At Bugatti, €200,000 is not the price of the car, but just the basic price of a watch.

Since 2004, Molsheim-based Bugatti has maintained a partnership with the Swiss watch manufacturer Parmigiani Fleurier.

This alliance showcases a more exclusive world for its privileged customers. Marketing that makes an impression.

We remember the Parmigiani Fleurier Bugatti Grand Sport, which impressed us with its double dial that allowed the driver to read their watch without taking their hand off the steering wheel. But it was its price that really stood out, starting at €244,000.

Thus, for each Bugatti model release or anniversary, a new, equally exclusive watch model is released, with prices starting at over €200,000 and increasing in value year after year, such as the three watches presented at the 2015 SIHH - Salon International de la Haute Horlogerie - and named Bugatti Mythe, Bugatti Victoire, and Bugatti Révélation.

- The Bugatti Mythe represents the fusion of industrial and artisanal craftsmanship as found in the automotive world. The dial of this timepiece is inspired by the iconic Type 57 grille...

- The Bugatti Victoire conveys the symbols of speed and power that have defined Bugatti cars since the company's creation. The watch features a series of concentric Vs that remind us of two terms that have marked the history of the Italian Bugatti brand: "Vitesse" & "Victoire", Vs that direct the eye towards the heart of the timepiece, the movement or "engine block"...

- The Bugatti Révélation embodies the search for identification between the Car and the Watch that guided the entire partnership. The design. The watch features a series of concentric Vs that remind us of two terms that have marked the history of the Italian brand Bugatti “Vitesse” & “Victoire”, Vs that direct the gaze towards the heart of the timepiece, the movement or “engine block”…

But if you find this excessive, you should know that in 2019, Bugatti signed a partnership with another renowned watchmaker, Jacob & Co., for its 110th anniversary.

And as the new Bugattis have increased, so have the prices of their watches. The model in question, the Twin Turbo Furious Bugatti Edition, is available in a limited edition of 36 pieces, and a special Epic X Chrono 110th Anniversary edition in... 110 pieces, with a base price (yes, a base price like a car) of €470,000 (and the price of a car).