I wanted to make the new Ulysse Nardin store in The Dubai Mall inviting… but younger? I’m careful with the word younger, maybe because I’m getting older. It’s not fair to define people by age group these days. I know people in their 20s and 30s who are extremely boring and I know people aged 60 who are really fun. The mindset and level of curiosity in a person is far more important than their age.
Our office is in the remote countryside in Switzerland and that’s who we are. I usually go for a run in the mountains before work. The sun on the Swiss mountains looks absolutely magnificent early in the morning. When I was a teenager I had the choice to continue high school or become a ski instructor, which was always my dream. I chose school. But now the great thing is that I live and work in a ski resort!
The most valuable lesson I learned in business was from John Kemp who was the head of Africa for Guinness. One day I talked to John about our consumers and he said, ‘Patrick, they are not consumers, they are drinkers.’ It’s the same today at Ulysse Nardin: they are not consumers, they are watch lovers. I learned not to use buzzwords or business slang because it’s meaningless. There’s a quote from the author Albert Camus: ‘If you don’t name things properly, that’s where the issues in the world start.’