Emporio Armani Swiss Made Watch

ChronoCollector

I’ve been part of this watch community for quite some time, and I often see discussions revolving around the usual luxury brands like Rolex, Omega, and Patek Philippe. However, there’s a brand that’s caught my curiosity lately, and I’d like to hear your thoughts on it: Emporio Armani’s “Swiss Made” watches.

Traditionally, Emporio Armani is considered more of a fashion brand than a luxury watchmaker, often known for its quartz movement and fashion-forward designs rather than precision timekeeping. But recently, I’ve seen models that flaunt the “Swiss Made” label, which is both intriguing and slightly perplexing.

Here’s what I’m wondering:

What might Emporio Armani’s strategy be here? Are they genuinely trying to carve out a space in the luxury watch market, or is this merely a marketing tactic to add perceived prestige to their timepieces?
For those of you who have experience or have handled these “Swiss Made” Emporio Armani watches, how do they truly compare in terms of craftsmanship, durability, and timekeeping accuracy with the more established Swiss brands?
What are your thoughts on the potential impact of such branding? Does the “Swiss Made” label on an Emporio Armani watch significantly alter your perception of the brand and its value proposition?
Lastly, would you personally invest in a higher-priced Emporio Armani “Swiss Made” watch, or do you believe your money is better spent on more traditional luxury watch brands?

I look forward to a stimulating discussion and am keen to hear various perspectives on whether this is a genuine evolution or just another marketing gimmick.

OysterJerry

One datapoint that hasn’t been highlighted enough is the supply chain behind these pieces. Emporio Armani is licensed to Fossil Group, which owns Swiss Technology Production (STP) in Ticino. The automatic “Swiss Made” EAs I’ve opened used STP1-11 (an ETA 2824-2 architecture) and the quartz variants ran Ronda. That explains how they meet the post‑2017 Swiss Made threshold without outsourcing prestige.

How do they stack up? The STP automatics are perfectly serviceable: 44 h power reserve, hacking, hand‑wind, typically regulate to _±7-15 s/d out of the box if not specially adjusted. Sapphire, decent dial furniture, competent case finishing, but nothing on the level of Longines/Oris in movement finishing or casework. Water resistance tends to be modest. After‑sales is the bigger caution: servicing funnels through Fossil’s network, resale is weak, and independents can service STP but brand parts (crowns, crystals) aren’t as straightforward.

Strategically, this reads as a halo line to lift ASPs and keep design‑led buyers in‑house rather than a push toward haute horlogerie. The “Swiss Made” stamp doesn’t change collector perception much; it does reassure department‑store buyers.

Would I spend retail? Only if the design really clicks. Otherwise I’d buy these pre‑owned (they depreciate heavily) or put the same money into Tissot/Longines/Oris-or, if you want a fashion house that’s truly invested in watchmaking, Hermès or Chanel.