Worn & Wound
Parmigiani Fleurier Introduces a New Tonda PF in Platinum
Among higher end Swiss watch brands, few have experienced a greater turnaround, at least on the surface, over the past several years than Parmigiani Fleurier. Parmigiani has always been a brand that knowledgable collectors and enthusiasts have praised and found a great deal of value in, but the brand itself didn’t always seem healthy. Before Guido Terreni took over in 2021, it would have been quite common to find heavily discounted Parmigianis on the gray market – a common symptom of overproducing too many references and not being able to find your core customer. Under Terreni, the brand’s output has been streamlined and everything just seems more thought through. And while I don’t have insight into sales statistics, you certainly don’t see the brand’s current catalog selling for closeout prices on the discount sites, a sign that they’ve got production under control, at the very least. One of the brand’s biggest gambits has been the exploring the integrated bracelet sports watch market with the Tonda PF collection. Launched at a time when every luxury brand was throwing their hat in the ring in this particular category, Parmigiani has sought to differentiate itself from competitors in the luxury integrated bracelet sports watch world by leaning into the luxury angle, and perhaps a little away from the sport. Inspired by a “sartorial approach” to watch design, the Tonda PF is all about feel, texture, and proportions in a manner similar to a bespoke sui...
