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Nov 14, 2022
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Giorgio Armani enters the world of fine watchmaking with Parmigiani Fleurier

Translated by
Nov 14, 2022

Giorgio Armani is diversifying into fine watchmaking. For this project, the Italian fashion group's flagship brand has teamed up with Swiss watchmaker Parmigiani Fleurier, based in Fleurier in the canton of Neuchâtel. With this partner, renowned for its expertise in high-end watches, a first limited edition of 200 exceptional pieces was produced, named Giorgio Armani 11, in reference to the number of Borgonuovo Street in Milan, where the eponymous designer's historic headquarters are located.

The campaign to launch Giorgio Armani 11 - ph Bruno+Nico Van Mossevelde

Giorgio Armani has designed a unisex watch with clean lines, both sober and refined, distinguished by its square dial slightly rounded on the edges, its precious materials and its leather strap. The model, equipped with a moon phase and automatic movement, is available in three materials including steel, rose gold or yellow gold and five variants with dials in different colors, such as blue, gray, ivory, black.
"Giorgio Armani 11 represents the perfect balance between the aesthetics of the Italian designer and the Swiss tradition of high-precision mechanisms," the company said in a statement. The collection will be available from the end of the month only in a few Giorgio Armani boutiques around the world. Prices are around 20,000 euros for the steel models and 40,000 euros for those in gold.

The Italian fashion group already has a line of watches in its offer, but this is only for its young line Emporio, which has partnered since 1997 with the watchmaker Fossil to develop and market its watch collections. This is the first time that the main label, Giorgio Armani, has entered the luxury watch segment.
In addition to its own brand Parmigiani Fleurier and Giorgio Armani, the Swiss company, an expert in high-end mechanical movements, supplies Hermès and Stefano Ricci, among others.

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