WHEN I SAT WITH HIM at the Parmigiani Fleurier booth at Watches and Wonders Geneva, I asked CEO Guido Terreni: “Some say that Parmigiani’s adherence to its design codes and the limited options in terms of complications restricts the brand. What do you say to that?” It was a difficult question, admittedly, but you learn so much about a person and brand from how they respond to curveballs. What I was hoping to find out from that question was an insider insight into the meteoric rise of Parmigiani Fleurier.
“We can call it simplicity, but I call it purity.”
The big man replied: “The consistency of the style is a very big part of the brand identity. We can call it simplicity, but I call it purity — purity in design, purity in ideas. The ideas behind the watches are very creative, very pure, and very powerful. We address it in our craft through finishing. That’s why we call our design philosophy ‘minimal-rich’. It’s a pure style; it’s not brutal; it brings with it emotions of richness and elegance. This is understood by the client. Parmigiani isn’t for everyone.”
Terreni joined Parmigiani at the height of COVID-19 in 2021, at a time when the company was not doing well. “The board had hired me to clarify the positioning of the brand and to turn negative numbers in terms of profit — to become profitable.” Back then, Michel Parmigiani was already known in Switzerland, and parts of Asia, for his technical mastery, and for his work as a restorer. The brand was well-respected, though perhaps unknown beyond Switzerland.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
FACING THE PROBLEM, APPLYING THE SOLUTION
British skincare brand Facetheory has landed in Sephora Malaysia.
A STEP CLOSER TO PARIS
Bistro Léa is Kuala Lumpur's latest destination for wholesome, classic French fare
The Rearing Horse meets the Celestial Dragon
Porsche Malaysia unveils the Taycan S-Turbo Celestial Jade, a one-off model part of the legendary Sonderwunsch programme
The Story Of Luxury
KOK LAI CHING, MANAGING DIRECTOR OF SOUTHEAST ASIA & PACIFIC AT EDRINGTON, PURVEYOR OF SOME OF THE WORLD'S FINEST SPIRITS, AFFIRMS THE IMPORTANCE OF STORYTELLING TO THE PREMIUM OFFERINGS SHE OVERSEES.
The Future Will Be Pixelated, Probably
What are the implications on one's lived experience as online life is rife with meaning and possibilities?
Perfectly timed slam dunk
Seiko introduces two limited-edition timepieces, to celebrate the rising passion for basketball in Southeast Asia with a blend of bold style, technical precision, and a nod to the brand's enduring heritage.
SOMEWHERE OVER THE RAINBOW
Way up high, Felix Pantone and Zenith are coming together again for yet another stunning horological collaboration.
SANTOS DE CARTIER: A NEW ERA
ORIGINALLY A WAY OF INTERTWINING THE CARTIER BRAND WITH THE DARING SPIRIT OF AVIATION, IT NOW STANDS AS AN ICON OF LUXURY AND ELEGANCE.
A LEGACY IN TIME
This year's P-Day, a global gathering of Panerai enthusiasts, was organised in Kuala Lumpur for the first time. Augustman took the opportunity to speak with Panerai CEO Jean-Marc Pontroué and Paneristi co-founder Paddy Conway to find out more about this annual assembly.
REACHING FOR THE STARS
A tribute to the past, with a modern twist-Omega reimagines the iconic, space-travelling Speedmaster CK 2998 for the contemporary collector.