hr:

Pax Romano: all-Italian licencing agreement between the historic motorcycle producer and the leading luxury watches and accessories manufacturer.

Special
4 Year Subscription US and Canada
Pay for 2 years and get
hr: for 2 more years Free.
Save 50% off US newsstand price.
Free Shipping
Click Here

After a year of triumphs for the Bologna brand, finishing on top in the MotoGP world championship title, Ducati has chosen the Binda Group as its licensed worldwide partner for the production and distribution of a new and exclusive line of watches bearing the Ducati and Ducati Corse brands.

The agreement entails the production of a collection with a strong personality that reflects the standards of excellency of both companies. The Binda group’s trademarks of quality, attention to detail, embodiment of fashion and passion for design, combine with cutting edge engineering, research, and Ducati’s typical dynamic and determined character, in a new and prestigious range of watches dedicated to “Ducatisti” (Ducati fans) and, more in general, to all those who love sports and new trends. Sporty watches that will come to symbolise Italian superiority in technology and design; these are cool items for real trend-setters.
“The project with Ducati strengthens Binda’s presence in the sector of sport watches” according to Marcello Binda, chairman of the Group. “We are proud of this partnership which is driven by the winning spirit that so clearly supported the Ducati team during the last Moto G.P. championship. To produce and distribute the new Ducati  and Ducati Corse lines means capturing the essence of this truly Italian legend, in order to enjoy the same level of international success in terms of design as has already been achieved in terms of performance”.

“We are proud of this agreement which allows us to transfer the Italian excellence which we express on the racetrack to an object, such as the watch, that best represents the spirit of the wearer” says Gabriele Del Torchio, chairman of Ducati and President of Ducati Corse “The partnership with the Binda Group represents the perfect match in every sense, as it joins together Italian character and excellence of design and components.”

 
Binda, the hundred-year-old Milanese company that owns the Breil Milano, Breil Tribe and Wyler Genève brands, was founded in 1906 in a small town on Lake Maggiore when Innocente Binda opened a watchmaking shop. In 1932 the sale and distribution of Wyler Vetta watches began. The brand marked one of the most significant steps in the history of watchmaking. In 1935 the Breil brand was born, which was subsequently relaunched in 1994, thanks to the famous advertising campaign “Toglietemi tutto ma non il mio Breil” (You can take off everything except my Breil) it obtained an unprecedented success and became the clear market leader. In 1997 Binda beacame the distributor for Seiko and Lorus, two of the most well-known watch brands worldwide. In 1999 there was even more succes for Binda: the Group teamed up with the world of sport with an Italian distribution agreement for Nike Timing watches. In 2000 the Group received the licensing agreement for the production and international distibution of the D&G Dolce & Gabbana Time brand and in 2001 the first line of Breil jewellery was launched, and represented the first important step towards the creation of a Breil lifestyle brand. In 2002 the Breil slogan evolved into the more international “Don’t Touch my Breil”. In 2003 the first collection of Breil leather accessories was presented. The year 2005 saw the commencement of production of the D&G Jewels and Trudi Jewels jewellery lines, as well as the opening of branches in Miami, Germany and China. In 2006 the Breil Milano fragrances line was unveiled. In 2007 four new licensing agreements added to the Group’s brand portfolio: Breil Milano Eyewear, Paris Hilton Watches, Glam Rock watches and Moschino Cheap&Chic watches and jewels.
Currently the Binda Group distributes its products in over 60 countries worldwide and is present with its own branches and/or production units in the USA, Spain, Portugal, Germany, China, Switzerland and Hong Kong. It employs a total of more than 350 people and in 2006 the total group turnover was €253 million.

Ducati, founded in 1926, produces sport motorcycles, characterized by powerful “desmodromic” engines, innovative design and avantgarde technology. The range of Ducati motorcycles covers seven market segments, that vary in terms of technical and design characteristics and type of client: Superbike, Super Sport, Monster, Sport Touring, Multistrada, SportClassic and the brand new Hypermotard. The bikes are sold in over 60 countries worldwide, with a greater concentration in the European, Japanese and South American markets. Ducati has won fourteen of the last sixteen Superbike World Championship titles and more individual victories than all of its competitors put together. Since 2003 Ducati also takes part in the MotoGP World Championship and this year won its first pilots’ world title with the young Casey Stoner.

 

Related Posts

• Ducati Fashion Euro-Style