The Gstaad Guy sits down with Giulio Bergamaschi, CEO of Acqua di Parma, to explore what it means to steward a brand defined by craftsmanship, heritage, and timeless elegance. With a career shaped by humility and discernment, Giulio brings the perspective of a connoisseur, balancing modern relevance with the responsibility of carrying forward one of Italy’s most iconic maisons.

The conversation delves into the influence of family values on leadership, the art of cultivating connoisseurship in a world of speed, and how true timelessness is created through care, detail, and respect for tradition. Giulio reflects on elegance not as a surface quality but as a philosophy of life, and shares how heritage can remain alive and relevant while shaping the future of luxury.

Filmed at Casa Cipriani Milano.

Chapters:

(00:00) Intro ✨

(01:42) Life and parenthood 🌱👨‍👩‍👧

(05:39) Savoir vivre 🥂💎

(06:06) Family and humility 👪 🙏🏼

(08:45) Dressing in navy blue 👔 🔵

(09:23) Dressing in a timeless fashion ⌛👕

(12:01)  Luxury in France vs luxury in Italy 🇫🇷💎🇮🇹

(16:27) Acqua di Parma 💛🕯️

(21:26) Inception of Acqua di Parma 🌟🇮🇹

(23:24) The founding myth of Acqua di Parma 📜✨

(25:18) The signature yellow 💛🎨

(27:30) Smell good not strong 🌸🌿

(29:34) Your silhouette 🧍‍♂️✨

(31:30) La Sprezzatura 😎🕴️

(33:25) Categories in fragrance 🌺🌲

(36:36) Choosing your cologne 🧴👃

(41:34) Art of living 🏛️🌿

(47:07) Intrapreneurship 💡🏢

(49:32) Scarcity, abundance, novelty & heritage ⚖️💎

(56:05) Values within the brand 🧭🤝🏻

(59:17) À La Poubelle vs. Fantastique 🗑️✨

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