Eqotime meets: Guido Terreni – clarity, identity and the future of Parmigiani Fleurier

During Watches and Wonders 2025 we met Guido Terreni, CEO of Parmigiani Fleurier, for a conversation about the brand's development, design philosophy and how you build long-term relevance in a rapidly changing industry. On site in Geneva, Eqotime was represented by our founder Albin Johansson, who sat down with Guido Terreni for an interview that quickly moved away from individual product news and instead focused on what really defines Parmigiani Fleurier today – clarity, discipline and a strong identity.

The interview was conducted in connection with Watches and Wonders 2025

Text: The editorial team Photo: Aleksandar Mladenovic

Parmigiani Fleurier

Parmigiani Fleurier is a Swiss watch brand with strong roots in traditional craftsmanship and in-house manufacturing. Originating in the restoration of historical timepieces, Parmigiani Fleurier has developed a clear identity where classical aesthetics meet technical expertise – something that today characterises both new models and the brand's position within haute horlogerie.

“We are not trying to be louder – we are trying to be clearer”

It becomes clear early on that Guido Terreni, CEO of Parmigiani Fleurier, does not see the brand's task as drowning out the competitors.

“We are not trying to be louder than others. We are trying to be clearer in what we stand for.”

For Parmigiani Fleurier it is about creating a consistent expression rather than chasing attention. In an industry where many players compete to be the most visible, Parmigiani Fleurier chooses a different path – a more restrained, but at the same time more considered one.

It is a philosophy that permeates everything from design to how the collections are presented.

A new direction for Parmigiani Fleurier

Since Guido Terreni took over as CEO of Parmigiani Fleurier, the brand has undergone a clear transformation. Having previously had a broad and at times scattered portfolio, Parmigiani Fleurier today has a considerably more focused and coherent identity.

“Before, Parmigiani was offering many things. Today, we are choosing very carefully what we want to say.”

It is not just about reducing the number of models, but about creating a clear common thread. Every watch from Parmigiani Fleurier should feel like a natural part of the whole – not like an isolated experiment.

This has become particularly clear in the Tonda PF series, which today functions as a hub in Parmigiani Fleurier's modern expression.

Design built on restraint

A central part of Parmigiani Fleurier's philosophy is daring to take away rather than to add.

“Elegance is not about adding more. It’s about knowing what to remove.”

This is clearly visible in how Parmigiani Fleurier works with proportions, surfaces and details. Instead of relying on strong colours or complex complications, the focus lies on balance and precision.

The result is watches that do not necessarily catch your attention immediately – but that grow with time.

It is a type of design that demands more of the beholder, but that also offers more in the long run.

Parmigiani Fleurier and the view of modern luxury

When the discussion moves towards the concept of luxury, it becomes clear that Parmigiani Fleurier positions itself differently from many other players.

“True luxury is not about showing. It’s about feeling.”

For Guido Terreni, CEO of Parmigiani Fleurier, luxury is not about signalling status outwards, but about the personal experience. It is a philosophy that permeates the whole brand.

Parmigiani Fleurier is not aimed at the person who wants to be the most visible – but at the person who values details, craftsmanship and subtlety.

It is a more understated form of luxury, but also one that feels increasingly relevant in today's market.

A more curated offering

Another important part of Parmigiani Fleurier's strategy is working in a more curated way.

“We don’t want to do everything. We want to do the right things.”

By limiting the range, Parmigiani Fleurier can put greater focus on each individual model. It is about quality over quantity – both in design and production.

This creates not just a stronger product, but also a clearer message to the market.

For collectors and enthusiasts it means that every watch from Parmigiani Fleurier feels more considered and relevant.

Long-term thinking over quick wins

In an industry where news often drives interest in the short term, Parmigiani Fleurier chooses to think more long-term.

“We are building something that should last. Not something that works only for a season.”

Guido Terreni emphasises several times the importance of building a brand that lasts over time. For Parmigiani Fleurier it is not about creating hype – but about creating trust.

It is a strategy that demands patience, but that also lays the foundation for a stronger position in the future.

Summary

The meeting between Albin Johansson from Eqotime, and Guido Terreni, CEO of Parmigiani Fleurier, gives a clear picture of a brand that knows exactly what it wants to be.

Parmigiani Fleurier has in a short time established itself as one of the most interesting alternatives for those looking for something more subtle and considered within the luxury segment.

It is not the loudest player in the industry.

But perhaps that is precisely why Parmigiani Fleurier is also one of the most relevant right now.

Read more about Parmigiani at us.