Parmigiani Fleurier and the Armani Group have just announced their collaboration for the creation of a new Giorgio Armani Fine Watches collection, which will be on sale from November 2021. Although Giorgio Armani has been a long-time partner of the Fossil Group – the partnership between the Fossil group and Giorgio Armani was extended for ten years in 2014 – the license agreement has focused on designer watches at relatively affordable prices. On the other hand, the collaboration with Parmigiani Fleurier will give birth to timepieces crafted according to the demanding standards of Haute Horlogerie the watchmaker is known for.
Big-name fashion labels in search of diversification opportunities face crucial choices when it comes to watches. Some have invested in the creation of their own structures and sometimes even their own production facilities; others have engaged in joint ventures (for instance Ralph Lauren with Richemont), but most license this activity to third parties and focus on affordable ‘fashion watches’. There have also been a few original collaborations with high-end watchmakers manufacturing watches for fashion brands, for instance, Girard-Perregaux for Zegna. This is the path that the Armani Group is taking today as it teams up with Parmigiani Fleurier to create a new Giorgio Armani Fine Watches collection. The new Giorgio Armani Fine Watches collection will go on sale in November 2021.
As the press release mentions: “The watches will be designed by Giorgio Armani in collaboration with Michel Parmigiani. These will be produced in Switzerland by Parmigiani Fleurier and sold exclusively in select Giorgio Armani Boutiques.” These will be the high-end Armani watch offer, while the products made with Fossil will correspond more to the Emporio Armani segment.
With reference to this partnership, Giorgio Armani declared: “The collaboration with Parmigiani Fleurier happened naturally. We share a passion for perfection and the pursuit of beauty as an expression of timeless values. This series of watches is the synthesis of my vision, made up of precise lines and exquisite materials, applied to unique products. I think that an object that expresses aesthetic excellence, quality and craftsmanship is meant to last forever. In Parmigiani Fleurier, I’ve found the perfect partner to experiment with a new language.”