Time and tide wait for no man
Geoffrey Chaucer once claimed, “time and tide wait for no man” – and this phrase is a practice by which Swiss watch brand Parmigiani Fleurier lives. Founded in 1996, Ape’s love affair with the manufacture from the valley of Val-de-Travers in the canton of Neuchâtel began in 2017, and we’ve not looked back since.
From unreachable Geneva airport advertising boards and limited stockists, the brand has undergone a spectacular transformation. Until 2017, Parmigiani Fleurier was, in the most part, only truly appreciated by those in the depths of the watch industry.