Entretien avec Marco Vaccari, Directeur Marketing International chez Swatch

La marque de montre Swatch est connue dans le monde du marketing sportif pour son implication dans les sports extrêmes. On la retrouve notamment partenaire du Swatch Freeride World Tour, ou encore du Swatch Xtreme Verbier et Swatch Skiers Cup.

Sportsmarketing.fr a donc décidé de rencontrer Marco Vaccari, Directeur Marketing International de Swatch, afin de mieux comprendre la stratégie de partenariat mise en place par la marque de montre.

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Sportsmarketing.fr: Bonjour Mr. Vaccari, nous observons depuis plusieurs années votre implication dans les nouveaux sports de montagne, comme le freeride, pourriez-vous nous expliquer pourquoi avez vous fait ce choix, au lieu de sports plus conventionnel ?

Marco Vaccari: Swatch a toujours été un grand fan des sports qui proposent des défis à tous les niveaux. Nous apprécions la créativité, les émotions, l’engagement, et nous aimons voir des gens qui donnent tout ce qu’ils ont dans le sport qu’ils aiment.

Les Freeriders sont des personnes étonnantes, qui se poussent toujours plus dans leurs retranchements, inventent et développent leurs compétences et leurs sports. Ils sont créatifs, ce sont des personnes entières et hautes en couleurs, qui aiment la vie, et parce que nous partageons leurs valeurs, nous avons choisi de les soutenir dans leurs sports.

Sportsmarketing.fr: Comment faites-vous le lien entre les sports extrêmes et votre principal produit: la montre?

Marco Vaccari: Nos montres expriment nos valeurs : la joie de vivre, la provocation positive, la créativité et l’innovation. Nous nous sommes engagés dans l’action, et à « repousser les limites»; ce qui signifie la connaissance de nos limites et de faire tout notre possible pour les surmonter.

Notre but est d’inventer de nouvelles façons de voir et de faire les choses. Nous aimons innover, nous aimons prendre du plaisir, et nous aimons travailler dur pour atteindre nos objectifs.

Toutes ces choses sont vraies pour les sports d’action et les athlètes qui les choisissent. Ce n’est pas tant le résultat qui compte, mais l’attitude, et l’esprit positif que vous avez pour atteindre ce résultat.

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Sportsmarketing.fr: Le Freeride World Tour est une grande opportunité pour mettre en valeur votre marque partout dans le monde, pouvez-vous nous expliquer votre stratégie vis à vis de ce partenariat?

Marco Vaccari: Nous nous engageons dans les sports qui expriment les valeurs et les objectifs qui font notre succès dans le monde entier et qui font que les gens reviennent vers Swatch.

Nous admirons les athlètes qui choisissent les sports d’action, leur courage, leur esprit, leur amour des défis et de leur intense engagement à prendre du plaisir.

Sportsmarketing.fr: Vous êtes le partenaire de la compétition de Freeride «Xtreme Verbier » depuis de nombreuses années. Peut-on dire que grâce à votre engagement dans ce sport, ce dernier est aujourd’hui plus important et plus visible?

Marco Vaccari: Nous espérons que les gens disent que Swatch a contribué à donner plus de visibilité au Freeride, car c’est un de nos objectifs. Nous supportons ce sport pour toutes les raisons dont nous avons parlé, mais aussi car nous sommes suisse et Verbier est sur notre territoire. Il est donc naturel de vouloir montrer aux gens nos paysages si spectaculaires et aussi leurs permettre de voir ce qu’est le freeride dans toute sa splendeur.

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Sportsmarketing.fr: Vous parrainez le FMX, le beach volley, le ski Freeride, pouvez-vous nous parler de votre programme pour l’année 2015, ainsi que de vos nouveaux projets ?

Marco Vaccari: Un de nos grand projet en 2015 est: le Swatch Beach Volleyball Major Series FIVB World Tour, avec quatre étapes dans quatre villes, nous avons aussi au programme les Championnats d’Europe à Klagenfurt en Autriche.

Ce mois ci, le Swatch Skiers Cup s’est déroulé à Zermatt avec une victoire des Européens, cet événement est toujours très attendu par les amateurs de ski.

Nous sommes également très enthousiastes au sujet d’un nouveau projet qui a débuté cette année au Pérou. Nous avons unis nos forces avec Sofia Mulanovich, ancienne Championne du monde de surf à  pour donner aux enfants péruviens une chance de s’entrainer afin de devenir de véritables athlètes, mais aussi de participer à leurs développements personnels au sein d’une nouvelle académie de surf.

Et bien entendu, nous prévoyons beaucoup d’autres projets, que nous annoncerons en temps utile.

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