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"At the beginning, we had nothing. We had a watch, Luminor Marina," Bonati recalled. Franco Cologni, head of Cartier in Italy, was a close advisor to Panerai and Bonati and served as chairman of the new company. "So, with this watch, we started to think what we [should] do."

They had two options, Bonati says. One was to go for a quick hit: invest a lot in advertising, pump up production, "make money and then say ciao," Bonati said. The other option was "to follow one dream: The dream was to establish a brand starting from Luminor Marina Panerai. That's what we did..."






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