Modern Brilliance: Giorgio Piccolo, the jeweler and watch seller who shines by shattering the codes
Portrait of Giorgio Piccolo
A new star is shining brightly in the luxury Swiss jewelry and watch scene. A jeweler and watch seller is setting himself apart by adopting a bold, modern approach to appeal to a younger, more dynamic clientele. From rap celebrities to international footballers, Giorgio Piccolo is making a name for itself beyond Switzerland's borders
Giorgio Piccolo and musical sensation Ninho
Daniel De Guy, the family business
Daniel de Guy was founded in 1989 in Saint-Sulpice, Switzerland. With passion and skill, its craftsmen have built a reputation for quality creations. Jean-Luc Piccolo trained with Daniel de Guy in the 90s. He quickly took over the management of the company and integrated members of his family. Today, Giorgio Piccolo, embodies the next generation, shaping the future of luxury in Switzerland while respecting the heritage of the Maison Daniel de Guy.
With a strategy that combines traditional craftsmanship, an advanced digital strategy, and high-profile celebrity collaborations, Giorgio Piccolo seduces and creates luxury that resonates with the 21st century. Interview.
1. Swiss Luxury Magazine: Mr. Piccolo, what fascinates you about watchmaking, and when did you realize you wanted to make a career in this field?
Giorgio Piccolo: Initially, like all young people from working-class neighborhoods, I hoped to make a career in soccer, but fate decided otherwise. More seriously, this passion was passed on to me by my father who, following a career change, acquired a jewelry store in the center of Lausanne. As soon as I finished my compulsory schooling, it was natural for me to go into this field, and after training as a jewelry designer, I joined the family business, where I developed a passion for watchmaking!
2. Swiss Luxury Magazine: What do customers look for and expect most when choosing a luxury watch today?
Giorgio Piccolo: Today, there are two main types of customers: those who want to expand their personal collection or make an investment, and those who want to treat themselves, mark an event, or obtain the watch of their dreams. In both cases, they expect a guarantee of authenticity, top-quality service, and personalized advice tailored to their specific needs.
Rolex Daytona (ref 116508)
3. What are the essential elements to check when buying a pre-owned luxury watch, to ensure its authenticity?
Giorgio Piccolo: In view of the numerous scams and fake watches on sale on various online platforms, it is essential to contact a watchmaker who is able to open the watch and who knows the specifics of the model in question to be appraised. It is also possible to contact specialist sellers who have access to these professionals.
4. Swiss Luxury Magazine: What advice would you give to someone wanting to start their own watch collection?
Giorgio Piccolo: The most important thing is to follow your own desires and take a very broad view. My advice is to take the time to look at different brands, and not just focus on the most popular ones, because there are real gems hidden away!
The international football player Youcef Atal and Giorgio Piccolo
5. Swiss Luxury Magazine: You must have seen some extraordinary watches along the way. Can you share a story about the most remarkable or rarest piece that has ever been in your hands?
Giorgio Piccolo: I was lucky enough to have several exceptional models in my hands, but the piece that impressed me most was the Patek Philippe Skymoon Tourbillon because I was impressed by the quality of the work carried out by the craftsmen and watchmakers and the complexity of the movement.
6. Swiss Luxury Magazine: What is your relationship with young customers (Generation Z), and what is your approach to attracting them?
Giorgio Piccolo: I have a very good relationship with this generation Z, from which I'm not so far removed, which gives me a better understanding of their expectations and needs. What's more, I've been able to surround myself with people from this same generation with whom I collaborate to produce videos on social networks, notably TikTok, which they adore!
7. Swiss Luxury Magazine: What's your favorite watch and why?
Giorgio Piccolo: It's the iconic Audemars Piguet Royal Oak Jumbo 39mm, the watch I dreamed of when I was younger.
8. Swiss Luxury Magazine: How do you see the future of luxury watchmaking, and are there any innovations or emerging trends that you find particularly interesting?
Giorgio Piccolo: Luxury watchmaking is becoming increasingly accessible, attracting customers of all ages, not just the over-40s. There are also more and more collaborations being made, like Hublot and Nespresso or Audemars Piguet and Marvel, for example. In terms of innovation, I see more traceability, thanks in particular to blockchain technology, which will enable the manufacturer to provide tracking over the entire life of a watch, its manufacture, services, and any repairs.
9. Swiss Luxury Magazine: What does Swiss luxury mean to you?
Giorgio Piccolo: For me, Swiss luxury is synonymous with know-how, tradition, and the transmission of knowledge.
Useful Links
Giorgio Piccolo Official Website & Instagram
© Daniel De Guy
