Ilan Chotovelli, the third-generation of a family of
prestigious watchmakers and jewlers from Torino,
recently visited Panama to present his most recent
collection of watches –a line of uniquely large
timepieces inspired in the meters and gauges of Fiat
and Alfa Romeo automobiles.
Panama is one of the first Latin American markets
in which the Chotovelli name brand is promoted –a
fact that Ilan Chotovelli attibutes to the country’s
increasing popularity as a center of international
trade and tourism. “A lot of people are coming
to Panama because it’s a place where big things
happen...it is surely a good time to start doing
business here,” he said.
Although the family tradition started with his
grandfather back in 1920, the Chotovelli brand of
watches is a relativelly new entreprise, launched
by Ilan and his sister, Tamara, in late 2005. Their
first watches went for sale in July of the following
year.
Ilan’s fascination with automobile motifs was
inherited from his father, who worked in the gauge
department of Fiat for many years. The idea,
Ilan Chotovelli and his newly-discovered
love affair with Panama
The young entrepreneur and designer is the heir to 90 years of Italian
watchmaking tradition
La fascinación de Ilan con los motivos automovilísticos fue heredada de su padre,
quien laboró en el departamento de indicadores de Fiat durante muchos años. La
idea, no obstante, fue completada junto a su cuñado mientras ambos hojeaban
una revista de carros un día. “De repente nos encontramos con un indicador de
combustible de un Alfa Romeo, y fue así como todo empezó”, explicó.
A Ilan Chotovelli le gustan los relojes grandes –una característica común en los años
1940 y 50 –la época dorada de los relojes de pulsera. A pesar de la rara combinación
del tamaño con los motivos de autos, el proyecto resultó exitoso, especialmente en
los países Escandinavos, España, Grecia y la región del Benelux.
Chotovelli define sus relojes como exclusivos, mas no caros. “Nuestras creaciones son
en definitiva exclusivos, y nuestros clientes difícilmente encontrarán modelos similares
en otra parte. Sin embargo, la exclusividad no significa precios altos. Nuestras piezas
son relativamente accesibles, y deseamos que las cosas permanezcan así”, dijo Ilan,
quien pasa la mayor parte de su tiempo viajando por el mundo en busca de nuevos
mercados cuando no se encuentra diseñando relojes.
Ilan Chotovelli creció entre su natal Torino y Antwerp, Bélgica, en donde se radicó
su familia para entrar en el negocio del comercio de diamantes en los años 1980.
Aunque es el heredero de una tradición familiar de 90 años, Chotovelli reveló a 4W
Magazine que recibió su primer reloj a los 13 años. Dijo: “Lo primero que hice con él
fue abrirlo para ver cómo funcionaba...esa es mi pasión”. Ilan confiesa, no obstante,
que se siente más atraído por el estilo del reloj en lugar de los aspectos mecánicos
de la profesión –algo en el que su padre, ya jubilado, era experto. “Papá es un
adicto a la perfección de la calidad. Solía arrojar los relojes al suelo para probar su
durabilidad. También he heredado la misma filosofía”.
however, was completed in conjunction with his brother-in-law while looking at a
car magazine on day. “All in a sudden we came across an Alfa Romeo gauge and
that’s how everything started,” he explained.
Ilan Chotovelli likes big watches –a common feature back in the 1940’s
and ‘50’s –the heyday of wrist timepieces. Despite the rare combination
of large size and car motifs, the venture proved to be successful,
especially in Scandinavia, Spain, Greece and the Benelux.
Chotovelli defines his watches as exclusive, yet not expensive.
“Our creations are definitely exclusive, and our customers
will hardly find a similar watch elsewhere. Yet, exclusiveness
doesn’t necesarily mean high costs. Our pieces are relatively
accesible, and we want things to remain that way,” said Ilan,
who spends his time traveling around the world to open
new markets whenever he is not on the drawing board.
Ilan Chotovelli grew up between his native Torino and
Antwerp, Beligum, where the family relocated to in
order to enter into the diamond trading business in the
1980’s. Although he is the heir to a 90-year-old tradition,
Chotovelli told 4W Magazine he received his first watch
from his father ata ge 13. He said: “The first thing I did with
it was to open it to see how it works...that’s my passion.”
He confesses, nevertheless, that he is more attracted to a
watch’s style rather than by the sheer mechanical aspects of
the trade, something his retired father knows best. “My father
is addicted to quality perfection. He had the habit of throwing
watches on the floor to test their durability. I’ve also inherited
the same philosophy.”