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Swiss Watch CEO Triples Sales With Focus on One Red Hot Timepiece

  • Guido Terreni has revived Swiss brand Parmigiani Fleurier
  • Tonda PF line watches now account for 98% of brand’s sales
Detail of a Tonda PF Minute Rattrapante
Detail of a Tonda PF Minute RattrapanteSource: Parmigiani Fleurier

When Guido Terreni took over as chief executive officer of Parmigiani Fleurier in early 2021, the Swiss watch brand was a well respected if somewhat obscure maker of high horology, complicated timepieces coveted by a small group of collectors and enthusiasts.

Not anymore.