Reasons to buy Parmigiani Fleurier now: Discover its appeal at the new brand corner at iJewelry Umaki Okayama store

Michel Parmigiani, known as the "watchmaker with the hands of God," has used his outstanding craftsmanship to bring back to life historic masterpieces and complicated watches that were once thought to be beyond repair.

Parmigiani Fleurier, the brand that bears his name, was founded in 1996. Fascinated by the golden ratio that governs nature, the brand has developed a unique worldview by incorporating this principle into its watch designs. Since the release of the "Tonda GT" in 2020, the brand has grown far beyond the scope of an independent watchmaker's brand known only to a select few, and its popularity and rarity have only increased.

A space where you can experience Parmigiani Fleurier's unique worldview and extensive lineup has now opened in Okayama. We spoke to Kenta Hazawa, Managing Director of iJewelry Umaki, about the appeal of the latest Parmigiani Fleurier concept corner set up within iJewelry Umaki Okayama, Okayama's leading watch and jewelry shop.

The "legendary watchmaker" brand that achieved miracles

　Parmigiani Fleurier is always a source of interest for watch enthusiasts. Its products, based on a unique philosophy and featuring unique details, are highly regarded in the watch industry. However, as it is a rare brand, it can be quite difficult to experience its appeal for yourself. This can be quite a frustrating experience.

　In 1976, at the age of 26, watchmaker Michel Parmigiani established a small workshop in his hometown of Val-de-Travers, Switzerland, amid a period when quartz watches dominated the global watch market. He began restoring automata and clocks, a cultural heritage of the time, and creating unique pieces for watch collectors. Since the 1980s, he has made a name for himself worldwide by restoring historical masterpieces, including Easter eggs from the Russian Romanov dynasty, owned by the Sandoz Family Foundation, as well as historic automata and clocks that were previously considered unrepairable. With the support of his client, the Sandoz Family Foundation, Michel Parmigiani launched the brand "Parmigiani Fleurier" in 1996, bearing his family name and the name of his workshop.

　Through restoration, the brand has engaged in a "dialogue" with famous and unknown genius watchmakers of the past, transcending time and space, and inheriting their aesthetics and spirit. Since its founding in 1996, the brand has continued to create watches with unique designs and mechanisms that incorporate the Fibonacci sequence and the golden ratio.

　Around 2000, Parmigiani Fleurier began vertically integrating its component suppliers in order to more ideally carry out its in-house watchmaking. In the movement field, it has acquired Vaucher Manufacture Fleurier, famous for selling ébauches, Atokalpa, which manufactures escapements and regulators, and Erwin, which manufactures screws for movements. In the exterior field, it has acquired case maker Les Artisans Boitiers and Cadrans & Abiages, which produces dials, and now over 95% of its components are supplied within the group. Parmigiani Fleurier is truly a manufacture in both name and reality.

Introducing the brand's latest concept ahead of the rest of the world

　Unfortunately, until now, Parmigiani has been a premium watch brand known only to those in the know, with only a few thousand units produced annually, making them rare. As a result, the only chance to experience its products and worldview was at events featuring Michel Parmigiani himself, and there were very few stores in Japan where people could actually hold the products in their hands and experience their appeal.

　However, a new space has opened in Okayama where you can experience Parmigiani Fleurier's various products along with their unique worldview: iJewelry Umaki Okayama, Okayama's leading watch and jewelry shop.

"The watch brand I want"

　Japan, far away from Switzerland, was the first in the world to create this special Parmigiani Fleurier space, and Kenta Hazawa, Managing Director of iJewelry Umaki, said, "Now is the time for Parmigiani Fleurier."

　Eye Jewelry Umaki began carrying Parmigiani Fleurier in December 2018. At first, they thought the watches had a "modest design." However, when Michel Parmigiani visited Japan a few years ago, they had dinner with him. They were deeply impressed by Parmigiani's unwavering approach to watchmaking, his philosophy of always striving for the best, his uncompromising pursuit of quality and unique passion infused into his products, as well as his human charm. This "modesty" is the spirit of the Maison, which respects the originality and progressiveness that Parmigiani Fleurier upholds.

"Because it has such a deep history, its appeal may be difficult to grasp. But the more I learn about it, the more I feel it's a great brand and I would definitely recommend it to my customers. I believe it has a charm that the so-called big three Swiss brands don't have, and is worth at least as much."

　There is a lot he wants to convey to customers about Parmigiani Fleurier watches. Mr. Hazawa says he wants to learn more and communicate more.

"We have been handling Parmigiani Fleurier for over three years now, and we have seen an increase in customers who understand its quality and have become fans. In particular, since the release of the Tonda PF, over the past six months or so, we have seen an increase in customers who say, 'I want to see Parmigiani Fleurier watches.' We want to continue to convey the appeal of Parmigiani Fleurier to such adult customers and make them happy."

Eye Jewelry Umaki Okayama Store Information

Zip code:700-0945
1604-1 Shinbo, Minami-ku, Okayama City, Okayama Prefecture
TEL: 086-244-5888
Business hours: 11:00-20:00 (Monday-Friday), 10:30-20:00 (Saturday, Sunday, holidays)
Regular holiday: Tuesday