Surely the worst part of buying a new watch is deciding exactly what is right for you? All you really want to do is whittle it down to a couple of terrific timepieces, and then spend an afternoon drifting from boutique to boutique talking everything from calibres and chronometer ratings.
But who has time for that? Unfortunately, the modern man needs something a little more convenient. And that’s where the collective genius of Parmigiani Fleurier comes in.
To make the watch-buying experience tick by smoothly, the Swiss watch house have created an augmented reality app and a micro-website that gives you the full backstory of their new Kalpa range. On there, you will find all the details you need to know about their timepieces in an easily digestible, clear way.
The new Kalpa range has exemplified exactly what Parmigiani can do when it comes to design and levels of production. So it’s a savvy move, creating an entire platform that takes consumers behind the dial to see exactly what went into making this incredible collection.
The micro-site has proved how important design philosophy is to Parmigiani, and founder Michel Parmigiani — with the wrist-sculpted case shape chief among these developments. And, thanks to the new platform, you can discover the exact process of how they decided on this shape and see the watch taking shape from concept to completion.
And, even if you’re not completely clued-up on the terminology and inner workings of watches, the visuals and graphics used by Parmigiani make these behind-the-scenes glimpses accessible for any consumer.
The augmented reality app takes things one step further again. Used alongside the micro-site, you are offered the opportunity to see unique animations for each watch in the collection, along with additional facts and figures. It’s a one-stop shop, where you can explore and test everything about the watch before you buy it — short of actually trying it on.
It’s no secret that Parmigiani are known for doing things a bit differently, not to mention beautifully. They’ve been marrying function with intricate design for years, and this philosophy is shown nowhere better than in their Kalpa range. Now, thanks to these new platforms, you can discover the latest horological creations in a thoroughly digital way.