Written by Pedro Chaves
Creative Director & Marketing Specialist, Esko
Imagine you’re a Formula 1 driver.
Talent matters. Experience matters.
But without the right tires, you’re compensating for inefificency.
Roveco captures this perfectly in their testimonial:
“If you didn’t have Formula 1 tires, even if you were a good driver, you had to compensate for inefficiency. With Quartz, it becomes easier. Quartz helps you drive better.”
This is not just a metaphor. It’s a mindset.
Roveco was founded in 1964 in Milan. Sixty-plus years later, they are still doing what the best companies do: evolving.
And they have never been afraid of technology.
Their collaboration with Esko started in 1997, when Roveco installed the first digital CTP for flexo plates in Italy. Since then, the relationship has grown into a full ecosystem:
And now, the next step: Quartz.
This is not a company buying technology to look modern. This is a company investing because quality matters.
Roveco is very clear about what Quartz changes.
Quality increases. And not incrementally, but structurally.
Quartz raises the qualitative level compared to Crystal by another step. It allows them to reach results that were previously too complicated or difficult to achieve. Quartz enables Roveco to simplify tonal transitions and makes the management of highlights and minimum dots more predictable.
We’re talking about maintaining clean highlights down to 1–2% while achieving higher densities in solids. As any prepress professional knows, that balance is not easy in flexo.
Quartz doesn’t just “improve plates.” It changes how prepress teams work with files, simplifies decision-making, and reduces compromise.
In essence, it helps good drivers become better drivers.
What I love about this testimonial is not just the technical side, but the philosophy behind it.
Roveco openly says that continuous investment in technology is part of their DNA. They have never settled after an initial wave of investment. Therefore, they continuously adopt what the market proposes, both in software and hardware.
That is leadership.
Because in flexo, quality is not static. Expectations evolve, brand owners push harder, and print buyers compare more. The margin for error shrinks.
Companies that grow are the ones that refuse to plateau.
Quartz is not just another upgrade. It is a statement: “We want to give our customers the maximum.”
And the early production jobs? Positive results and satisfied clients. That’s what matters.
Roveco’s testimonial is not about specs. It is about ambition. It’s also about:
If you believe technology should empower your team rather than complicate it, then this video is for you.
Because sometimes the difference between driving well and driving at your full potential is having the right tires.
Pedro Chaves is a multifaceted creative director and marketing specialist. With a background in journalism and film studies, Chaves has successfully bridged the worlds of creative storytelling and strategic marketing. He has worked with companies such as Warner Bros, 20th Century Fox, Samsung, Sudzucker, Esko, Kongsberg, Enfocus, and many others.
