Parmigiani Fleurier CEO, Guido Terreni, was recently in town to speak to us about the brand&rsquo;s latest releases.

A event with Cortina Watch in Kuala Lumpur, where Parmigiani Fleurier unveiled its Watches and Wonders 2023 collection, saw us speaking to Guido Terreni, CEO of Parmigiani Fleurier. With over 25 years of experience in the intricate world of horology, Terreni has been instrumental in propelling the brand to remarkable heights, as evidenced by the success of the Tonda PF collection launched in 2021.
Our conversations reveal the innovative approaches that Terreni champions at Parmigiani Fleurier, blending traditional craftsmanship with modern technological advancements. Such insights are crucial in understanding the brand's evolution and its vision in the highly competitive luxury watch market. Truly, for this interview, we had the chance to grasp the philosophy and vision that drive Parmigiani Fleurier under Terreni's leadership.
<ul>
 <li>Since taking charge about three years ago, how do you feel about the brand today?</li>
</ul>
We are very happy. We are in an evolution of the brand. It is overwhelming and continues to surprise us especially with the response coming from our clientele. That's what we are aiming for, to create an emotion in the watch lovers that are into the brand. Now, there are many more people who are interested in looking at us and understand our brand, our refinement of style. It's something that is picking up very well.
<ul>
 <li>Were there any pleasant surprises or revelations?</li>
</ul>
For sure, the arrival of the GMT Rattrapante last year was a calculated risk, because it was supposed to arrive a year later, but the development went so well that we decided to put it on and present it in Watches on Wonder 2022. I think that was a very bold move that allowed the brand to state that it's not only an aesthetic exercise but also that we are into evolving the movements, the technical side of the brand.
<ul>
 <li>We&rsquo;re all for the idea of enjoying the watches. Recently, we came across several people who asked about Parmigiani and about investing in the brand. What do you say to those people who just look at Parmigiani watches just for the purpose of investing but forgetting to enjoy the watches?</li>
</ul>
I'm not really interested in people who want to make money out of watches. That's not who we are wanting to serve. We are serving passionately our watchmaking. People who are into looking for a life companion that accompanies your successes and your emotions. That's what we live for. If somebody sells a watch and makes a profit out of it, good for him but that doesn't interest me.
<ul>
 <li>We find it wonderful that Parmigiani takes this time to ensure every release is meaningful and then you come out with watches that are really strong and really evolve the collection. Are there any thoughts or temptations to produce even more models at a faster pace?</li>
</ul>
I think faster than this, we cannot go. In fact, next year we will find it challenging to release two watches because two world premieres in two years is already a lot. Plus, if you add the Xiali calendar which was also world premiere, we're basically having three world premieres in two years. We need to give the time to the product to arrive and to have the owners enjoy it. But for sure we have ideas until 2029 more or less. Ideas are the only thing we are not lacking. It's more a planning of production than the capacity because as I said, this growth has been difficult to anticipate and it takes 12 months to do a movement. It's like a child. It's not that you do a baby in one month. You need nine months to do a baby.
<ul>
 <li>What are your thoughts on the use of high-tech materials like ceramics and titanium?</li>
</ul>
I think they have now become materials that can be considered conventional because everybody has done them. So, it's not really important that we have to go into it.
<ul>
 <li>We like that pieces such as your platinum watches and their micro rotors are so gorgeous.</li>
</ul>
It's the ultimate discretion and it brings this discretion to the highest heights.
<ul>
 <li>What are the most significant changes that came about for the brand since last year?</li>
</ul>
There's a continuity in the direction for us which is very positive because once you've chosen a direction, you stick to it. Of course, this year, the main theme is the cultural calendars. This, I love because the cultural calendars are an interpretation of a different way of reading the time in a different culture. That to me is the best thing that a watchmaker can do to a regional timepiece. Then there is the minute rattrapante which gives continuity to our idea of world premieres. It's also the hallmark of this year for us. Also, another thing would be the consistency across our collection because we introduced the PF Sport which is basically maintaining that vibe of the Tonda GT. The Tonda GT is very important to the brand because it is the predecessor of the PF. It is an automatic watch and a chronograph and both are two key complications in our in-house movements that are extremely reliable and very very sophisticated. It speaks the same language as the PF with this vibe of this sportiveness. It's really about being a companion for you, for your weekends and times to live outdoor and enjoying your free time with a beautiful watch on your wrist.
<ul>
 <li>Please tell us about your collaboration with Cortina Watch and Sincere Fine Watches.</li>
</ul>
We chose Cortina and Sincere to be our exclusive distributors for Malaysia and Singapore as they are professionals, and because they introduced us to clientele which are very sophisticated and knowledgeable in watchmaking. This way, we address watch lovers, we address educated customers and what I'm enjoying these days is that I can spend the time with the end customers and people who are looking to understand what the brand is. It&rsquo;s the exact type of clientele we are looking for.
<ul>
 <li>Parmigiani is of course well-known for very practical complications like the minute rattrapante. On a personal level, what will you use the function on this watch for?</li>
</ul>
When I travel, it's for sure a beautiful watch to have because it's fun, it's immediate, it's very very easy to use and the simplicity of the usage is part of the concept but what I like most is that when you're at home the GMT can choose not to be a GMT; it's just becomes a two-hander. This philosophy is what moves this creativity and it's a sort of simplification of the complication that we look. It's perfectly in line with the brand. It&rsquo;s the same thing for the minute rattrapante because on a different note it's used for a different thing &ndash; for the mastering of time. You can have it time our interview, it can be used to be on time to leave the gate and catch a plane. At a glance you see how much time you have left. These are features didn't exist before and we are very happy to dive into this world of simplifying the complication.
<ul>
 <li>We think the brand is enjoying great success at the moment but yet there are still many watcher enthusiasts who wish to know more about your brand. Do you have any words for them?</li>
</ul>
If there are people who are into personal choices and they are not ostentatious, because I truly believe that true luxury is private, and if they are willing to understand the philosophy that is behind the brand, which is the purity in the design with deep watch-making knowledge and the superior refinement coupled with an understated, then for sure they can please themselves with us. We are a brand that&rsquo;s not going to be pulled by the jacket to be serving those&nbsp;who have other tastes.

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