So when one of the world’s finest watch companies calls you and asks if you’d like to hop a plane to Switzerland for a special product launch, you don’t think twice. You grab your carry-on, throw in a few little black dresses and you make your way to your nearest airport as fast as your little legs will carry you. And this, my friends, is the story of 24 hours in Lausanne.
Parmigiani Fleurier is a relatively young brand, as far as watch companies go. They were founded in 1996 and in under twenty years have managed to make a name for themselves as one of the finest privately owned luxury watch companies on the planet. Their watches are classic, sophisticated and practical. Ok, those are the boring words out of the way. Their watches are also beautiful, made with the highest level of craftsmanship and are extremely “rich” in appearance. Well, naturally they would be rich looking as they are not on the cheap side of the purchasing scale. Parmigiani watches are traditionally placed in a price bracket that makes it an aspirational watch brand for many. This is a brand of timepieces for the discerning collector.
Now all this being said, 24 hours in Lausanne with Parmigiani saw all that change. Parmigiani Fleurier recognize that in today’s world not all of us are comfortable stepping out in a watch valued at upwards of £40k. Let’s just say, for the purpose of this piece, that you and I did have the money for that sort of purchase (hey, it could happen). Well, I, for one, wouldn’t wear such a piece out and about on the town everyday, traveling in foreign countries or to lunch with someone hitting me up for money, for that matter. Play along with me here, we are rich people so friends are going to ask us for money (in reality I couldn’t think of a third reason not to wear an expensive watch). This is where Parmigiani Fleurier are coming in to help on a few different levels.
This weekend I was in Lausanne specifically for the launch of the Parmigiani Fleurier Métro collection. This is a collection that helps with that “not wanting to wear an expensive watch” scenario. The watches are made using all the same beautiful Parmigiani signatures, but are created using steel casing. The use of such a material considerably reduces the price of your timepiece. We’re learning new things here everyday. Not only does the steel drop the entry level price for the brand right down to “achievable territory,” it also makes for a mighty fine looking accessory. After listening to the CEO of Parmigiani Fleurier wax lyrical on the new timepieces, what stuck with me the most was his point about the watches being made for a modern day man and woman. He spoke of our time limitations and the man makes a valid point. At the end of the day, both the men and women beating down the street in this urban jungle require a watch that must see them through 24 hours. It needs to be able to see us through working out, a day at the office and a night out on the town. These beautiful, and much more affordable, watches do just that.
Naturally, I had my favourite after seeing the collection for the very first time. In fact, I found myself drawn more to the powerful punch packed in the men’s watches, rather than the women’s. The timepieces are, in short, exquisite. I may have to refrain from eating for a few months, but I do believe this is in the running to be the first “grown-up” watch I put my purchasing power behind.
Here’s a look at the beautiful pieces that were discovered on this morning, as displayed in the stunning setting of the Musée de l’Elysée. It should be noted that not only did we have a chance to see the beautiful watches, we were also given a tour of this amazing establishment devoted entirely to photography. You see, Parmigiani Fleurier has recently entered a partnership with Musée de l’Elysée to help support the art of photography and the emerging talent of the future. So alongside taking in some beautiful watches, we were also treated to a look at the museum’s private collection as well as a sneak peak at the exhibit which is in the process of being displayed. Oh, and we also had a little fun with “Jumpology.” All pictures below. Thank you, Parmigiani Fleurier, for playing host to a most magnificent 24 hours.
For those of you in London, you can visit the Parmigiani Fleurier boutique on Mount Street or view the watches online. The Parmigiani Fleurier Métro collection will be available to purchase this spring.
Fashion Foie Gras was a guest of Parmigiani in Lausanne, Switzerland.