Just announced by Parmigiani Fleurier is its new “Helping Heroes” initiative in North America, and it really is one of the more compelling actions take by watch brands in the throes of the Coronavirus pandemic. In an effort to raise money for healthcare institutions, the brand is allowing for donations made to local pre-approved healthcare institutions to be matched by Parmigiani as credit towards select watches from the brand’s Tonda collection (a couple of which are seen in this article). Note that the “Helping Heroes” initiative will run from now through April 30th.

Parmigiani Tonda 39 Qualité Fleurier

One detail here is that if the amount is going toward a watch, it is valid for six months. If someone chooses to donate the full amount toward a watch, there will be a 24-hour period in which the brand will hold the watch, during which time the retailer will be provided the receipt or proof of donation. President of Parmigiani Fleurier Americas Gustavo Calzadilla says, “The Helping Heroes program is a small way we can encourage individuals to give back to our healthcare workers and stand together. It is our hope that the program will sway those who were considering making a donation to act on it.”

In conjunction with “Helping Heroes,” Parmigiani is also launching an e-commerce platform that is designed around supporting its retail partners in the United States and Canada. This basically allows for buyers to make purchases online while supporting their local retailers. When checking out, you are given an instruction to select the retailer that is being credited with the purchase, and if left blank, Parmigiani automatically credits the closest retailer to the delivery location. Note that this e-commerce platform isn’t directly connected with the “Helping Heroes” initiative, which is done directly through retailers. In fact, I believe there is only one watch that overlaps between these two.

Parmigiani Tonda 1950 Squelette

It’s an absolutely brutal time for everyone right now, and I am appreciative of this kind of novel effort by Parmigiani in supporting healthcare institutions, as well as retailers, which need all the support they can get.  Good job, Parmigiani. More information on the Helping Heroes initiative, as well as the U.S./Canada e-commerce platform supporting local retailers can be found here at parmigianiamericas.com.