How the $300,000 Bugatti Watch Earns Its Pricetag
The Parmigiani Fleurier Bugatti Type 390 features an exotic movement architecture, and a host of customization options.
Originally published by Jack Forster on Hodinkee.
Parmigiani Fleurier has had a long-standing relationship with Bugatti, going all the way back to 2006, when the Type 370 watch – inspired by the Bugatti Veyron – was first introduced. PF was founded in 1996, so the partnership has taken place over a significant period of the company's overall existence. Since then, the Bugatti lineup from Parmigiani – always featuring a movement with an unusual architecture – has expanded to include further variations on the Type 370, and, more recently, the introduction in 2016 of the Type 390. The Type 390 watch is inspired by the Bugatti Chiron – the successor to the Veyron, also introduced in 2016, at the Geneva Auto Show. The newest version of the Type 390 was released earlier this year, in connection with the Chiron Sport – basically a stiffer, lighter version of the Chiron, intended to be more track focused (it's 18 kilograms lighter and costs $400,000 over the base sticker price, which works out to roughly $22,222 bucks a kilo).