Parmigiani Fleurier Special Edition Honours Bugatti Chiron Sport

By Paul Joseph

The symbiotic relationship between luxury watches and high-end cars is long-standing, with many brands from both sectors using the other for product inspiration – not to mention marketing tie-ins.

The latest such collaboration is between Swiss luxury watchmakers Parmigiani Fleurier and legendary French supercar marquee Bugatti, who have been partners for several years and have now combined to create an eye-catching special edition timepiece that honours the brand new Bugatti Chiron Sport.

Showcased to the public for the first time at the 2018 Geneva Motor Show, which came to a close this weekend, Parmigiani Fleurier were one of the numerous luxury brands from outside the automobile sector in attendance – and along with them for the ride was the special edition Bugatti Type 390 watch.

Designed to celebrate the launch of the Chiron Sport – the new version of the track-focused Chiron which debuted last year and also saw the Swiss watchmaker create a commemorative piece – this latest watch adopts many of the car’s aesthetic features with the same opposing colours.

The Chiron Sport on display at the automobile expo is decked out in a two-tone colour scheme of painted Italian Red and naked grey carbon fibre on the exterior and Beluga Black with red highlights in the interior.

The white gold case of the Bugatti Type 390 has carbon fibre inserts that reflect the car’s body that’s crafted out of the same lightweight material and that give the watch its streamlined, sporty look.

The numerals on the dial along with the hands are coated in red luminescent material, which contrast the black nickel dial. Meanwhile the watch’s strap is also in red contrasted with black stitching to match the Chiron Sport’s dual-tone colour scheme.

There is no word yet on the availability or pricing of the watch, but it is widely expected to tip the $300,000 mark.

By Paul Joseph