In a move that affirms its ongoing commitment to curating horological excellence, Ahmed Seddiqi, the UAE’s most revered name in luxury watches and jewellery, announces its exclusive partnership with Parmigiani Fleurier—the Swiss Maison known for its uncompromising artistry and philosophical approach to timekeeping. The arrival of Parmigiani Fleurier into Ahmed Seddiqi’s refined portfolio is not just the addition of another brand; it is a meeting of minds, philosophies, and legacies.
Founded in 1996 by Michel Parmigiani, the brand was born of a restorer’s perspective—a sensibility that reveres history not as static preservation, but as a living continuum. From its earliest pieces, Parmigiani Fleurier has blended the romanticism of traditional horology with a resolutely contemporary design language. At its core lies a philosophy rooted in golden ratio aesthetics—a purity of line and proportion that speaks quietly yet profoundly to those who understand that the finest luxury is often the most discreet.
Entirely independent and vertically integrated, Parmigiani Fleurier is among the very few maisons capable of crafting its timepieces from start to finish within its own ecosystem—five highly specialised ateliers that together form the brand’s manufacture in the Swiss Jura. This rare autonomy allows for a degree of creative control and authenticity that places the brand in an echelon apart, resonating deeply with Ahmed Seddiqi’s own ethos: to celebrate craftsmanship with clarity, purpose, and enduring taste.
“We are delighted to welcome Parmigiani Fleurier into our portfolio at Ahmed Seddiqi,” said Mohammed Abdulmagied Seddiqi, CEO of Ahmed Seddiqi. “The Maison’s pursuit of refined craftsmanship and its design purity align beautifully with our values. We look forward to offering our discerning clientele a brand that speaks not to trend, but to timelessness.”
For Guido Terreni, CEO of Parmigiani Fleurier, this partnership is a continuation of the brand’s mission to bring fine watchmaking to connoisseurs who seek not ostentation, but substance. “At Parmigiani Fleurier, we see watchmaking as a universal language—one that transcends time zones, cultures, and borders. Our collaboration with Ahmed Seddiqi is a natural one, grounded in a shared reverence for heritage, precision, and the quiet poetry of enduring objects.”
Indeed, there is a serenity to Parmigiani’s creations—watches that do not shout but sing in subtle tones. Whether it’s the sculptural asymmetry of the Tonda PF, the classical lineage of the Toric, or the complication-rich mastery of its haute horlogerie pieces, Parmigiani’s work is a study in balance, restraint, and mechanical fluency.
The partnership underscores Ahmed Seddiqi’s role as a guardian of independent horology in the region, championing niche ateliers and watchmaking voices that bring new perspectives to collectors in the Gulf. It’s a curatorial stance that looks beyond big brand appeal to focus on artistry, heritage, and integrity.
Now available at the Ahmed Seddiqi boutique in Dubai Mall, Parmigiani Fleurier invites Middle Eastern watch enthusiasts to discover timepieces that are not just measured by seconds, but by centuries of savoir-faire and a belief that true elegance is never fleeting.
