Guido Terreni (ex-President and MD of Bulgari) said, ‘You don’t buy Parmigiani for your social recognition. You buy Parmigiani to please yourself.’
Parmigiani Fleurier’s timepieces appeal to those who prioritise personal satisfaction and the appreciation of craftsmanship over seeking social validation.
Owning a classic Aston Martin DB5 or a modern Pagani Huayra mirrors this philosophy.
It’s about the intimate connection with the car, the engine’s growl, the smell of handcrafted leather, and the artistry in its engineering, not about impressing others.
Watches like Parmigiani adhere to their core values, refusing to shift their identity to chase trends. Their consistent philosophy mirrors integrity in personal character.
Ferrari and Jaguar epitomise this steadfastness. Ferrari’s DNA of passion and exclusivity hasn’t wavered, and Jaguar’s E-Type is a testament to British design’s enduring excellence.
Neither has sought to be anything but true to their origins.
Parmigiani Fleurier is celebrated for meticulous craftsmanship, creating heirloom-quality timepieces that reflect a rich heritage.
The same ethos applies to Rolls-Royce or Bentley, whose vehicles are not merely transport but rolling artworks.
They embody history, artistry, and impeccable engineering.
Guido Terreni insists that a brand’s credibility lies in consistency—sudden shifts in identity erode trust.
Porsche’s 911 exemplifies this principle. Despite evolving over decades, it has remained unmistakably true to its DNA.
By contrast, brands that deviate too far from their roots often lose their iconic status.
A Parmigiani Fleurier watch becomes a life partner, resonating with its owner’s values and personality.
It’s less about utility and more about the personal connection it creates.
Similarly, a classic Alfa Romeo Spider or a bespoke Morgan evokes joy and companionship.
These vehicles offer an experience transcending practicality, becoming treasured companions in life’s journey.
The similarities between iconic watches and cars lie in their shared ability to transcend mere functionality.
Both are about artistry, heritage, and authenticity.
Just as you don’t buy a Parmigiani Fleurier to impress, you don’t climb into a Jaguar XK120 to boast.
Both are intimate statements of what truly matters to the discerning owner: the joy of craftsmanship, timeless design, and a connection to something greater than utility.
‘Watches and cars prove you can spend absurd amounts of money on something you don’t technically need.’
