Big-name fashion houses making their foray into watchmaking is nothing new.
Countless brands have done it. Many merely create affordable fashion watches with third-party run-of-the-mill parts and designs. Others, keen on building their own legacy in design and complications, will go the extra mile and acquire their own facilities and manufactures. There’s a third way in which fashion brands can still remain authentic and that is through finding the right watchmaker to partner with.
That’s the route Armani Group is taking today as it announced its latest collaboration with Parmigiani Fleurier for the creation of the Giorgio Armani Fine Watches collection. This marks the first collaboration between Giorgio Armani and Parmigiani Fleurier, who are both masters in their own crafts. The collection will be on sale from November 2021 and promises to be sophisticated timepieces, crafted entirely by hand as per Parmigiani Fleurier’s exacting standards, and offered in numbered editions.
Parmigiani Fleurier was founded in 1996 by Michel Parmigiani, who is a master watchmaker and restorer and well-respected in the industry. His watches are of the utmost quality; the movements are all crafted in-house, and the watches finished to the highest standards.
“The collaboration with Parmigiani Fleurier happened naturally. We share a passion for perfection and the pursuit of beauty as an expression of timeless values. This series of watches is the synthesis of my vision, made up of precise lines and exquisite materials, applied to unique products. I think that an object that expresses aesthetic excellence, quality and craftsmanship is meant to last forever. In Parmigiani Fleurier, I’ve found the perfect partner to experiment with a new language”, remarks Giorgio Armani.
“We are honoured and delighted to collaborate with the Armani Group. Michel Parmigiani’s future-oriented vision for preserving the excellence of watchmaking is enhanced by this venture with one of the most brilliant companies in the world. Giorgio Armani’s idea of style is unique and iconic. We’re honoured that our artisans will be able to express this vision through a product with the quality and finishes that we are known for,” commented Davide Traxler, CEO of Parmigiani Fleurier.
(All images: Garmigiani Fleurier and Giorgio Armani)
This story first appeared in Prestige Hong Kong.