What do you get when you set out to create a professional dive watch that combines Italian flair with timeless design? The Modello Uno from Unimatic.
I recently spoke to Giovanni Moro from Unimatic to learn more about the brand and what inspires them and keeps them motivated. MBWW questions in Italics, answers provided by Giovanni.
Who are you and what is your background?
We are Simone Nunziato and Giovanni Moro, two Italian industrial designers. We studied together product design at Politecnico di Milano. Nowadays we live and work as freelance – Giovanni in Milano, Italy and Simone in London, Uk.
What inspired you to start your brand?
We always loved watches. Vintage, classic and modern, with a particular attention to design related details because of our background.
Unimatic is a design-research lab, we want to develop our ideas into concrete products we can produce in small runs.
What features do you look for in your perfect watch?
My interest is the coherence in the design, technology and price: I don’t like decorative design neither in product nor in watches.
What are your design influences?
There are many many different: this is because the watch, and the diving watch in particular as our Modello Uno, is an “accomplished” product. I mean that the design of a diving watch is a very recurrent theme, and from Blancpain Fifty Fathoms on I think that in more than 50 years of progression, we have some very good designs.
If I shall quote only a few I would say that we like vintage divers such as Blancpain, Omega and Rolex, while in the modern product lines I like Sinn watches.
What do you think your greatest challenges are in establishing your brand?
There’s a cocktail party problem… many brands need to be seen and heard in a very competitive environment. We don’t use big sponsorship or wow-effect features, so we need a more cerebral/mediated contact with the public.
Where do you see the micro brand watch segment going in the future?
I think that third party production facilities are a great resource to see very good ideas come to life. I know there are many competitors doing a very good job on their products and with a serious planning. I’m only afraid on many “crowd funding style” brands who can pollute the market with low-end products.
Are you working on anything at the moment?
Yes we are working on a new model for 2016, but first of all we want to reach as many customers as possible with the Modello Uno – to give to many the chance to see our quality in flesh.
What are your plans for Unimatic in the future?
We want to be known as a serious player in our market niche, we are not seeking huge numbers but to design, produce and sell only products we love.