Chronological wonder on your wrist
dubai — Bringing Swiss expertise to the forefront, Parmigiani Fleurier has successfully established a prominent presence in the GCC luxury market with exquisite timepieces.
“The Middle East and the GCC in particular, has become an increasingly important market for Parmigiani Fleurier, given the region’s unabated appetite for fine luxury watches and appreciation for high quality craftsmanship and innovation,” said Luca Castellani, chief commercial officer at Parmigiani Fleurier.
The brand utilises various channels of mainstream media including print, audio-visual and broadcast, while also leveraging the tremendous power of various social media channels.
“Parmigiani Fleurier’s sterling reputation as an exceptionally innovative fine watch manufacture is forever rewriting the rules of the game, while retaining vital elements of traditional watchmaking, is the main element behind keeping the brand in the forefront of high horology,” he said.
Haute horology
According to Castellani, Parmigiani Fleurier is a visionary, with a finger on the pulse of trends. As the Islamic world is based on the Hijri calendar, it noted the need for a timepiece that accurately recorded the period. This inspired the luxury brand to develop the technology to power the world’s first table clock, which uses the Hijri calendar.
“The Tonda Hegirien is inspired by the same breakthrough technology that powered the table clock. The master watchmakers at Parmigiani Fleurier have ingeniously melded the finer elements of high horology with Islamic inspired artistry to fashion the world’s very first Hijri perpetual calendar wristwatch, a monumental achievement in any sense of the word, which made its global debut in Dubai recently,” Castellani added.
In tune with the lunar shift
World’s first watch based on lunar Islamic calendar by Parmigiani Fleurier only proves its quest for innovation and exclusivity
The Islamic calendar has a very special significance to Muslims, based as it is on the significant events in the life of the Prophet Muhammad (PBUH). But creating a movement based on the lunar calendar that would run in perpetuity was a Rubicon that had never been crossed in the rarefied world of high horology.
“That was the inspiration that led Michel Parmigiani to create the world’s first ever movement based on the Hijri Calendar in 1993, even before the creation of the Parmigiani Fleurier brand. This innovation led to the creation of a table clock featuring the Hijri calendar in 2011, the world’s first, as no lunar calendar had ever been designed to operate continuously. The enthusiastic response to that creation is what inspired the creation of the world’s first wristwatch featuring the Hijri perpetual calendar,” Castellani remarked.
Reinforcing luxury presence
Speaking about its evolving regional presence, Castellani said that Parmigiani Fleurier looks forward to expand its footprints in areas with the highest global spends on luxury goods. “Today, we work with select partners to widen our reach in the region and make our creative repertoire easy to access for fine watch aficionados. Going forward, we are looking to continue to further grow our footprint across the region with new tie-ups and more innovative and custom-made creations for the Middle East,” he added.