For Parmigiani Fleurier, 'quiet luxury' is much more than just a trend

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Painstakingly crafted piece by piece, the watches are ultimately created with collectors in mind — “People who are collectors, but people who also like science, technical things,” Parmigiani confirms. That exclusivity is reflected in both availability and price. As an example, the Tonda PF Annual Calendar timepiece in steel is priced at $55,000 from Bandiera Jewellers in Toronto.Article content

The shift toward less ostentatious purchases is something Terreni says he’s noted within the broader luxury world. He attributes the shift away from logo-mania — the allure of boldly branded styles and overt flashiness — as a residual effect of the global pandemic, which left many with a lingering sense of instability.

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