History is unforgiving: only the winners are remembered. But at the GPHG, the path to victory begins with nomination. In this crucial stage, the 90 pre-selected pieces run the gauntlet of the almost 700 GPHG Academy members*, who whittle the numbers down before passing them onto the 30 jury members. Ultimately, just one winner is crowned in each of the 15 categories. It’s a numbers game with high stakes.
Friendly rivalry
This year, two brands have achieved a record six watches in the initial selection: independent watchmakers Parmigiani Fleurier and Chopard. Their rivalry is more apparent than real, however, as they are going head-to-head in only two categories (Ladies’ Watch and Time Only). Their other entries are spread across different classes, making them close but indirect competitors.
Two pivotal years
Parmigiani Fleurier’s strong showing is becoming something of a trend. The brand had six watches pre-selected in both 2023 and 2022, up from four in 2020 and 2021. These latter two years marked a turning point for both the GPHG and Parmigiani Fleurier.
2020 saw the creation of the GPHG Academy, a committee of experts representing a cross-section of industry opinion and sales trends. The high number of members is a guarantee of impartiality, while their validation lends credibility and reflects market sentiment.
In 2021, Guido Terreni took the helm of Parmigiani Fleurier and dialed in the brand’s focus, design and technical approach. This new direction perfectly aligned with the Academy’s vision, leading to Parmigiani’s dazzling resurgence in the watchmaking world. The watchmaker repositioned itself, and the GPHG approved. The result: 18 pre-selected watches over three consecutive GHPG editions from 2022 to 2024.
Toric and Tonda, a dynamic duo
This year’s selection is further confirmation that Guido Terreni’s strategy is judicious and coherent. Parmigiani Fleurier’s approach is both diverse and focused. Diverse because it covers categories from Men’s and Women’s Watches to Calendars, Chronographs, Sports and Time Only (two- or three-handers) pieces. And focused, because this broad spectrum corresponds to just two model lines: the Tonda and the Toric.
With this powerful pair, Parmigiani Fleurier expertly spans the market while maintaining a tight, coherent range. The brand demonstrates internal cohesion and a unity of spirit and style, but without overextending itself. It’s a masterclass in using two pawns to dominate the entire chessboard.
*The author of this article is a member of the GPHG Academy.
