by Caroline Roux

"If you consider your brand to be an expression of design, then you have to participate in contemporary design," asserts Angelo Bonati, the CEO ofPanerai, producers of the flamboyantly large but nonetheless restrained watches that are found on many a fashionable wrist these days.

"As a company we don't introduce new things, we've only ever subtly adapted our original product to make it suited to its times, we still need to be in a conversation with today's designers. Otherwise we become sterile."

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Source: http://www.telegraph.co.uk/