Guido Terreni, Chief Executive Officer of Parmigiani Fleurier. He has spent more than two decades in the luxury industry, including a transformative period at Bulgari where he helped steer the Octo Finissimo into a modern icon. Terreni is now widely recognised as one of the strongest voices on design purity, proportion, and the philosophy of quiet refinement.
Since taking the helm at Parmigiani Fleurier in 2021, he has guided the Maison into a new era centred on discretion and sophistication. Under his leadership, the Tonda PF has become a benchmark for modern elegance, and the revival of the Toric has reaffirmed the brand’s commitment to timeless, cultured watchmaking. Terreni’s approach is rooted in values he champions consistently: authenticity, restraint, and beauty that whispers rather than shouts.
We sat down with Guido to explore his views on private luxury, the evolution of Parmigiani’s design language, and the growing appeal of understatement in today’s collecting world.
TC: How did you first get into watches, and what drew you to this industry?
GT: I’ve always been fascinated by objects that blend art, mechanics, and emotion. When I joined Bulgari, and later Parmigiani Fleurier, I discovered that watchmaking is one of the rare industries where craftsmanship and culture truly meet.
"It is about creating something timeless that speaks to people on an emotional level, not just something that tells the time."
TC: The phrase “quiet luxury” is everywhere. What does it mean to you in the context of watchmaking?
GT: I actually prefer the term private luxury. Quiet luxury can feel like a trend, but private luxury is about discretion, refinement, and self-confidence. It is not created to impress others. It is created for you.
TC: Why do you think collectors are increasingly drawn to understatement?
GT: Because true connoisseurs mature beyond logos and noise. They begin looking for authenticity, culture, and meaning in what they wear. Understatement reflects confidence. You don’t need to shout when you know what you have.
TC: How do you balance discretion with making a strong design statement?
GT: Through proportion, detail, and purity. The strength of a design lies in perfect curvature, precise texture, and balanced architecture. A Parmigiani does not need to raise its voice to be recognised. It whispers with authority.
Tonda PF GMT Rattrapante and Toric Petite Seconde
TC: The Tonda PF has become a modern icon in a short time. Why does it resonate so strongly?
GT: Because it reflects today’s mindset: elegant, minimal, and deeply refined. Its design has integrity. It is thin, pure, and beautifully finished. It appeals to people who value culture and taste over visibility.
TC: How do you see the Tonda PF evolving without losing its purity?
GT: By evolving from within, not by adding noise. Every change must respect the DNA, the proportions, the architecture, and the calm beauty. Innovation should be technical, not visual clutter.
The brand's siganture Côtes de Fleurier decoration shines on the PF780 calibre, executed in rose gold.
TC: How does Michel Parmigiani’s restoration background influence the brand?
GT: It is the soul of the Maison. Michel’s work restoring historical masterpieces taught us the value of heritage, proportion, and harmony. That is why every Parmigiani creation feels balanced. It carries centuries of watchmaking wisdom.
TC: What are the pros and cons of vertical integration vs. outsourcing?
GT: Vertical integration gives independence and full control over quality. But collaboration with the right specialists can bring unique savoir-faire. The key is balance.
"We keep in-house what defines our identity and partner externally where it adds real value."
TC: What is the most challenging part of steering an independent Maison today?
GT: Visibility. Competing with large groups that dominate media and distribution is not easy. But independence gives us the freedom to stay true, selective, and human. That is priceless.
TC: What is the relationship between the Tonda PF and the Toric?
GT: They are two chapters of the same story. The Tonda PF expresses modern casual elegance, while the new Toric represents timeless formal refinement. Together, they define the full universe of Parmigiani.
TC: “True luxury is discernment and restraint. Addition is easier than reduction.” Do you agree?
GT: Absolutely. Reduction is the highest form of sophistication. It takes courage to stop at the right moment. At Parmigiani, we design by removing until only beauty remains.
TC: What do you do for fun, and what inspires you?
GT: Architecture, travel, and discovering beautiful panoramas on a motorcycle. I love the sense of freedom, the change in perspective, and the silence that follows the road. Inspiration often comes from balance that is intelligently resolved. That is the kind of “inner time” we try to capture.
TC: Any advice for young watch enthusiasts and collectors?
"Buy with your heart, not for hype. Learn, take your time, and trust your taste. The most meaningful collection is the one that tells your story, not someone else’s."
Speaking with Guido Terreni reminds us that true luxury has little to do with volume or visibility. His vision for Parmigiani Fleurier is shaped by restraint, intelligence, and a deep respect for watchmaking culture. In a world that grows louder by the year, he champions the quiet power of proportion, sincerity, and craft. The Tonda PF and the reborn Toric are not simply watches. They are reflections of a mindset that values substance over spectacle. For collectors who appreciate refinement in its purest form, Guido’s message is clear: beauty endures when it is guided by intention.
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