Tony Parise
| Tony Parise | |
|---|---|
 Tony Parise 2025 Entrepreneur.jpeg Tony Parise | |
| Born | Antonino Parise December 3, 1982 Milan, Italy |
| 🏳️ Nationality | Italian |
| 💼 Occupation | Entrepreneur |
| 📆 Years active | 2000s–present |
| Known for | Founder & CEO of Elysium Luxury |
Tony Parise (born 3 December 1982 in Milan) is an Italian entrepreneur and the founder and CEO of Elysium Luxury, a company specializing in the sale and purchase of high-end watches and jewelry. Known for his innovative approach to the luxury market, Parise is recognized for blending exclusivity with accessible and inclusive communication strategies.
Early life and career
Tony Parise was born as Antonino Parise on 3 December 1982 in Milan, Italy. In the early 2000s, he began his career as a rescuer, inspired by a personal experience involving a relative who fell seriously ill. Passionate about helping others, Parise worked as a professional rescuer for approximately eight years.[1]
Following his years in rescue services, Parise pursued another interest—tattooing. He opened his first tattoo studio in Milan in 2009, marking the beginning of his entrepreneurial journey. He managed the studio until around 2018–2019. Throughout this period, Parise developed an interest in luxury watches, often wearing a Rolex and gradually beginning to trade watches among enthusiasts.
Elysium Luxury
Parise’s passion for horology led him to co-found Elysium Group Srl, operating under the brand name Elysium Luxury, with his nephew and business partner, Antonio. Initially launched as a small start-up with an annual turnover of €700,000, the company experienced rapid growth. In recent years, it reported €6 million in revenue, and by 2024, it had reached €11.9 million.[2]
The growing demand necessitated the establishment of a physical headquarters, now located on Via Pergolesi in Milan, where Elysium operates one of the city’s most prominent jewelry stores. The company also expanded internationally with a boutique in Ibiza, located at Carrer de Vicente Cuervo 11. Elysium Luxury offers curated selections from prestigious watchmakers such as Rolex, Patek Philippe, Audemars Piguet, and Richard Mille.[3]
In 2022, Parise fully exited the tattoo industry to focus exclusively on watchmaking. Under his leadership, the company continues on a strong upward trajectory in the luxury watch market.
Elysium Light
In 2024, Parise launched Elysium Light, a project aimed at making luxury watch collecting more accessible to younger audiences.[4] The initiative seeks to lower entry barriers in the high-end watch market, positioning timepieces not only as symbols of prestige but also as financial investments.
The first boutique for Elysium Light is scheduled to open in Parma by the end of 2025.[4]
Notable initiatives
In January 2025, Parise gained national attention for organizing a social media contest in which he awarded a Rolex to the mother of the first baby born in the province of Massa-Carrara in the new year. The prize was won by Claudia Terenzoni, who gave birth to her daughter Delia on January 1, 2025.[5][6]
Parise stated that the initiative was intended to merge emotion with luxury, emphasizing that each Rolex carries a story and that the brand experience should be associated with meaningful life events.[3]
In another viral episode, Parise made headlines by paying a €1,200 restaurant bill with a Rolex Oysterquartz watch worth €3,000. The gesture, which he shared on his social media, was part of a broader philosophy that luxury should recognize and reward value—even outside traditional commerce.[7]
Business philosophy
Parise promotes a philosophy of inclusivity and accessibility in the luxury sector, challenging the traditionally exclusive nature of the industry. He encourages direct communication with clients and actively involves young people in learning about horology, seeing luxury as an opportunity for personal and financial growth.[2]
He has also emphasized the power of social media in shaping modern luxury culture, believing that brands should form emotional connections and foster communities.[4]
References
- ↑ "Top 5: la classifica dei cinque che si sono distinti nel 2024 secondo Medium". Adnkronos (in italiano). Retrieved 6 April 2025.
- ↑ 2.0 2.1 "Tony Parise: fare impresa nell'orologeria di lusso". Millionaire (in italiano). Retrieved 6 April 2025.
- ↑ 3.0 3.1 "Massa Carrara, Tony Parise fa brillare il 2025: un Rolex per la mamma del primo nato dell'anno". Notizie Geopolitiche (in italiano). Retrieved 6 April 2025.
- ↑ 4.0 4.1 4.2 "Tony Parise, una nuova prospettiva sull'orologeria con Elysium Light". Corriere della Sera (in italiano). Retrieved 6 April 2025.
- ↑ "Tony Parise premia la mamma del primo nato del 2025 con un Rolex". Libero Quotidiano (in italiano). Retrieved 6 April 2025.
- ↑ "Tony Parise premia la mamma del primo nato del 2025 con un Rolex". Brescia Oggi (in italiano). Retrieved 6 April 2025.
- ↑ "Tony Parise paga la cena con un Rolex: "1200€ di conto, gliene ho lasciati quasi 3000€"". Foggia Reporter (in italiano). Retrieved 6 April 2025.
