PREVIOUSLY HEAD OF WATCHES at Bvlgari, Guido Terreni is largely recognised as the man who presided over the brand’s golden age of watchmaking. Barely two years into the role, Terreni has already introduced a new collection, the Tonda PF, with a horological world premiere: the GMT Rattrapante. It’s quite obvious what the Sandoz Family Foundation, generous patrons of legendary watch restorer and founder Michel Parmigiani, hopes that Terreni will accomplish with the House. What Augustman is curious about, is how exactly Terreni will do it.
You were at Bvlgari for two decades and you presided over the launch of the Octo. What would you say was the biggest challenge at the time compared to what you face at Parmigiani? The market said we had a problem because the brand was understood as a jewellery brand and so the work that was done in 20 years at Bulgari was a repositioning and the will to acquire watchmaking legitimacy. This is a monumental journey. It takes decades so when I took over the division in 2009, I really had the mandate from the family to make the best of what was possible. So we acquired Gérald Genta and Daniel Roth and so it took a lot of time and investment; it’s very difficult to build prestige, provenance and the watchmaking environment because watchmaking is about specialists. It’s about competence. It’s about craft as well. Perception and image is difficult to shift. The work in Parmigiani is completely different, because the prestige is already up there. When the brand was first launched, it was able to grasp the interest of the highest collectors of who placed the brand at the top of the Olympus of watchmakers.
This story is from the Issue 180 edition of August Man SG.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Issue 180 edition of August Man SG.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Just Because A Thing Sounds Good In Theory Doesn't Mean That It's Necessary
Sometimes, it’s only right that the why’ trumps the what’.
Like A Slow Boat To China
Belmond Senior Vice President Brand and Marketing Arnaud Champenois tells Augustman that quiet luxury’ is yesterday’s trend. A focus on experiences and stories to tell is heralding a new trend slow luxury.
Rings To Rings Is Beyond Three Generations
This Year, Cartier Celebrates 100 Years Of Trinity With A Party Held Across The Three Monumental Cities For The Maison.
A Man Of Interest
Singaporean Actor Ayden Sng Is A Pond With Undiscovered Depth.
Remember Me For Centuries
Loro Piana celebrates a hundred years of legacy and heritage, built upon the foundation of artisanal expertise.
How Real Are We Going To Get?
In space, everyone can hear you scream about representation.
The Art Of Connecting People With Mandala Club's Ben Jones
For the past few years, Mandala Club has been the site of some of the greatest parties and social events. We look at what makes the social club so brilliantly... social.
ART ON WHEELS
RECENTLY SOLD to a mysterious Singaporean buyer, Rolls-Royce presented the stunning coachbuilt Rolls-Royce Arcadia Droptail.
THE SANCTUARY OF THE HEART
Tucked away in the quiet of Magelang, facing the majestic Candi Borobudur and the ring of volcanic mountains, lies the tranquil resort of Amanjiwo, a home for the wandering soul.
Wander
Set your mind, body and soul at ease while satisfying your wanderlust..