Cover Guido Terreni, CEO of Parmigiani Fleurier
Guido Terreni, CEO of Parmigiani Fleurier
1 / 1
Guido Terreni also explains why the brand perfectly aligns with contemporary men's sartorial elegance
Since coming on board as CEO of Parmigiani Fleurier in 2021, Guido Terreni has steadily steered the watchmaking maison to greater heights, achieving record-breaking sales last year on the strength of its Tonda PF collection, which incidentally was Terreni’s brainchild.
While Terreni couldn’t have been happier about Tonda PF’s resounding success, he felt that it was time for another model to have its day in the limelight. Hence, the return of the Toric, which was the watch that launched Parmigiani Fleurier as a brand in 1996.
“Our customers have been asking us to do the same exercise with the Toric, the collection we were born with,” says Terreni, formerly head of Bvlgari’s watchmaking division.
Read more: The best dune dial watches of 2024
Above Parmigiani Fleurier Toric Petite Seconde with sandy gold dial
Parmigiani Fleurier Toric Petite Seconde with sandy gold dial
1 / 1
In contrast to the sporty chic Tonda PF, the Toric is Parmigiani Fleurier’s answer to that special timepiece for more formal occasions. “The Tonda PF is a versatile watch for daily wear, which accounts for its popularity. The second big emotion you want on the wrist is the dress watch,” he says.
This is where the Toric comes in. The dress codes for men have changed over the years, especially with formalwear, which no longer subscribes to strict rules. Terreni feels it needs to be the same for the dress watch. The challenge then was interpreting it for the new generation who understands how to dress well but would not think twice about matching a tuxedo with Nike sneakers or a tailored double-breasted suit with a Uniqlo T-shirt.
“For these gentlemen, we wondered what watch they would wear. It has to evolve to the standards of masculine elegance today. The answer was the Toric,” Terreni explains.
See also: H. Moser & Cie. celebrates Sincere Fine Watches' 70th anniversary
Above Parmigiani Fleurier Petite Seconde with almond green dial
Parmigiani Fleurier Petite Seconde with almond green dial
1 / 1
Two options herald the long-awaited return of the Toric: a Petite Seconde time-only model and a split-seconds chronograph. Aesthetically, the watchmaker has set specific codes for the revamp, namely a manual-winding movement; gold for the movement, dial, hands and indexes; and gold or platinum for the case. As Parmigiani takes great pride in its movements in all their exquisite finishings, only a pin buckle will allow optimum appreciation of the movement’s beauty.
This methodical approach is not surprising considering Parmigiani Fleurier occupies a niche space within haute horlogerie. Terreni elaborates: “Only manual-winding because that’s the most beautiful way to admire a mechanical watch. Only gold movement because it is rare, and the material reflects light in a way that makes it even more beautiful.”
The graining of the dial is a traditional finishing rediscovered by founder Michel Parmigiani that involves applying a paste of cream of tartar, crushed sea salt, silver and demineralised water followed by polishing with a special brush, rendering each dial unique. It is also bevelled, dropping slightly against the inner case for a vintage look. “It’s old-fashioned elegance,” quips Terreni, who is especially fond of the aesthetic.
Above Parmigiani Fleurier Toric Chronographe Rattrapante
Parmigiani Fleurier Toric Chronographe Rattrapante
1 / 1
Terreni doesn’t miss a single detail, not even the pastel alligator strap in a Nubuck finish and held together by a double-point stitch, a traditional Neapolitan technique. “It’s alligator but not a shiny alligator. The Nubuck finish makes it soft to the touch. These details give it an extra touch of sophistication.”
Measuring 40.6mm in diameter, the rose gold Petite Seconde comes with a sandy gold or almond green dial and is powered by the PF780 movement. The Chronographe Rattrapante is available in a 42.5mm rose gold case with a coffee dial and powered by the PF361 movement.
The always sharply dressed CEO loves the Toric’s subtle details. “It expresses traditional watchmaking and traditional crafts in a fresher image. I like how it can potentially engage not just a high-end customer, but also a discerning one, which is very difficult to achieve today,” says Terreni.
NOW READ
Richard Mille crafts the ultimate lightweight tourbillon watch for Rafael Nadal
Outgoing CEO Catherine Rénier on heritage, innovation, and client experience
Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
