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Alpina - Guido Benedini

Alpina Guido Benedini

Profile of Alpina’s CEO.

Guido Benedini was born in 1968, in Groningen, The Netherlands. At the age of 18, Guido enrolled in the University of Reading, UK, where he studied Business Economics before moving on to Italy, where he gained an MBA at the Scuola di Direzione Aziendale Bocconi, in Milano.

In 1993, he joined Swatch Group and worked as Blancpain Brand Manager for the Italian market. At that time, the luxury segment was starting to experience the growth to which watch aficianados have since become accustomed.  However, in order to acquire what he considered to be essential marketing and communications experience, and in spite of all the cautionary advice from Blancpain’s CEO not to “jump ship,” Guido moved to Biel, where in 1995, he was appointed International Communications Manager for Swatch.

In 1998, Guido went on to lead the marketing drive for Longines, for whom he launched the Dolce Vita concept and the subsequent “Elegance is an Attitude” campaign, featuring the legendary Audrey Hepburn. As well as being one of the driving forces behind Longines, he has also been marketing director of the Swatch, Tissot, Blancpain and Rado brands.

In 2008 Guido left the Swatch Group, and at least temporarily, the watch industry, and founded an ecommerce store selling licensed artworks. At the same time, he was also active as CEO of Classicdriver.com, a leading classic car online marketplace and magazine.

When Guido met Aletta and Peter Stas – at that time owners of Alpina – he was immediately seduced by the Alpina brand and its “Alpinist” principles, as well as by the brand’s legendary and vast historical significance in the Swiss watchmaking industry. Today, Guido is the Chief Executive Officer at Alpina, and he is responsible for all the company’s day-to-day operations.


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Established in 1883, Alpina is recongised as the inventor of the sports watch as we know it today, having presented its Alpina 4 model back in 1938.

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