Last October, during the 40th edition of Auto and Moto d'Epoca held Oct. 26-29 at the Bologna Fairgrounds, a landmark event dedicated to the world of automotive collectibles, the first edition of Time On Show, a real event dedicated to Vintage Haute Horlogerie, was held.
The connection between historic cars and collectible watches, characterized by a common element called "elective affinities," created a strong synergy between the two events, turning into a magical atmosphere that united the passion for historic vehicles with the love for the rarest and most exclusive hands.
During Time On Show, at the Bonanno Watches space, we met with organizer Pier Luigi Santi and Paolo Borgomanero, who assisted him in this adventure, along with Auro Montanari and Davide Parmegiani.
How did Time on Show come about?
Paolo Borgomanero "Many years ago, precisely in 2016, with Piero (Ferrari ed.) we decided that the time had come to organize an event in Bologna dedicated to our passions. We chose "Passione Classica" as the name of the format. We ideally had available the Bologna exhibition space, which has the only "defect," if we can call it that, of being very large. In order not to make something undersized, we thought of combining furniture, motorcycles, watches, high-fidelity, model-making, toys..."
Talking about collecting in 360 degrees.
PB "Collecting is a button that if you push it, a volcano comes out. There is a phrase I always repeat, 'You buy a 130-million-euro car, as it really happened, not because you are a victim of some kind of circumvention of power, but simply because you like that object-which is unique-and you have the money to buy it.'"
True, what is the problem?
PB "No problem. You are putting a price on an emotion that is priceless. At that moment, if I have the money and I want that object, the price is made by the person who sells it. (smiling) That's why passion can also be serious self-defeating..."
Does the same apply in vintage watchmaking?
PB "Absolutely. That vintage watches continually increase in value is simply due to the fact that they are no longer in production or reproducible. If you want them you necessarily have to go through a dealer, an auction house or another collector. Hence the idea of creating this exhibition format, to keep passion as a pillar of strength (smiling) by exploiting people's weaknesses..."
Why were you the first to be exploited?
PB "That's right! I have been exploited for my passions countless times! I don't regret it, though, and I would do it all over again. I basically defend the category."
How is it, then, that you were not able to accomplish your "mission"?
PB "We could not convince the organizers. They told us to try Padua, but there, with all due respect, it lacks a quality that only Bologna possesses."
Which one?
Pier Luigi Santi "It is in the center of Italy: one-third of our population lives about an hour's "high-speed" ride from Bologna. Twenty-two million people can reach us very easily. Then we also have highway connections, great hotel accommodations, excellent catering. I am amazed that anyone was surprised at the success of the public in moving Auto e Moto d'Epoca from Padua to Bologna. It was quite natural."
Why was Bologna not convinced then?
PLS "Because no one from the Fair Board took the risk and no entrepreneur wanted to take the burden, as he would have two possible outcomes: if it went wrong, his fault and economic loss; if it went right, credit to the Fair and no real gain."
How did the solution come about?
PB "With the purchase from Padua of the event. It became much easier and cheaper to put watchmaking in such a large and historically important context."
There is a common denominator between watches and cars.
PB "Have you ever seen the owner of a historic car, driving with an ugly watch on his wrist? Not even the other way around. So it was almost natural that they finally accepted Time On Show's presence."
Do you consider Time On Show an integral part of Auto and Moto d'Epoca?
PB "No. It is a core within this fair that can be safely enucleated. We thought of it and implemented it as a format that can be implemented anywhere. Even the idea of putting it up twice a year is not ruled out."
Maybe not only in Bologna?
PLS "No, it could easily take place in Milan or Rome. The recipe for success is simple."
What is this recipe?
PB "You need excellent ingredients: quality in exhibitors and quality in sponsors, which in our case was Riva. One is the qualitative driver of the others. This morning Alberto Galassi (editor's note: CEO of Ferretti group but also the only Italian board member to sit on the board of Manchester City Football Club) came by and believe me he is a person to whom nothing ever goes right, and he was really enthusiastic. He even bought several watches."
Have the expectations of Time On Show been met?
PB "Yes, I had no doubt about it. It is not because I am a prophet, but having a long history as an entrepreneur, I have learned to read important signs that have been tangible since the opening of the Fair. In this I found myself repeatedly appeasing Pier Luigi (ed. Pier Luigi Santi, who personally oversaw the organization of Time On Show), who worked exceptionally well to achieve the goal we had set for ourselves."
At these events, often the most difficult choice is not who to put in, but who to leave out. How did you go about choosing the exhibitors?
PLS "It was all in all a simple operation. I consulted with Auro Montanari, Paolo Borgomanero and Davide Parmegiani, who is a sort of strategic-partner, making with them a real selection committee. Some thirty names came out of it, which we had to reduce, essentially for logistical and space problems, to only fourteen, chosen by chronological order of accession. They then came, however, really many other requests, but the number for this edition could not be increased at all."
Once the exhibitors were chosen, the second hurdle was the sponsor.
PLS "The choice of Riva was the trump card, as it allowed us to create this beautiful Riva Lounge, inside which we can welcome clients and fans, then their boutique, the Riva Classic with vintage boats. Next to this main sponsor we found international partners: Azimut, Aon and NetJets. Thus, we managed to create a kind of "mega-lounge," which for this year has been placed in the mezzanine of the Fair, the gallery-hall between the two historic pavilions 25 and 26, where ArteFiera is usually held. "LS
The organization of Time On Show was complex?
