"We are ready to turn the page" and establish a "new relationship between our countries", Rouhani said at a meeting organised by the Medef employers' association.
"Let us forget the resentment," he said, calling for all sides to take advantage of the "positive atmosphere" after the removal of the sanctions.
A raft of commercial deals are expected to be signed during Rouhani's visit.
French carmaker Peugeot announced its official return to Iran with a deal to produce 200,000 cars a year, and Rouhani is expected to announce Tehran's intention to buy more than 100 passenger planes from European aircraft maker Airbus.
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