02 December 2019
Carlo Giordanetti was born in Turin, grew up in Milan and is a citizen of the world, having lived and worked in Milan, Florence, New York, Paris, Hamburg, Zurich and Bern. From 1992 to 1995, he worked for Piaggio, where he introduced an innovative retail concept and directed the company’s first retail campaign, later serving as Creative Director of Montblanc from 2007 to 2012. He founded Brand DNA in 2000, an agency specialising in brand development and the repositioning of brands in the luxury products market. He has been Creative Director of Swatch Ltd. since 2012, having first joined the company in 1987, continuing as Artistic Director of the Swatch Lab in Milan in 1990, first alongside Matteo Thun and then Alessandro Mendini. He is now also CEO of the Swatch Art Peace Hotel in Shanghai, contributing to its development and running arts programmes; he also supervises projects linked to the world of art for Swatch. Dynamic, effervescent, ironic and tireless, he met us in one of the brand’s flagship stores in Milan.