Parmigiani Fleurier, the leading watch brand, has a youthful style, forged by its founder Michel Parmigiani, the watchmaker known worldwide as one of the most talented designers. In addition, during the 26 years of its existence, Parmigiani has gained respect for the quality of its watches. Below is the text of the interview that “Madam” conducted with Guido Terreni, CEO of the luxury house, during Watches & Wonders 2022, in Geneva.
Guido Terrini in development
Last year, Parmigiani chose Guido Terreni as its CEO. Before joining Parmigiani, Tyrrhenia had spent two decades in Bulgaria, where in the second decade he held the post of Chief of the Watch Division. During his tenure, the Bvlgari watch business enjoyed a renewed boom, no doubt Parmigiani owners hope to take it.
I joined Parmigian Fleurier in January 2021, how are things going to date?
Great and wonderful, a period of 15 months was distinguished and urgent; We worked on brand values, redefining Maison values and identity, especially with the Tonda PF watches, which became the most important part of the collection. The revival of this brand really surprised me.
Have you faced any problems or challenges, especially at this stage?
Today the responsibility is very great, which is difficult to control in production and requires a lot of time.
Last year Parmigian Fleurier celebrated her 25th birthday; How do you decide to make your mark at home?
Keeping and making this brand luxurious, elegant and unique. This house contains a great historical culture and has a great trace in the world of time. And Tonda PF came to complete this journey.
We noticed that you like sports watches, are there special editions for women?
Yes, there will be editions for women, but we did not show them today in Geneva, but we will discover them in the future.
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Can you tell us about Parmigiani Fleurier’s latest publication in Watches & Wonders?
Maison presents the world premiere of the Tonda PF GMT Rattrapante, where the intricacies of watch production meet with simplicity and purity. Here Parmigiani Fleurier rewrote the tradition of clock production in the constant pursuit of cleanliness along with innovation, as is evident in the Tonda PF GMT Rattrapante, the world first watch that combines simplistic, discrete complications with instant ease of use.
The art of a skeleton watch is a challenge and a delicate exercise, as evidenced by the two new Tonda PF Skeleton watches made in 18k rose gold and steel / platinum. Two clocks that reflect the spirit that guides Maison in all things the creativity of clock production, guided by a meticulous thought process that transcends any other consideration.
Complications reinterpreted in line with brand ethics: the Tonda PF Flying Tourbillon watch plays with the paradox, embodying a highly sophisticated complexity, coupled with the greatest elegance of simplicity and aesthetic sophistication. With its clean lines, this design transcends Parmigiani Fleurier’s stylistic vision and its measured and strong value-added approach.
With its sporty features and colors, the Tonda GT Chronograph returns to the forefront, staying true to the world of precision and complexity. The watch is presented in two versions: 18K pink gold with chronographic function and large dates; Solid steel with chronographic and calendar functions.
How do you reflect the style of Arab women through your models?
Well, I think it’s a deep question and I’m not sure I have the answer because we are still working to identify the Parmigiani Fleurier woman, who is definitely an elegant and uncomfortable woman who does not like to appear casual. She has a subtle and inattentive beauty.
Are you planning to create a special collection for women in the Middle East?
Yes, there are possibilities, but at the moment we have not revealed the women’s watches, but it will be announced in the coming months.
How is your relationship with the Saudi market?
We are not in the Saudi market yet, but of course we like it, but we have to be patient, because as I said, the production process is not enough for the market where they are. But we are based in Dubai and Abu Dhabi and will soon expand to Saudi Arabia.
What else about Parmigiani Fleurier?
By continuing to create unique pieces that reflect our client’s personality. Most importantly, we want to single out the Tonda PF collection, which reflects a new, fresh and refined style, but far from show Off.
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