True luxury allows for customization – a trend which esteemed watch manufacturer Parmigiani Fleurier plans to capitalize on with the new Bugatti Type 390 watch, created to commemorate the Bugatti Chiron Sport car. Recently, at the 2018 Geneva International Motor Show, Bugatti unveiled a new version of its Bugatti Chiron. The Chiron Sport offers significantly improved handling and even greater agility with no change in the power or performance of this spectacular sports car. Interestingly, each Bugatti Chiron is created unique and manufactured in accordance with the customer’s personal wishes, together with a designer from Bugatti. In addition to a basic range of exterior and interior colors and materials, thousands of other colors are possible. Following that example, Parmigiani Fleurier is giving its clients the chance to customize the exterior of the new Bugatti Type 390 timepiece, so that they can accurately express their own unique personality.
The Bugatti Type 390 features an unconventional horizontal cylindrical movement that imitates the structure of a car engine. Just like the heart of the Bugatti Chiron, the watch mechanism cannot be customized as it ensures the performance and reliability. However, the watch’s exterior and outer appearance can be modified to reflect the tastes of its driver and express their personality. A Bugatti Type 390 customer starts by selecting the materials of the case and buckle, as well as the leather strap and its stitching. They then choose their desired dial color, the indices (including luminescent color) and hands, followed by the decoration of the case sides. Finally, the client decides on the color of the sapphire crystals enclosing the movement.
In an effort to commemorate this unique model and honor this partnership with Bugatti, Parmigiani Fleurier has produced a one-of-a-kind Bugatti Type 390 watch to adopt the car’s aesthetic features and demonstrate the concept of customization. The timepiece features a 42 mm x 57 mm white gold case paired with black carbon side elements. The black nickel dial features red luminescent numerals, while the hands are also adorned with this coating. A matching red Alcantara strap features black stitching. The timepiece houses a PF390 manual movement with a frequency of 4 Hz and 28,800 vibrations per hour. In addition to displaying hours and minutes, the watch is equipped with a 60-second flying tourbillion and a power reserve of 80 hours. The Bugatti Type 390 will be available in June 2018 at a price point of approximately $275,000 to $300,000 — depending on customization choices.