Parmigiani - «les Ateliers», passing on excellence in know-how
Press release
By virtue of its industrial potential and exceptional capacity to harness all the craft trades intrinsic to Haute Horlogerie, the Parmigiani Manufacture aims to safeguard the long-term future of watchmaking know-how. To this end the brand now wishes to pass on its know-how excellence by opening new workshops, called "L'ATELIER PARMIGIANI", worldwide in 2009.
From global know-how to local expertise
Haute Horlogerie according to Parmigiani Fleurier is more than a philosophy - it is about people and an incredible diversity of skills. As proof of this, there are 500 craftsmen, 50 trades, four production sites and as many regional watchmaking cultures working and shaping the identity of the Parmigiani manufacture, which is fully verticalised and now firmly established in the top-end segment of the watchmaking industry landscape. Parmigiani Fleurier laid the foundations for this over thirty years ago in the heart of Val-de-Travers; a region which, thanks to the Fleurier brand, is now able to call on age-old watchmaking skills.
Since 2000, major industrial challenges have been met, in conjunction with the support of the Sandoz Family Foundation, the undisputed guarantor of Swiss know-how. An entire craft and industrial unit covering the watch's core to its body has been built up (MHF: Watchmaking Manufactures of the Foundation), incorporating know-how of all types, from the rarest to the essential. From the hairspring to the train wheel, from the case to the dial, all the links come together to form a complete manufacture of irreproachable excellence in its quality.
Now, this idea of respect for excellence is to be transposed so that the "Manufacture spirit" so dear to Parmigiani can be conveyed to the wider world. The "L'ATELIER PARMIGIANI" concept is the means of reaching a wider audience and providing local expertise.
"L'ATELIER PARMIGIANI", a focal point of knowledge
Like an haute couture workshop, "L'ATELIER PARMIGIANI" will represent the essence of the brand, in the heart of the world's main cities. Starting in 2009, Dubai, Hong Kong and Moscow will be the first metropolises to host a "L'ATELIER PARMIGIANI".
Know-how: every visitor, whether simply curious, a watchmaking enthusiast or an existing customer of the brand, will be welcomed by an Haute Horlogerie watchmaking expert, with discussions, advice and assessment available. Trained in all the particularities of Parmigiani movements, and equipped for all technical scenarios, the expert will be able to offer genuine customer service. If the request is outside the field of Parmigiani itself, the expert will also be able to give advice on the best step to take.
Choice: an exceptional platform for the brand, all the collections will be exhibited in full, to allow enthusiasts but also the press easy access to Parmigiani's simple models and grand complications.
Style: As an extension of Parmigiani's headquarters abroad, the primary value of "L'ATELIER PARMIGIANI" is above all as the relay for manufacturing know-how. A centre for discussion and comprehension of the brand, it is also valuable as a support to the country's official distribution network and as an authorised technical centre. Built to measure by Parmigiani, every detail of the fittings will be true to the spirit of the brand. The consultant watchmaker's workbench, set in the centre of the room, will be the cornerstone of the premises.
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