FUTURE TRADITION

 

It all started out from an idea – when master clockmaker Tullio Bolletta realised he could blend beautiful Italian style with Swiss technical per fection in a single product. And thus Lorenz was born, in 1934.
Four years later, the company opened its own store in the exclusive Via Montenapoleone, the world-famous shopping street in Milan. Lorenz’s highly distinctive identity evolved over the years, while always remaining faithful to its own principles.
A unique and unequivocal style, and the expression of unconventional elegance, it is characterised by the originality of its design and the absolute quality of its creations.
It is no coincidence that its timepieces have received important awards, such as the Compasso d’Oro in 1960 and the Red Dot Design Award in 2007.
Between the 1950s and 70s, the company’s success was assisted by the presence of other brands, such as Laurens and Bino, which expanded its range and presence on the market.

Lorenz’s solidity and resources were fur ther strengthened with the acquisition, as distributors, of the Casio brand (from 1976), and those of BOSS Watches and Lacoste (from 2007) and Tommy Hilfiger (from 2008), which marked the beginning of the partnership with Movado Group.

In January 2007, Lorenz moved to its functional new headquarters in Novegro, confirming its desire to grow and expand. Just outside the city, and a stone’s throw from Linate airpor t, the new premises have brought together all company functions into a single place, consolidating its corporate structure and ensuring considerable synergies between the various departments.

 

2009 brings with it a new policy of expansion, with the acquisition of the worldwide licence for timepieces bearing the Belstaff brand, an icon of specialist motorcycling sportswear. It comes together with the distribution of Texas Instruments calculators and an expansion of the Lorenz-brand range of products with a licence for eyewear entrusted to Opticaldesign.

 

In the new headquarters are put all together all business units:
 
- R&D department
- Marketing and sales
- Logistic
- Finance
- Design Lab
- PR and ADV

Plus an additional Swiss unit for production and quality control.

Lorenz recognizes as fundamental values

Reliability: strength, persistence and being concrete
Passion: watch making is art, dream and everyday life
Creativity: search for innovation, development of new ideas and new concept