MILAN — Although Prada does not market products under the Luna Rossa label, the company’s chief executive officer, Patrizio Bertelli, decided he wanted to mark the America’s Cup with the launch of a Prada watch, although neither his sailing boat’s name nor the prestigious sailing competition is inscribed on the watch.

"We’ve wanted [a watch collection] for a long time," said Bertelli at a press conference, after flying in from New Zealand, where he was following Luna Rossa’s races for the Cup. "This is the right product for its prestige and quality, which reflect the Prada image. We believe it will be successful because of its quality and exclusiveness."

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