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2018. 03 13

The art of customisation - Parmigiani Fleurier: Bugatti Type 390

The art of customisation

Bugatti Type 390

Following the prestigious example of luxury super car manufacturer Bugatti, watchmaking manufacture Parmigiani Fleurier is giving its clients the chance to customise the exterior of their Bugatti Type 390 to express their own unique personality. The modifications available reflect the artistic sensitivities of the two brands, which constitute the strength of their partnership, as well as their completely independent manufactures – a prerequisite for bespoke creations.

Company founder Ettore Bugatti used to say "Nothing is too beautiful... Nothing is too expensive." The Bugatti stable stays true to this spirit by only producing its cars as unique pieces. The configuration of a Bugatti Chiron is completed by the customer together with a designer from Bugatti. Each Bugatti is unique and is manufactured in accordance with the customer’s personal wishes. Personalising is a top priority for Bugatti. In addition to a basic range of exterior and interior colours and materials, thousands of other colours are possible. With its customising program “La Maison Pur Sang“, Bugatti goes even further and is virtually in a position to meet a customer’s every wish – provided that installation in a super sports car is technically feasible and meets Bugatti’s high quality requirements. This gives way to the ultimate luxury: a unique car created to reflect the tastes of its driver and express their personality.

Presenting an equally exclusive approach, Parmigiani Fleurier is offering the same high-end customisation service for the most recent creation in this prestigious range: the Bugatti Type 390. The watch flouts watchmaking conventions with its horizontal cylindrical movement that imitates the structure of a car engine. Just like the heart of the Bugatti Chiron, the watch mechanism cannot be customised as it ensures the performance and reliability of the Bugatti Type 390. However, the watch's exterior and outer appearance can be modified to meet a client's particular desires. They start by selecting the materials of the case and buckle, as well as the leather strap and its edging. They then choose their desired dial structure, the indices and hands, followed by the decoration of the case sides. Finally, the client decides on the colour of the sapphire crystals enclosing the movement. The combination of these different colours and textures serves to showcase the watch and give it as many different looks as there are keen clients.

The Bugatti Type 390 illustrates three fundamental facets of the Parmigiani Fleurier brand. With its distinctive look, it represents the rich partnership with Bugatti, a relationship built on dialogue and creativity. Meanwhile, the modifications embody the potential of an independent manufacture and the exclusive added value of this centre of excellence. Lastly, with its extraordinary movement, it celebrates Parmigiani Fleurier's creativity in watchmaking, as the brand innovates and strays from the beaten path to surprise and amaze.


A unique watch for a unique car

2018 Geneva International Motor Show

To mark the 2018 Geneva International Motor Show, Bugatti is presenting a new version of its Bugatti Chiron. The Chiron Sport offers significantly improved handling and even greater agility with no change in the power or performance data of this spectacular super sports car.  The Geneva show car is a real stunner in a duo-tone colour scheme of painted Italian Red and visible grey carbon fibre on the exterior and Beluga Black with red highlights in the interior.

To commemorate this unique model and demonstrate the vitality of its partnership with Bugatti, Parmigiani Fleurier has produced a Bugatti Type 390 watch that adopts the car's aesthetic features with the same opposing colours. The white gold case of the Bugatti Type 390 is paired with black carbon elements to reflect the car's body and give the watch its streamlined look. The black nickel dial flange features red luminescent numerals, while the hands are also adorned with this coating. The red strap boasts black stitching to continue the Bugatti Chiron's contrasts around the entire wrist.