The Entrepreneurs Who is the new luxury consumer? Richard Mille’s Peter Harrison on adaptability and knowing your customer
Feb 11, 2026
Emilia Stordalen, co-owner at Strawberry Group shaping future travel and multi-brand hospitality. Peter Harrison, CEO of Richard Mille EMEA, leading product-driven luxury watch retail. They discuss wearable, product-first watch design and why direct retail builds deep client relationships. They explore Gen Z values, loyalty ecosystems, shaping travel demand and plans for new stores and sustainable growth.
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Product-First Design Wins Trust
- Richard Mille built watches to be worn daily, not hidden away as heirlooms or museum pieces.
- That product-first, R&D-heavy approach keeps price as a result, not a starting constraint.
From Long Friendship To Joint Venture
- Peter Harrison described becoming partners with Richard Mille after years of friendship and separate careers.
- They formalised a joint venture to create the company and build its distinct direction.
Owning Retail Changes The Game
- Moving to exclusively own retail transformed customer experience and showcased full collections.
- Direct stores solved retailer curation limits and unlocked growth in underrepresented lines, like women's watches.