Few brands display such energy produced by (almost) a single man. Hugo Lesizza presides over the destiny of Perrelet, accompanied by an ultra-small team within the Festina giant to which the maison belongs.
Barely back from Dubai, “an excellent fair with a very high-quality audience,” the focus is now on 2026. With one objective: diversification. Because for the moment, Perrelet means the turbine, and vice versa. A strong identity marker and almost unique on the market, with the only minor exception of the reversed rotor of Dior (artisanal pieces, ultra-limited series, exclusively feminine). But Perrelet does not intend to remain a “mono-product” maison.
The Week-End collection positions itself as the entry level, with three hands and a date. Thanks to the Soprod movements that power them and are manufactured in-house, the positioning is very accessible — below that of the equivalent “1975” range from Maurice Lacroix, for example. The two new feminine lines, Cléopâtre and Joséphine, offer a more jewellery-oriented interpretation of the Turbine, to take it out of its aeronautical look and feel. The recent partnership with Diaa Alama finally opens an artistic door which, again, broadens the brand’s horizon.
Measured steps
Nevertheless, Perrelet advances with measured and careful steps. The fact that the Soprod calibre catalogue is almost self-service does not mean that anything should be taken from it. “The turbine is not connected to the movement, so we can potentially add any complications we want, but it must remain coherent and readable,” stresses Hugo Lesizza.
It is still too early to reveal the 2026 development directions, but the CEO gives some clues, notably by referring to the brand’s past. One must not forget that the dominance of the Turbine is indeed unquestionable… but not that old: 2009. Before that, Perrelet stood out with its Moon phases, its retrograde regulators, its jumping hours, among others. Exactly like a certain… Maurice Lacroix, in fact. But Perrelet does not intend to massively reinvest in the field of complications, notably because the very principle of the turbine somewhat blurs the readability of the dial, which could not be cluttered with multiple windows, apertures and counters.
And tomorrow?
Where should we expect Perrelet in 2026? The brand opens a few paths. They are not yet talking about a watch tailor-made by AI, as at Swatch, but about an online configurator that would allow anyone to juggle with the different existing options of colour and strap to design their own Perrelet. Why not with personalised engraving?
The brand is also still without ambassadors. It is not a sponsor of any event either. Certainly, chef Philippe Etechbest wearing his Perrelet offered the maison a spotlight, but it was in no way a partnership, as the man — a collector and now a TAG Heuer ambassador — purchased his watch personally. “But we are regularly approached in the field of sports or indeed gastronomy,” confides Hugo Lesizza, who is not closing any doors. And since he has not obtained a pass to be introduced into Palexpo during Watches and Wonders, he will be present with a duplex suite at the Beau-Rivage, both for Perrelet and for Leroy.
