10 Questions with LUXURY Watch exhibitor, Cuervo y Sobrinos President & CEO, Marzio Villa.
1. How many years in business?
I started in 1974 as Sales Representative in the Watches’ sector, then in 1979 I opened a jewellery factory and I continued in the watches and jewellery business by opening the first company of distribution. In 2003, after the acquisition of the Brand, I opened the Cuervo y Sobrinos Company.
2. How many timepieces produced per year?
The yearly production is around 3,500 pieces, mostly in limited or special editions.
3. How many collections exist?
We have five collections, four of them have been entitled with the Cigar’s names Robusto, Torpedo, Esplendidos and Prominente and the last born is the Historiador collection that pays homage to the Historiador of the Cuban Island.
4. How many retail doors (dealers) worldwide?
We have 260 retailers in more than 20 countries in the world.
5. What are you most looking forward to at LUXURY?
Cuervo watches are the witnesses of a world in which elegance, excellence, quality and style were experienced in a ‘natural’ way in that they were values of everyday life, The same values that I am looking to seeing at Luxury.
6. What aspect of your brand do you hope to convey most to customers at the show?
It’s an unconventional choice compared to the Brands that have already told everything.
7. Who is the typical Cuervos y Sobrinos customer?
It’s the one who find colors and design of the Brand in their life dreaming. The one whom is satisfied by using objects with a romantic story and a uniqueness and timeless beauty.
8. Male/female ratio?
Cuervo y Sobrinos is founded on the concept of the cultural luxury that means no difference on the fundamental values likes between male/female.
9. What is the average price point?
The core business is between $3000-$5000 with some collections produced in limited edition.
10. Favorite marketing technique/platform?
We focus on the local events to be able to talk about our Brand with music and Moijto in a sophisticated Cuban atmosphere. To support the Brand image we are focused on outstanding magazines that talk about the life style.