Interview: Sergio Momo, Founder and CEO of Xerjoff

At TFWA Cannes 2025, where numbers, margins, and visibility often dominate the conversation, speaking with Sergio Momo felt like stepping into a different tempo. One where fragrance is not introduced, but constructed - slowly, deliberately, and with a long view in mind.

From the very beginning, it was clear that Xerjoff was never conceived as a commercial shortcut. As Sergio Momo explained, the brand was born from a cultural intention: to bring depth, identity, and meaning back into the market. Not through a single signature, but through a carefully built universe of collections—each with its own language, references, and reason to exist.

As he spoke about Casamorati, dedicated boutiques, and the evolution of Xerjoff’s portfolio, the emphasis remained consistent: structure matters. A fragrance does not stand alone. It belongs to a wider narrative, one that unfolds over time and invites continuity rather than immediacy.

What emerged most strongly was the idea of expansion without dilution. Collaborations - whether with champagne maisons or through the ATP partnership - were not described as marketing extensions, but as cultural bridges. Natural progressions of a brand that understands luxury as a way of life, not a category.

There was also something deeply personal beneath the architecture. When Sergio Momo spoke about scent, memory, and family, perfume ceased to be abstract. It returned to something instinctive, almost inherited—a sensibility shaped long before Xerjoff had a name.

This interview does not attempt to summarize Xerjoff, nor does it frame its success as a formula. Instead, it reveals a philosophy rooted in time, coherence, and respect for creation. A reminder that true luxury is rarely loud—and never rushed.

Sometimes, building slowly is the boldest decision of all.