view. Without a song and dance.

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