Innocente Binda’s intuition had already alerted him to the potential of a creative approach to publicity, way back in the Thirties. He had several watches with Incaflex movement thrown from the top of the Eiffel Tower, in order to demonstrate the reliability and resistance of the Wyler Vetta products. The movement worked perfectly after being dropped three hundred metres and this became the first publicity stunt in the history of the Company. This was how Binda associated its products with the value of excellent design, the use of high quality materials, and also with the actual idea of modernity that was evoked by the Parisian tower. This sensitivity with regard to communication, which is fundamental for anyone operating in the world of style, has characterised all the publicity choices made by the Group. The strongly innovative capacity of the approach and the message marked the relationship between brand, sector and the media. For decades, watch producers had been investing only in the medium of print; Binda chose television and undermined traditional models, thus surprising the market and
encountering success amongst consumers. The Binda brands’ methods of communication, with their strongly emotional impact, forged ahead into new territories of expression, creating phenomenal new trends. A publicity campaign that was at the centre of the re-launch of the Breil brand in 1994 has entered into the history of communication. A claim that was inspired by sensuality and dynamism, «Toglietemi tutto ma non il mio Breil», had a decidedly strong impact on Italians. It then became associated with actresses and top models such as Monica Bellucci, Shana, Carré Otis and Jane Campbell, and helped make the brand the leader of its market. When the claim went international with «Don’t Touch my Breil» in 2002, it helped the brand’s fame to spread on an international level. 2007 sees Charlize Theron as new ambassadress for the Breil Milano brand worldwide, not only on account of her natural beauty but above all her modern personality. She has been assigned the important role of following the brand in its international expansion and in the development of the high-end segment of Breil Milano. 2008 sees Charlize Theron again with Breil Milano. In these coming campaign she will show not only Breil Milano watches and jewels but also the new lifestyle extensions of the brand, like leather bags and eyewear glasses. Breil Milano has also the male face of famous actor Edward Norton, featuring Breil Milano watches and jewels. 2009 saw an actual return to the natural origins of the Breil brand and, at the same time, the claim ”Take everything, but not my Breil” which has made it so famous over the years. The new campaign, targeting a public with a strong personality, strongly reiterates the original values which made it an iconic brand.
Binda’s three main business units are watches, jewelry and leather. It produces and distributes its own brands, including Breil Milano, Breil Tribe, Wyler Genève and Details.
The company also licenses watch and jewelry brands from Dolce & Gabbana (D&G Time and Jewels), Moschino CheapAndChic, Ducati and Nike. In 1997
Innocente Binda opens a watchmaker’s shop in a small town on Lake Maggiore; this is just the beginning of an enterprise that would, in future, make his company the most important of its kind in Italy.
The sale of watches by Wyler Vetta begins; the brand which marks a pivotal milestone in the history of watches thanks to Incaflex, a revolutionary system with a double-armed balance wheel that makes it shockproof, finally allowing watches to be worn in a relaxed and functional way.
Italy are the World Champions for the first time ever and Wyler Vetta is on the wrist of most of the champions in the National squad: Meazza the captain, Pozzo the trainer and Combi the goalkeeper all praise the watches for their reliability, infrangibility and resistance to shocks.
This is the year in which the first automatically self-winding Wyler Vetta watch is made, one of the first completely automatic models to be created with a patented movement.
The beginning of a great success: this is the year that saw the release of the first watch by Breil; already the first watches were distinguished by their feeling for the aesthetic trends of the moment and by the careful design research involved.
The beginning of a great success: this is the year that saw the release of the first watch by Breil; already the first watches were distinguished by their feeling for the aesthetic trends of the moment and by the careful design research
In Paris a great public show of the resilience of Wyler Vetta watches takes place; a number of watches are thrown from the Eiffel Tower, a drop of 302 metres, and found to be still intact and in perfect working order.
The arrival of Radius. A young eclectic brand that, with its excellent quality and eye-catching appearance, carves out a large share of the lower price range of the market.
Beabourg is the watch of the year; a watch that brings back the elegance and uninhibited style of the Thirties. Beabourg launches the button strap fashion and establishes itself as a watch of sober style and refined design.
Pareo is born: the colourful dials and energetic young design make it the summer phenomenon for this year.
Hip Hop is the new watch with both bracelet and case in coloured rubber. Designed to express young people’s vitality and character. Hip Hop establishes itself with vivacious chromatisms, novel materials and a distinctive fragrance.
This is the year that re-launched Breil with the famous publicity campaign and the claim ”Take everything, but not my Breil” which achieved an unprecedented success and indelibly fixed the company brand in the mind of the consumer.
Binda acquires the distribution rights to Seiko and Lorus for the Italian market; two of the most well-known brands in the world thanks to their synthesis of technology and aesthetics.
This is the year that the D&G fashion house make their entrance into the world of watchmaking with Binda.
An important stage for Binda: the first collection of “Breil Stones” jewels.
2002 is a fundamental year for Binda which, amongst other things, registers market leadership with the Breil brand. The Binda Retail channel is launched: a vital framework that helps to make the world of Breil even stronger and more visible through a successful and dynamic image. In December the first monobrand shop was opened: the Breil Shop is based in Milan on Corso Vercelli. In September the Wyler Vetta brand was re-launched. The programme is aimed at underlining the tradition and the prestige which have made these watches famous all over the world. New functional and versatile collections, characteristically elegant lines with maximum attention paid to technical and design detail. With Wyler Vetta newly positioned on the market Binda releases its Luxury Range Division. In the same year the Breil claim was also changed becoming ”Don’t Touch my Breil”: a strategic
evolution, a move made to support brand internationalisation politics. The new claim had an instant impact and was met by the firm approval of the consumers. An important milestone for Binda: the first collection of jewellery under the name of Breil Stones is released.
2005 marked a year of international success for Binda: Binda Iberia opened in January with its head offices in Barcelona; in February, the American subsidiary opened in Miami, and in September it was the turn of the German headquarters in Monaco. In September two new jewellery brands were also launched: the D&G Jewels and Trudi Jewels collections made their debut on the market. In addition, the licence for the production and distribution of D&G watches was also renewed.
One century after it’s foundation, the Binda Group is celebrating it’s Centenary by looking to the future, and to the challenges and the goals for the next 100 years. From 1st January 2006 Binda will have a new company structure with the objective of enhancing its principle company assets. This structure consists of a holding company, Binda Spa and two specialised companies: Binda Italia Srl and Binda Retail Srl. The opening of Binda Asia, the China branch, is also geared towards the same goal.
Binda launched the first Breil Milano eyewear line and obtained distribution rights for Italy of the Paris Hilton Watches brand and of the Glam Rock watches brand for Italy, the US and Canada. This is in addition to world
licensing agreements for the Moschino CheapAndChic, Ducati and Ducati Corse watch and jewellery brands. The Binda Group now distributes products in over 60 countries. At the end of 2007 Binda UK opened, joining those in the USA, Spain and Portugal, Germany and China. The B-Hip! distribution project is launched. Stores that sell all the Group’s brands.
Binda launches a new jewellery brand – Details – on the market. Breil Milano Leather launches N° Zero, the new women’s bag for day and evening. A new concept is introduced for the Breil shops and the first stores to be restyled are those in Florence and Barcelona. New monobrand stores opened in Berlin, New York and Roma. Binda do Brazil opens in São Paulo. The Binda Group acquires US Geneva Watch Group.
From BindaGroup website.