The muzzle opens to release a minuscule bird that perches on the edge of the barrel. It ruffles its ornate feathers, each autonomously mobile, as it trills a pitch-perfect melody that fills the private room at Swiss Watch Gallery in Pavilion Kuala Lumpur, which distributes Parmigiani Fleurier’s timepieces.
Parmigiani Fleurier CEO Davide Traxler on two key values that propel the watchmaker
It is not often that the CEO of a watchmaking company chooses to begin his presentation with a video of a handgun. But this is no ordinary firearm. Nor is it an ordinary watchmaking maison. When Davide Traxler hits play, a man in the video toys with the weapon and pulls the trigger, firing … a songbird.
To continue reading our premium articles,
Upgrade your subscription to as low as $8.33/month to gain unlimited access to ALL of our premium articles!
Have an account? Sign In
