Creative direction

Parmigiani Fleurier
Toric Hémisphères
Grand Prix de l’Horlogerie de Genève 2017
Catégorie Travel Time
© Joel Von Allmen


The outstanding Swiss watch-making brand Parmigiani Fleurier decided in 1999 to extend its range worldwide. The plan was unusual for an up to here confidential brand, known by a few rich collectors for its exclusive products. The Sandoz Family Foundation, owner since 1996, and its representative Jean-Marc Jacot lead the big scale project.

CA&CO’s reputation in the watch-making circle convinced Parmigiani to hire this design and architecture studio to solve the product environment issue. Point of sales material, displays, cases, packaging, shopping bags and accessories are created and introduced to the markets. Then, in 2002, the retail architecture becomes a matter of importance that allows CA&CO to take over the different departments of the brand. In addition to the product range, renewed every season, CA&CO created the first global architectural concept for Parmigiani : booths, corners, exhibitions as well as the totality of the characteristics recognized ultimately by the customer in around 200 points of sales.

In 2007, Parmigiani inaugurated its first boutique in Dubaï, and many corners all around the world. Then, the innovative concept “Atelier Parmigiani” (Janus du Commerce Award, IFD 2013) appears in Moscow in 2010, Istanbul and Beijing in 2011, Munich and London in 2012, Paris in 2015, Shanghai in 2018…

CA&CO bases its creative work on three of the brand’s important values: Truth, durability, and excellence. In 2015, following this spirit, the Sandoz Family Foundation decides to entrust Thierry Conquet with the Artistic Direction of the brand, thus linking the brand universe to the product itself. From this close collaboration with Michel Parmigiani on the products design, several emblematic watches will be created. Two of them are immediately awarded at the Grand Prix de l’Horlogerie de Genève (GPHG 2017).

Read more on MyWatch site

10 watches between 2016 and 2018

Michel Parmigiani is at the origin of the design of the Parmigiani Fleurier collections. 20 years after the creation of the brand, it seemed necessary to him to take up his original designs in order to refine the readability of the product lines, and to reinforce the identity signs that the consumer perceives.

The Artistic Direction, accompanying the product department, has endeavoured to redefine the aesthetic codes of each of the lines and install a global conceptual approach in respect of the history and culture of the brand's founder.