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Guido Terreni

Guido Terreni


Guido Terreni is a prominent figure in the luxury watch industry. He has been leading the Parmigiani Fleurier Maison as CEO since January 2021.

Born in Milan, Italy, Terreni holds dual Italian-Swiss citizenship and earned a degree in Economics from Luigi Bocconi University in Milan.

With over 25 years of professional experience under his belt, Terreni has made a name for himself in the field, working for both international companies under family management and major international groups.

Guido Terreni‘s career began in 1995 at the Danone Group, where he gained valuable experience before moving to Switzerland in 2000 to join the Watchmaking Division at Bulgari. In 2009, he was appointed President of Bulgari Horlogerie, a position he held for eleven years, in which he strategically transformed the second business of the brand. He is recognized for his innovative vision, sense of aesthetics, and commitment to preserving the integrity of traditional Swiss mechanical watchmaking. He orchestrated teams that turned Bulgari into a premium watch brand and fully integrated manufacturer, creating its iconic signs Serpenti and Octo, resulting in 57 international watchmaking prizes and 7 world records in ultra-thin movements, including the prestigious Aiguille d’Or award at the GPHG.

Since taking the helm at Parmigiani Fleurier, Guido Terreni‘s top priorities have been to redefine the Maison’s identity through a consistent brand and product repositioning, appealing to a younger generation of clients who are the purists of tomorrow and are seeking new points of reference in luxury. A savvy cultural elite in the world of watchmaking who appreciate heritage, superior craftsmanship, and possess a strong sense of style and refinement.

Under Guido Terreni‘s leadership, Parmigiani Fleurier has placed a strong emphasis on innovation, research, and development. He relaunched the new Tonda PF collection in September 2021, which earned the brand high rankings since then, paving the way for two Tonda PF World Premieres, an award at the GPHG 2022, and exponential growth in the Brand’s revenue.

Guido Terreni has a deep connection to his Italian heritage and uses his experience in Anglo-Saxon and Swiss influences to drive his strategy. He puts the interests of the brand first and focuses on nurturing creativity, respect, and consistency.