The Art of Restoration
At its heart, Parmigiani Fleurier is a brand whose timepieces feature a contemporary style for enthusiasts seeking to combine modernity and high-end technical competency. Here, RLI converses with the company’s CEO, Guido Terreni about their ethos, how they adhere to their principles and how they are looking to grow the business moving forward.
Parmigiani Fleurier defines itself as a Maison of private luxury – refined and never ostentatious. While the brand acknowledges that no one truly needs another watch… they remain convinced that people continue to fall in love with them.
This means that their mission is to nurture a clientele that values understatement and excellence, concentrating on the essentials and embodying the brand’s values through their collections.
While the company operates mainly in partnership with retailers, back in August they unveiled their first boutique, a two-storey flagship site in Tokyo’s prestigious Ginza district.
“Ginza truly embodies our philosophy,” comments Guido Terreni, CEO of Parmigiani Fleurier. “The façade creates a signature presence on this avenue of world-class, iconic names, establishing both visibility and a dialogue with its surroundings.”
Designed by Swiss studio Atelier OÏ, the boutique embraces the verticality of Ginza’s architecture. Inside, intimacy prevails as the ground floor welcomes clients into a minimalist cocoon, while the first floor offers a private setting where collectors can discover the latest creations in a personalised way. Every element is conceived in harmony with Japanese culture, soft dawn-like lighting and touches of greenery and guilloche motifs – a symbol of the Maison.
By offering a selective and finely-curated collection, Pamigiani Fleurier maintains and grows its portfolio within prestigious multi-brand environments. Rather than pursuing volume, they focus on cultivating fewer points of sale at a higher level, strengthening lasting partnerships with their dealers.
In terms of collections, Terreni says their strategy rests on three pillars – Tonda PF, Tonda PF Sport and Toric, each enriched with carefully chosen introductions rather than an abundance of new lines. As for the markets which are key for them, he highlights North America, the MENA region and Japan. They are also actively developing across Southeast Asia. “We believe true luxury is defined by intimacy, discretion and continuity. Our objective is always the same, to cultivate a sense of belonging and refinement at every point of contact.”
The business has embraced the importance of digital channels in the modern retail world by using them not as an end in themselves, but to deepen personal relationships. While platforms such as Instagram and Facebook serve as points of entry, their aim is to move beyond generic or impersonal communication. This ensures that even in a digital environment, the experience remains intimate, tailored and consistent with the values of private luxury.
At present, the company does not currently operate an e-commerce platform due to the very nature of the brand and its products. Their unique range is aimed at collectors and enthusiasts who prefer to have a personal contact and connection with the brand rather than simply buying online for delivery.
A concept that is integral to the philosophy of the business is that of sustainability. Mechanical watches are inherently durable, consuming no energy beyond that of their wearer. At Parmigiani Fleurier, they strive to minimise their carbon footprint in production and to ensure full traceability of their materials – all the gold and platinum they use is ethical and responsibly sourced. These commitments reflect both their responsibility and their values of authenticity.
As we move on with our discussion, we ask the CEO how they keep loyal customers engaged and attract news ones in such a competitive retail sector?
“For us, growth is inseparable from quality, with discretion at the heart of our approach. What strikes me today is how this resonates with a younger audience, from Gen Z to those in their thirties, who are increasingly knowledgeable about watchmaking and drawn to our understated style. We cultivate loyalty by aligning with their quest for authenticity and true exclusivity.”
Terreni feels their success is guided by independence and creative freedom, a selective presence within leading retailers and a philosophy of innovation carried out with discretion. The idea behind the brand is to speak to those who value what is truly ‘cool because you like it’. This sets them apart from more marketing-driven, ambassador-heavy competitors.
“We believe true luxury is for one’s own pleasure and it comes with maturity, not of age but of education. This ethos is embodied in the reimagined Toric collection, which draws inspiration from the ‘pleasure of dressing well’. Just as a tailored suit expresses discretion, our timepieces speak to those who have reached the moment of realising that what is truly trending is not what others dictate, but what resonates personally,” comments Terreni.
As the company continues to make its mark, its challenge lies in managing the market correction that follows recent economic turbulence. They must ensure careful control of sell-in whilst maintaining desirability through creativity. Sustaining healthy demand, avoiding fragmentation and preserving Parmigiani Fleurier’s selective distribution and independence will be critical in navigating this landscape.
“Our approach is rooted in creating lasting cultural value rather than chasing short-term hype. In the rhythm of watchmaking, four years is but a moment – our task is to adapt while remaining faithful to the vision we set in motion in 2021,” concludes Terreni.
