Michel Parmigiani, President and Founder of Parmigiani Fleurier shares his thoughts on the brand's renewed focus on know-how and traditional watchmaking.

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pMichel Parmigiani, President and Founder, Parmigiani Fleurier, talks about the brand's renewed focus on know-how and traditional watchmaking./p
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pstrongThere have been some changes at Parmigiani last year. Can you tell us about them"/strongbr /Thereandrsquo;s a refocus on know-how in terms of how technical and how important the manufacture isandmdash;it should be at the centre of what we do. There is a wish to show this through our novelties this yearandmdash;one of them is the integrated chronograph, while another is a concept that really improves the power reserve in a revolutionary way. Itandrsquo;s really about focusing on the manufacture side, the know-how, and stepping away a little bit from the lifestyle part.br /br /strongIs there a reason for this" The general trend shows us that brands are associating with couture houses to add an element of lifestyle to their watches./strongbr /Youandrsquo;ve visited our manufacture; we donandrsquo;t produce a lot of pieces. We are limited in the amount and volume because we want to do everything in-house. We feel that moving to the lifestyle [segment] requires one to produce more volume than we are ready to produce in the kind of specificationsandmdash;quality and technicalitiesandmdash;we set for ourselves. So we feel that we address ours...