In 1916, master perfumers created a new fragrance in the old town centre of Parma: Acqua di Parma was born. The brand's philosophy is based on excellence, craftmanship and elegance. Each product is manufactured in Italy by masters perfumers, using precious materials and ancestral savoir-faire. Acqua di Parma is the expression of exclusively Italian savoir-vivre. Quality, creativity, elegance and exclusiveness are the values underpinning Acqua di Parma's style. These hallmarks enable aesthetic perfection to grow into an authentic lifestyle. They express luxury that is discreet and never flaunted, always rendered personal, embracing the traditional and the contemporary.