Erik joined J Farren-Price in June 2013 as a Senior Sales Executive, shortly after relocating to Australia from Sweden. It was his first role in the country and the beginning of a long-standing career with the business. Over time, he progressed to Brand Coordinator across a number of key watch partners, before being appointed General Manager in 2021.
During his early years with the company, Erik had the privilege of working closely with Mrs Farren-Price, whose style and elegance left a lasting impression. He admired her ability to make every client feel genuinely welcomed, as if they were guests in her own home, and he is still guided by this approach today. Erik continues to honour her legacy with his unwavering dedication to excellence and care for all J Farren-Price customers. As General Manager, Erik leads with a focus on empowering his team. He ensures they are equipped with the knowledge and tools to deliver an exceptional level of service. Above all, he places strong importance on recognising the individual strengths of each team member and fostering an environment where people can grow to the best version of their professional self.
Erik’s passion for horology and craftsmanship began in Sweden, where his grandmother managed a watch boutique. Visiting her workshop during his childhood was always an exciting experience, and Erik found himself captivated by the watchmakers’ skill and the intricate detail of their craft. This early fascination naturally led him to begin his own career in the industry in 2007. Since then, Erik has completed formal training at Berghs School of Communications in Stockholm, alongside advanced industry education with leading Swiss watchmakers. Today, he holds a deep appreciation for both watchmaking and fine jewellery, viewing each as an art form shaped by generations of knowledge passed from master to apprentice. In a world where so much is disposable, he values the exceptional pieces of craftsmanship that are made to endure for decades to come.
What Erik values most about his role is the lasting relationships formed with clients over time. Many who first visited him more than a decade ago have since become passionate collectors, often introducing family members who in turn become part of the J Farren-Price community. For Erik, these relationships define the true essence of the business, where clients are welcomed not only as customers but as part of the family.
Qualifications & Training
- Berghs School of Communications, Stockholm — 2011
- London School of Etiquette, Distance/Online — 2021
- Patek Philippe Training Programme (Advanced Levels)
- Rolex Advanced Training
- Vacheron Constantin Specialist Retail Training