The People Behind LIGURE Watches: Pieter van Geet
- Carola de Witt
- Mar 16
- 4 min read
Episode Three
At LIGURE Watches, every timepiece begins with a point of view. Not about trends or status, but about how people choose to live, move, and relate to time. In The People Behind LIGURE Watches, we explore the individuals whose perspectives shape the brand. In Episode Three, we turn to Pieter van Geet, co-founder and the voice behind LIGURE’s Strategic Vision.
The Architecture of the Brand
Pieter van Geet and the Strategic Vision of LIGURE Watches
Pieter van Geet’s strategic perspective has been shaped not only by professional experience, but by a life lived with intention. Having spent more than fifteen years in Italy, he has absorbed a culture where time, quality, and personal presence are valued differently more patiently, more consciously. Living and working in this environment reinforced his belief that good things are built slowly, and that identity is something you protect rather than accelerate.
These experiences inform every strategic decision at LIGURE. Not from a commercial or technical standpoint, but from a human one: how a brand behaves, how it aligns with people’s lives, and how it earns trust over time. It is this grounded perspective shaped by culture, experience, and personal responsibility that allows LIGURE to navigate a crowded landscape with calm confidence, remaining recognisable without needing to raise its voice.
“If time and space are relative, why do you need a watch?”
It’s a philosophical question, but an intentional one. It reframes the timepiece not as a necessity, but as a conscious choice, one that reflects awareness, values, and personal style.
Strategic Vision with Restraint
Strategy Defined by Individual Choice
Strategy, in Pieter’s view, is defined as much by what a brand chooses not to do as by what it does. In a world where brands can expand too quickly or speak too loudly, his approach stays focused doing fewer things, better.
It is also a response to the times we live in: an era where shareholder value, cost savings, and spreadsheets can easily outweigh respect for the people who actually wear and live with a product. For Pieter, that is where brands risk losing their character.
LIGURE takes a different path. The brand is made for people with their own sense of style those who don’t follow others, but decide for themselves. People who value substance over noise, and character over imitation.
Italian Style as a Way of Life
Beyond Fashion, Toward Attitude
This philosophy aligns with how Italian style has been described for generations. As Diego Della Valle once expressed, Italian style is a natural attitude an innate sense of good taste and effortless elegance that extends far beyond fashion. It is a way of living that values balance over excess, quality over quantity, and confidence without display. It reflects bella figura: the quiet art of presenting yourself well through mindful choices, behaviour, and respect for others. Dressing well becomes one expression of a broader appreciation for life’s finer details. For LIGURE, this is not a reference it is alignment.
A mindset shared with people who don’t chase trends, but live with intention.
Strategy at Retail in Changing Times
Making a Difference Where It Matters
Pieter’s strategic vision also shapes how LIGURE is brought into the world, both offline and online. Physical retail remains a key guiding factor, while digital channels play an increasingly important role in discovery and connection. In changing times, adaptability requires a more flexible way of working.
This leads to questions LIGURE regularly shares with its retail partners. Why try to sell the same brands, in the same way, as everyone else? Why not invest more attention into each brand instead? And if customers encounter the same selection everywhere, what truly becomes your distinguishing feature? Where do you make a difference and how do you show it? These are strategic conversations LIGURE actively engages in with its dealers, offering support in clarity, storytelling, and positioning. Because if it were easy and simple, anyone could do it. Making a difference requires intention and sometimes the willingness to look in the mirror.
Awareness of Time
A Purpose That Guides Every Decision
At the heart of Pieter’s strategic thinking sits a clear purpose: to sell awareness of time, wrapped in a piece of Italian heritage. Not as a slogan, but as a filter. It guides how LIGURE designs, how it communicates, and what it chooses to leave out. A LIGURE timepiece is not meant to impress others; it is meant to feel right to the person wearing it. In Italy, there is a saying il tempo è galantuomo. Time is a gentleman: something to be respected, lived with, and approached with grace rather than urgency. It is this calm, considered understanding of time that LIGURE seeks to express.
A Shared Foundation
From Early Collaboration to Long-Term Vision
The foundations of LIGURE Watches were laid long before the brand itself existed. In 1990, Pieter, Loek and Jannieke first met while working at Ray-Ban, where shared values around quality, independence, and long-term thinking took shape. Those values later evolved into a luxury watch brand built on clarity rather than compromise.
Completing the Circle
With Creative Vision, Market Vision, and Strategic Vision aligned, LIGURE Watches is shaped by three distinct perspectives working in quiet harmony. Pieter’s role completes that circle ensuring that LIGURE remains a brand for people who choose consciously, live attentively, and carry their own sense of style.
The People Behind LIGURE Watches reflects a shared belief: that time, when approached with awareness, becomes something worth wearing.
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