As the 2014 FIFA World Cup continues, another luxury
watchmaker besides Hublot is aggressively capitalizing on Brazil’s Green and Yellow
and the international football frenzy we are enjoying this year.
Enter GaGàMILANO, with its exuberant colors and
flamboyant, playful dial-style Arabic numerals. I first became aware of the company
last month when I saw an ad for it and its Quirky Tourbillon in Taschen’s Spring
magazine. My reaction to it was “what a clever use of
the word “quirky”! Meaning for me a
peculiar or extravagant action.
And its visual Action and Attraction we get from GaGàMILANO’s Brasile World Cup Collection’s Manuale 48 MM,
a limited edition of 300 pieces paying tribute to six cup competitors: Brazil, Italy,
Japan, Argentina, Spain and England.
Each of the collection’s dial face design is anchored by a green soccer field
and the phrase, “Brazil 2014” with the year done in yellow above a soccer ball. What distinguishes
the country-specific models are the national flags that separate the dial
numerals.
 |
| Brazil |
 |
| Italy |
 |
| England |
GaGàMILANO has retailing partners in all of these countries except
Spain and England. Although there is no
GaGàMILANO USA watch design for the 2014 FIFA World Cup, the company offers a Manuale 48MM/Las Vegas model. GaGàMILANO has
eight dedicated boutiques internationally with one in Beverly Hills and another
in Honolulu.
A relative newcomer to watches and
other luxury goods (sunglasses, handbags, jewelry and even an iPhone cover), Ruben
Tomella founded the company in 2004. According
to the GaGàMILANO website, “Gagà” is an old-fashioned expression, very popular
in the '50s, to define a kind of man more timely than ever: elegant but quirky,
careful to fashion trends always revised with irony and elegance, without
neglecting details.”
Expect greater overall brand familiarity and popularity and in
its watch line-up collections, even more surprising visual punch in its dials and mechanical movements.
So who which team or teams are you supporting in the World Cup this year and which watchmaker do you champion with or without a 2014 FIFA edition?
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