Parmigiani Fleurier is perhaps not the best known of watch names, but with the new 'Atelier Parmigiani' boutique recently opened on Mount Street in Mayfair, London, it is set to become a destination for horologists and those seeking a watch that is both luxurious and mechanically refined, but still known to only a few.
Parmigiani, based in the idyllic Swiss village of Le Fleurier and founded by genius watchmaker Michel Parmigiani - hence its name - is not to be confused with the Italian hard cheese. This niche brand specialises in watches made entirely in-house to the most rigorous standards of haute horlogerie, with an aesthetic that stands out from the crowd.
Placing mechanical know-how quite literally at the centre of the new boutique, a watchmaker's atelier or workshop is the main feature of the new space. Here the watchmaker services movements, offers a unique insight into the inner secrets of Parmigiani's watches and will even invite you to peer through his microscope to watch the miniature beating heart of the escapement of a watch.
Around the workbench are cabinets displaying Parmigiani's watches, as well as comfortable sofas, where you can rest after a round of exploring 'grande complication' watches. Or take your time trying on one of the brand-new ladies' Tonda 1950 watches or a timeless Kalpa, with its swooping golden curves and subtly reassured design.
This watchmaking haven supports Parmigiani's network of UK jewellers and opens up the world of haute horlogerie in the very heart of London.
L'Atelier Parmigiani is located at 97 Mount Street, London, W1.