TERRENI'S TOUCH

Guido Terreni reflects on his past four years at the helm of Parmigiani Fleurier and leading the brand forward.

- FARHAN SHAH

“THERE IS A SAYING in Switzerland: ‘You can’t go faster than the music’. I like it very much,” says Guido Terreni, CEO of Parmigiani Fleurier. The former head of Bvlgari’s watchmaking division has a better understanding of that mantra than most.

He has revitalised the brand since taking over in 2021, including reimagining the Tonda PF sporty-elegant collection, which accounted for 98 per cent of the watchmaker’s sales in 2023, according to Bloomberg. Currently, the waiting list for a watch reportedly stands at over a year. Terreni’s next act involves shining the spotlight on the Toric, a much-loved but long-forgotten range. We speak to the watch wunderkind.

What has been the market response to the new Toric?

Since its launch last September, it has been widely accepted. It is interesting to observe the customers attracted to it. We are at the pinnacle of the pyramid in terms of taste, exigence, and understanding that luxury should evoke emotions and push excellence forward.

Having worked on the Tonda line, what are the key differences between it and the Toric?

The Tonda PF played a key role in redefining the brand identity of Parmigiani Fleurier, respecting its soul while conveying a fresher style, which helped turn the brand around and put it back on the watchmaking map. It addressed the important and versatile segment of sporty elegance.

Toric targets a different yet equally important segment: the dress watch. To present a timepiece that aligns with the codes of elegance of today’s man—something that reflects masculine sophistication—we focused on details that blend traditional craftsmanship with a sense of contemporary style, creating a watch that feels both timeless and relevant.

What are some of your favourite design features of the Toric?