What are the biggest changes since you joined the brand?

Since I took the helm, I felt the need to clarify the values that identify Parmigiani Fleurier, which are a deep cultural knowledge of watchmaking due to [the brand’s history in] restoration, and an understated style; and the customer we want to address, who is a refined, non-ostentatious purist. Consequently, we proceeded to reshape the collection and our products. This was a priority since the products are at the heart of a watch brand. This introspective exercise helped the teams to work quickly and with a clear direction, and we unveiled the Tonda PF [after] only seven months in September 2021.

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The response of press, trade and customers has been extremely positive, showing we are on the right track. The next steps? To keep building in that direction, bringing fundamental innovation with an understated and discrete approach.

Female buyers became a strong trend in horology in recent years – how is the segment for Parmigiani?

What are the advantages and challenges of helming a relatively new brand compared to some of the most historic watchmakers?

Young brands can be more creative and innovative versus a more established maison with icons that have existed for decades and decades. I feel we are at the verge of a very creative moment in the industry, at the level probably of the 1970s. Watchmaking is becoming bigger and bigger, and consequently more mainstream. This is giving birth to a counter trend of educated watch lovers that are looking for more personal ways of enjoying a timepiece. And young independent brands are pushing the innovation of the industry.

Driving change with Amanda Mille, daughter of Richard Mille

Could you share some of your upcoming plans and strategies for Asia?

The desire for the brand is extremely high in mainland China and Hong Kong. We have concentrated our investments in presenting the Tonda PF in China since last November and the acceleration is impressive. There are opportunities to fine-tune our presence and we will go for quality over quantity, as our exclusivity requires. Japan also is experiencing a huge increase in demand. We are back in Singapore and Malaysia, after a couple of years of absence, capitalising on a new partnership with Cortina and Sincere that has started off beyond our expectations. So I’m very optimistic about the future for Parmigiani.

China has emerged as a big market for luxury, how is the region performing for Parmigiani?

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As a veteran of the watch industry, what is your philosophy of time?

We have one life to live and we must make the best of the time given to us. Time should be lived to the fullest, with respect. Timekeeping accompanies us in this extraordinary experience and the watches we chose are about much more than measuring time – they are an intimate expression of who we are.