During the 2010 Pebble Beach Concours d’Elegance, Bugatti unveiled its new Veyron 16.4 Super Sport, a faster, stronger version of the Volkswagen-owned company’s mind-blowing Veyron 16.4 (and the latest motor to earn the title of world’s fastest production car). But this summer, as Bugatti test driver Pierre-Henri Raphanel sped at a blistering 267mph down the company’s private test track (the same track at which Top Gear’s James May violated the regular old Veyron in what could be the greatest piece of car TV in history
), he was taking another new product for a spin: the Parmigiani Bugatti Super Sport watch, which launches early next year. It’s not the first time Bugatti has collaborated with Parmigiani Fleurier (a prestige watchmaker, established in 1996 by Michel Parmigiani in Fleurier, Switzerland). After launching his first Bugatti-branded watch in 2001, Parmigiani revisited the exclusive partnership in 2004, when he produced the innovative type 370 watch with Bugatti, remarkable for its diagonally mounted face, which can be easily read while driving. The Bugatti Parmigiani Super Sport is a souped-up, extremely limited-edition watch (only 30 will be produced) that develops the type 370 design, but is also inspired by the Super Sport car, incorporating a composite carbon fiber into its design via its hour wheel, and echoing the arc of Bugatti's signature oval in its 18ct gold casing. All 337 individual parts of the watch are manufactured by Parmigiani in Switzerland, save the watch strap (each one of which is made to the customer’s order), which comes from Parisian leather titan Hermès. As in the type 370, all the watch's components rest on a vertical axis, so the time is neatly visible when holding the steering wheel of the Super Sport, even if you're screeching down the road at hundreds of miles an hour. And compared to what you might spend on the car (a cool $2.5M), the $259,000 timepiece will seem like the merest of extravagances.