What's Happening?
Parmigiani Fleurier, under the leadership of CEO Guido Terreni, has introduced two new models in its Toric line: the Toric Petite Seconde 'Golden Hour' and 'Dune'. These models were unveiled at Watches and Wonders 2025, marking a revival of the Toric collection, originally launched by Michel Parmigiani in 1996. The 'Golden Hour' features a hand-grained 18k white gold dial within a 950 platinum case, paired with an 'Akoya Grey' nubuck-treated alligator strap. The 'Dune' offers a warmer aesthetic with a hand-grained 18k rose gold dial inside a matching rose gold case, secured on a 'Sand Gold' nubuck alligator strap. Both models are powered by the manually wound PF780 caliber, visible through a sapphire caseback, and retail for $50,800 and $50,400 respectively.
Why It's Important?
The introduction of these models signifies Parmigiani Fleurier's commitment to redefining the dress watch category by blending traditional craftsmanship with modern aesthetics. This move is likely to appeal to collectors who value precision and understated elegance over flashy designs. By focusing on high-quality materials like gold and platinum, and employing rare techniques such as traditional graining, the brand is positioning itself as a leader in haute horlogerie. This strategy could strengthen its market position among connoisseurs who prioritize culture and sophistication, potentially increasing its influence in the luxury watch industry.
What's Next?
Parmigiani Fleurier plans to continue exploring new mechanical territories and deepening its dialogue with collectors who share its uncompromising approach to quality and discretion. The brand aims to cultivate a reputation synonymous with meaningful watchmaking, which may involve further innovations in its Toric and Tonda lines. As the company continues to challenge conventions while honoring Michel Parmigiani's legacy, it is expected to attract a niche market of purists who appreciate curated aesthetics and precise execution.
Beyond the Headlines
The revival of the Toric line reflects a broader trend in the luxury watch industry where brands are increasingly focusing on heritage and craftsmanship to differentiate themselves. Parmigiani Fleurier's emphasis on sartorial craftsmanship and contemporary masculinity could influence other watchmakers to adopt similar strategies, potentially leading to a shift in consumer preferences towards more refined and tactile designs. This approach also highlights the ethical dimension of luxury, where the value is placed on quality and artistry rather than mass appeal.
