"Barcelona could be the next San Francisco, but more accessible and austere", by Diego Pájaro.
Diego Pájaro is an Argentinian financial advisor with 20 years of experience in international wealth management. His approach goes beyond technical aspects: he aims to offer his clients security, diversification, and peace of mind for the future. He has worked in major financial hubs such as the U.S., Luxembourg, Switzerland, England, and Latin America, which has given him a global and personalized perspective. He is currently living in Barcelona with his family and he's the director of W1M (a merger between London & Capital Europe and Waverton), a British firm managing over €20 billion. He believes that Spain, thanks to its quality of life and innovation, is an ideal hub for European finance.
Why did you choose Barcelona?
When the opportunity to open the first EU office of a British firm came, alongside one of the partners from London, it was great news to hear that Barcelona was being considered. While Madrid is often prioritized in the financial sector, choosing Barcelona turned out to be the perfect decision. The city offers a unique balance between Mediterranean lifestyle, opportunities, and international connectivity. Although I frequently travel to other European cities, what matters most is that our base is in Barcelona, and here is where it all began.
What are the city’s strengths?
Barcelona stands out for its exceptional quality of life and strategic location, offering privileged connections across Europe. Its proximity to both the mountains and the sea, along with a family-friendly lifestyle and unmatched climate, make it a truly unique city. In addition, it excels in innovation, technological and medical advancements, cultural richness, and world-class gastronomy, establishing itself as a place that truly has it all.
Which aspects of the city need to be improved? How?
Safety is a concerning topic, but I see it as a challenge that many cities in Europe are facing. As a father, you naturally seek a calm and secure environment for your loved ones. Strengthening this aspect would allow Barcelona to maintain its appeal as an ideal place to live and grow.
What do you expect from Barcelona in the coming years?
I hope that Barcelona not only continues to lead in innovation and sustainability, but also becomes a leading example worldwide, much like the spirit of San Francisco, but with a more accessible and modest approach. I dream of a city that inspires young talent to study and grow here, and that offers companies a dynamic, less bureaucratic environment in which to develop. I also hope Barcelona maintains its unique balance between modernity and quality of life, strengthening safety and fostering a harmonious environment for families. I’ve always been intrigued by the time of the '92 Olympics, which some of my Catalan friends describe as a moment of great splendor. It would be extraordinary for Barcelona to recover that magic and once again become a city that inspires the world.
Which city do you consider to be your home city? What do you miss most?
Buenos Aires will always be part of who I am, but the world has changed and become more global, and over time I’ve become a citizen of the world. Today, I feel that home is wherever my family is, and for that reason, Barcelona is also my city. It’s here that we’re building new stories and memories together. Of course, I miss certain flavors, hugs, and moments that only Buenos Aires can offer, but in the end, home is where the heart is.
