Can’t Afford A Bugatti Chiron? Buy This Bugatti-Branded Watch Instead


It will only cost you the price of a Ferrari.

The Bugatti Veyron was a supercar unlike any other. It was a supercar of incredible numbers and performance to match, and its successor, the Chiron, promises to be even crazier. At $2.4 million, the Chiron is more expensive than the $2.25-million rang-topping Veyron Grand Sport Vitesse. If you’re one of the millions of enthusiasts that can’t afford the Chiron, don’t fret. Because you can now sell everything you own to get a Bugatti-branded Parmigiani Fleurier inspired by the hypercar.

The iconic watchmaker has collaborated with Bugatti ever since the first Veyron was built, by offering wealthy individuals bespoke timepieces that perfectly match the supercar’s style. Now that the new Chiron is out, Parmigiani has announced its new watch series based on the incredible hypercar. Dubbed the PF-390 Concept Watch, Parmigiani states that the chronograph is representative of the new generation of Bugatti timekeepers. The movement of the watch is tubular and features a coaxial structure that is similar to the Chiron’s quad-turbocharged W16. Prices for the watches have not been announced yet, but the last Bugatti-branded watch from Parmigiani was valued at roughly $350K.

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