Guido Terreni Steering Parmigiani Fleurier into a New Era

Guido Terreni discusses his journey and vision for Parmigiani Fleurier with GC, blending deep-rooted tradition with dynamic innovation in luxury watchmaking.

Standing at the helm of Parmigiani Fleurier since January 2021, Guido Terreni embodies the fusion of traditional craftsmanship with forward-thinking innovation. His leadership is punctuated by a dedication to both respecting heritage and embracing modernity, making Parmigiani Fleurier a beacon of contemporary luxury watchmaking.

“In watchmaking, tradition is not a cage but a springboard for innovation,” Terreni explains. His approach is about harnessing the rich legacy of the brand to innovate and inspire. This philosophy is vividly realised in the recent expansion of the Tonda PF collection and the introduction of the new Toric collection. “These collections are a testament to our commitment to the art of mechanics so dear to the brand, reinterpreted in a fresh and contemporary manner,” Terreni adds.

The journey to leading Parmigiani Fleurier was serendipitous, intertwined deeply with Terreni’s personal life, moving to Switzerland for love, which blossomed into a profound passion for horology. “I came to Switzerland for love, and then I found a second love in watchmaking,” he shares. This personal narrative of love and passion reflects in his leadership style—intuitive, dedicated, and profoundly connected to the ethos of Parmigiani Fleurier.

Terreni’s strategic vision for Parmigiani is significantly influenced by his background at Bulgari, where he spent over a decade refining the brand’s watch division. “I’ve always aligned myself with brands that resonate with my personal values,” Terreni states, emphasising how this alignment shapes his leadership at Parmigiani. He sees the brand as an epitome of ‘private luxury’ and understatement, qualities he regards highly, reflecting the ethos of the brand’s founder, Michel Parmigiani.

With an eye on maintaining the exceptional standard of Parmigiani’s traditional Swiss watchmaking, Terreni is also steering the brand towards embracing innovative practices. “The tradition of watchmaking provides a profound source of knowledge, not constraints. We look to reinterpret this knowledge creatively to stay relevant and progressive in our designs,” he explains. This vision came to life with the introduction of new complications in the Tonda PF line, showcasing Parmigiani’s technical ingenuity and aesthetic finesse.

Looking forward, Terreni is focused on nurturing the growth of Parmigiani’s collections with disciplined innovation. “In a world teeming with timepieces, if you choose to introduce a new watch, it must have something significant to say,” he asserts. This philosophy ensures that every new model is not just a watch but a narrative of exceptional craftsmanship and innovative design.

For collectors and aficionados, Terreni reassures that the core values of Parmigiani Fleurier—meticulous craftsmanship, attention to detail, and a commitment to timeless elegance—remain unchanged. “We respect our heritage, and we are committed to continuing the legacy of Michel Parmigiani with every piece we create,” he promises.

The essence of Parmigiani Fleurier under Guido Terreni’s leadership is about more than just maintaining the status quo; it’s about advancing the frontier of luxury watchmaking while staying true to the brand’s understated, sophisticated roots. As Parmigiani Fleurier strides into the future, it carries with it the legacy of its past, redefined and enriched under Terreni’s visionary guidance.