Watchmaking and the pandemic: #Resilience

“We’re facing the deepest crisis of our generation”


August 2020

“We're facing the deepest crisis of our generation”

Launched in 1996, Parmigiani Fleurier is one of those “millennial” brands whose resilience is currently being tested. Its CEO, Davide Traxler, is lucid about the colossal impact of the pandemic on the watchmaking business. He intends to adapt and extend his three-year plan, initially aimed at getting the brand owned by the Sandoz Family Foundation back on track. The project is now taking a new turn.


he crisis is hitting the entire watchmaking sector hard. But the impact is perhaps even harder on those brands that, even before the pandemic, were undergoing what the politically correct might call a “transition” – and what others might categorise as an ongoing effort to establish themselves as major players in a global digital economy. Achieving that aim requires a certain degree of decision-making autonomy, and a well-thought-out long-term strategy. Brands forced to survive from quarter to quarter, under pressure from shareholders, have little chance of succeeding.

This article is reserved for Europa Star subscribers.

For any questions please contact us at [email protected].