EMPORIO ARMANI | Emporio Armani introduces its first Swiss Made collection of watches
EMPORIO ARMANI
The First Swiss Made Collection
Emporio Armani Swiss Made Arrives
At Baselworld, the world's largest watch trade show, held in Switzerland in March 2014, Emporio Armani unveiled its first-ever Swiss Made watches. The collection launched globally on the same day. The lineup is a fusion of Armani's signature tailored style and the time-honored craftsmanship of Swiss artisans.
Text by KOIZUMI Yoko
A New Challenge for the Brand
Giorgio Armani, who launched his eponymous brand in 1975 and is approaching his 40th anniversary next year, has embarked on a new challenge with Emporio Armani, one of his main brands. This is the Emporio Armani Orologi Swiss Made Collection, announced at Baselworld.
As the name suggests, this is a collection composed of models manufactured in Switzerland. Giorgio Armani stated, "The Baselworld venue is filled with the highest level of creativity. To continue to earn a solid reputation in such a place is a great challenge for myself," expressing his ambition to leverage his extensive experience and build trust.
Emporio Armani Orologi was launched in 1997. Offering an authentic, simple, yet original lineup, the brand has consistently created fashion-forward, mode-inspired timepieces.
BRIGHT MESH
GLOWING ROSE
MELTING GOLD
For this new collection, the brand draws inspiration from the ultimate elegance of the 1930s and 40s, a period deeply cherished by Giorgio Armani. The collection offers five series, including "Melting Gold," "Glowing Rose," and "Bright Mesh," blending Armani's signature modernity with refined sophistication.
These models are characterized by their classical case forms and the delicate hues used in the dials and cases. The brand's commitment to clothing design, emphasizing "materials that flow and follow the lines of the body," is also reflected in the material-focused designs, creating a unique charm.
These timepieces showcase the watchmaking expertise that Switzerland has cultivated over many years. It is the birth of a collection that unites Armani's unwavering aesthetic sensibility with Switzerland's high watchmaking technology. This autumn, new automatic models, GMTs, and a series in the brand's iconic navy blue are planned. With a total of 100 models in the collection, the level of focus is evident. The future looks exceptionally promising.
At Baselworld, where this collection was unveiled, the brand presented a booth designed like a vault. It was reportedly constructed using 400 tons of metal. The unique approach of displaying watches inside the vault attracted significant attention from visitors.
EMPORIO ARMANI SWISS MADE
Emporio Armani Swiss Made
Price: ¥87,000 - ¥168,000
Available at: Four Emporio Armani directly managed stores in Ginza, Aoyama, Osaka, and Nagoya, as well as other authorized retailers.
Giorgio Armani Japan
Tel. 03-6274-7070
http://www.armani.com/