A Beautiful Blend of Italian Design and Swiss Precision
When master clockmaker Tullio Bolletta realized in 1934 that he could combine the Italian style he loved with the Swiss precision he demanded, a new company was born. Tullio called his new company Lorenz and in 1938, he opened his first store in Milan’s exclusive Via Monte Napoleone. The Lorenz brand quickly developed a reputation for innovation and excellence.
In 1951, Lorenz introduced the world’s first 19 and 25 jewel watches that incorporated an Incabloc shock-protection system. In 1960, promising young architect and designer Richard Sapper won international acclaim for the Lorenz Static table clock which can still be seen in the permanent collections of some of the world’s most prestigious design museums; including Triennale di Milano, the Museum of Modern Art in New York, and the Design Museum in Salonika.
The 50’s and 60’s were also a time when the company expanded its range and presence with other brands, including Bino and Laurens. These brand extensions were created to bring Tullio Bolletta’s vision of Italian style and Swiss precision to a broader audience by producing beautiful, top quality Swiss watches at a lower price point than its parent company.
During the 1970’s Lorenz strengthened its position in the industry even further by becoming a major distributor of some of the world’s most popular sport and fashion brands. Lorenz acquired the distribution rights for Casio watches in 1976 and followed by becoming a distributor of BOSS and Lacoste watches in 2007.
As the company grew, it never wavered from its fundamental values. Everything the company undertook was governed by an ongoing commitment to reliability, creativity and passion. Each new collection the company introduced showed the world the creativity and quality that Lorenz had become famous for.
The avant-garde Directime Collection introduced the concept of jumping hours in the 1970’s using three wheels on the left of the dial to indicate the time directly, instead of conventional hour and minute hands.
The beautiful 1980’s Neos Collection re-explored the company’s roots in Italian design and Swiss manufacturing with watches that set new standards for beauty and imagination. This collection earned the prestigious Red Dot Award in 2009 when the collection was re-introduced.
Today, Lorenz has it’s own unique design center. This Lorenzlab Style Center is where some of the world’s top designers, including rising stars like Tony Lanzillo explore new frontiers in the watchmaker’s art. The results are often spectacular. World famous yacht designers Officina Italiana Design have designed the new Aquitania Sports Collection for Lorenz. The amazing timepieces share the same style and attention to detail as Officina Italiana Design’s famous Riva yachts.
Each new Lorenz creation is stunningly original in style and personality. Inside these fabulous contemporary designs beats the heart of a Swiss masterpiece. This unique combination of accessible style and Swiss quality is what makes a Lorenz watch unique. With over 70 years of experience in meeting the needs of real world watch enthusiasts, Lorenz is ready to face the future with precision, passion, care and dedication.
Gevril Group US Agent for Lorenz Watches
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