Parmigiani Fleurier are maintaining their killer momentum in style
Fergus NashIt’s easy to read about a watch brand having an incredible turnaround and soar in popularity, and you may even notice the rise in social media posts or news articles written about a new phenomenon. But, if you really want to capture the excitement behind something amazing, then you need to be able to see it in the faces of other humans. Attending watch fairs in person is definitely a lofty privilege, and soaking up the energy in a convention centre just isn’t possible for everyone. The next best thing is watching through YouTube, and that’s exactly what Andrew and Kristian Haagen have supplied for us. When it comes to rising excitement in the past year, few brands can claim such a rocketing success as Parmigiani Fleurier.
Guido Terreni, who was one of the people responsible for the ultimate success of Bulgari’s Octo Finissimo, took the reins of Parmigiani Fleurier in early 2021. He immediately scrapped their future plans and rebuilt the identity of the brand from the ground up, appreciating the historical side of the company along with traditional techniques and a deep understanding of contemporary watch collectors. It was just a matter of weeks before the Tonda PF collection was an established direction, with a single unifying style that even removed the previous logo. It was an instant transformation, injecting the previously stagnant brand with a life that was elegant and minimal.
The new Parmigiani Fleurier Tonda PF range with its wide-open dials and sophisticated, fluted bezels allowed for the identity to move into the ‘stealth-wealth’ category, using materials like platinum and complications that hid themselves to show their opulence only on demand. It’s that somewhat humble approach which makes for an exciting combination alongside heritage and novelty. Be sure to watch Andrew and Kristian Haagen take a tour of the latest Parmigiani Fleurier releases and stories at Watches & Wonders 2023.