SANDOZ FOUNDATION HOTELS
Casual elegance by Parmigiani Fleurier
Available in three models, the new GT line from Parmigiani Fleurier presents a less formal face of the watchmaker. Davide Traxler, the brand’s CEO, returns to a successful launch.
Text: Elodie Maître-Arnaud / Parmigiani Fleurier - Picture: Parmigiani Fleurier
“From golf course to boardroom.” This is how Davide Traxler sums up the spirit of the GT line: a watch that is as close as possible to current aesthetic and social conventions, which sees the formal dress style moving away in favour of casual. “This change also has an influence on the kind of watch you want to wear,” he says. “The traditional gold watch with an alligator strap is giving way in particular to more easy-going models, with a steel or rubber strap.” The watchmaker has adopted a trend of casual elegance, without denying its DNA or making concessions on quality and level of detail.
Dubbed the GT, after the Gran Turismo cars and the European Grand Tour of the 18th-century British elite, these three new models are both reassuring and refined, starting with the Tondagraph GT, which combines the most popular complication (the chronograph) with the most useful complication (the annual calendar). Two versions of the Tonda GT—one in steel and one in rose gold—accompany this launch. This new line is the result of an unprecedented collaboration with designer Dino Modolo who reinterprets Parmigiani Fleurier’s conventions, drawing inspiration in particular from the Tonda Chronor Anniversary.
An exceptional welcome
This new line was to be unveiled in Geneva last April, at the Watches & Wonders trade show, but the coronavirus pandemic compelled a presentation via videoconferences to the American market in June. “The reaction was extraordinary!” Davide Traxler beams. The first 40 pieces were sold through Parmigiani Fleurier’s e-commerce platform in the United States. “We launched this retail website to support our retailers and encourage sales,” he says. In view of this success, the brand’s workshops are working hard to produce new pieces, in limited series as always—200 examples for the Tondagraph GT, 150 for the Tonda GT in gold, and 250 for the steel model. “Showcases are reserved at our retailers across Europe,” the CEO adds. A ladies model will follow at the 2021 edition of Watches & Wonders.
While Traxler is absolutely realistic about the impact of the pandemic on the entire watch industry, he is nevertheless delighted with the enthusiasm with which this new line has been received by the trade press and by lovers of fine watchmaking. “This is another step forward for Parmigiani Fleurier as it continues to evolve and innovate,” Traxler concludes.
Retrouvez ici la version intégrale de cet article (et le texte en français) paru dans le magazine Regards que nous réalisons pour le compte de Sandoz Foundation Hotels et de la banque Landolt & Cie.