PLS "I had to constantly measure the pulse to the situation and change direction without having to waste time, also because there was very little time. So I found myself doing a lot of things myself, without delegating but following the memberships and at the same time the creation of the exhibition spaces, first on paper and then at the fair. I shared everything with Paolo, Auro and Davide. With them we will decide future choices."
A nice viaticum for future editions.
PB "In order for the future of Time On Show to be understood, it is necessary to dig into its essence, into the etymology of the wills that made it possible. We are all in apprenticeship, but things are going in the right direction, which is the direction of success."
Will we expect more communication than this 2023 edition?
PLS "For this first edition, there was not so much a problem with money as with actual time to organize good communication. There were too many 'material' things to do to be able to follow up properly with the media. We relied on the communication of the Salon, but we know that this is not enough for the world of hands. Our "customers" have to be looked for in their environment-we have to figure out well how to do that."
Who do you want to turn to?
PB "We want to stimulate European collectors and dealers. One thing is sure: everyone who has gone up and will go up on Time On Show will do so because they have 'the degrees,' because they are up to the project, no shortcuts will be allowed."
Time On Show, seen through the eyes of a journalist with more than 30 years of experience, is perhaps the first and currently the only exhibition event dedicated to vintage that manages to evoke the allure of the Geneva Salon. In practice, for the first time, Vintage Haute Horlogerie does not suffer from an inferiority complex compared to current production.
PLS "We are a salon within the Auto and Moto d'Epoca Fair: we are not and do not want to be in the river of its visitors, we want to make special people share their passion, who choose Time On Show and want to experience it as a personal and not a mass moment."
PB "With Auro and Pier Luigi we immediately agreed that we wanted to hold our event here, in a reserved, protected and "protectable" area, dedicated only to the passion of those who choose vintage hands. The result I think rewarded expectations."
For future editions, it will be crucial to keep the bar high and to be always well aware of the value and importance of vintage watchmaking. It is precisely we, operators in various capacities in this sector, who must believe in it. All the more so because "the world," as the success of Time On Show and the five thousand people who visited it well demonstrated, is ready to follow us in this adventure and in the emotions it brings.
How was the turnout for Time On Show?
PLS "Since the first day there have been many visitors and all of good quality. I was the most skeptical of all, but fortunately I had to change my mind: Paul was right."
Are you a watch collector?
PLS "No, I only have three: one given to me for my confirmation, one for my 18th birthday, and a third given to me by Avvocato Montezemolo when I became a Ferrari dealer and which I wear all the time: a Speedmaster in a special series for Michael Schumacher. I admit, however, that I am beginning to feel a fascination with these objects. I felt the first thrill when I visited Bonanno's Roman boutique on Via della Croce together with my son: the first dealer I asked to participate and also the first to join without any hesitation."
Do you anticipate the presence of foreign merchants in the future as well?
PLS "As a first edition we have two dealers from Monte Carlo: Davide Parmegiani and Corrado Mattarelli. It has already been a success, because the agreement with the fair was signed on July 31 and the fair started on October 26, really too little time even for a foreign exhibitor to get organized. However, we have already received requests from France, Germany, England and even one from California. We will see later what to do, for now we are content that they are satisfied with the active exhibitors now."
Time On Show is a format that lends itself well to export.
PLS "Yes, we have received several requests to that effect. We are carefully screening Singapore, Dubai, Monte Carlo, but also some European capitals."
PB "Since we are in year zero, as far as I am concerned, success has already been achieved. Beyond the flattering financial results, the most important thing is that Time On Show exists, has become a reality."
You are right to think so, but the outcome was less obvious than one might imagine, especially when viewed from the outside.
PB "I'm glad about that. (smiling) Maybe I took it for granted because I'm still a little rusty."
John Bonanno "The important thing is that they were able to team up with us dealers, to be on our side, listening to our needs, which then are also those of our customers."
How did you get into a perfect fit with the exhibitors?
PLS "We did the most natural thing for us: we sat down with them and asked them what their real needs were. On those we literally built Time On Show."
GB "This talk seems like a natural thing, almost taken for granted, but it's really hardly ever the case. Our biggest worry is just not being listened to in our needs, which are sometimes even so simple as to seem obvious-that was the winning move of Time On Show."
An example?
GB "Security, outside and inside the exhibition spaces. In Bologna we found it, in other parts we didn't. Then many other small and big details, first of all the selection of exhibitors, which guaranteed a high level for all the exhibits."
EVENT NUMBERS
Time on Show, the event organized by BolognaFiere dedicated to the world of collectible and vintage watches, took place Oct. 26-29, in conjunction with Auto e Moto d'Epoca, the historic European fair that made its debut this year in Bologna after years of success in Padua.
Time on Show, was conceived by Pier Luigi Santi, together with the two inspiring minds Paolo Borgomanero and Auro Montanari, the latter known as "John Goldberger."
This first edition, held in the Gallery Hall between Halls 25 and 26, saw thousands of visitors to the Time on Show area. More than 5,000 registered to access the area reserved for the stands of the 14 exhibitors, carefully selected by the committee composed of Paolo Borgomanero, Auro Montanari and Davide Parmegiani, chairman and shareholder of "Monaco Legend Group," a major auction house specializing in collectible watches.
Lawyer Alberto Galassi, CEO of the Ferretti Group, shared the partnership between Time On Show and the famous Riva brand, creating a Riva Lounge available to all guests and visitors.
The event was realized thanks to the support of sponsors, such as Azimut Capital Management, AON, a leader in insurance brokerage, and Net Jets, a world leader in private jets.
