New global licence agreement signed for watches and, for the first time, jewellery

Moschino SpA, part of the AEFFE Group, and watch and jewellery sector leader, the Binda Group, announce the signature of a 5-year agreement for the licensed production and marketing of watches and jewellery under the Moschino CheapandChic label. The partnership matches Moschino CheapandChic’s creativity with Binda product reliability not only for the creation and distribution of the new line of watches but also for the jewellery collection debut. The first collection under the agreement has been presented during Baselworld 2008 and the agreement is renewable for another 5 years.

Owing to its experience and the sensitivity it has already acquired in the fashion sector, the Binda Group will be responsible for producing and marketing the watch and jewellery collections in Italy and the rest of the world whilst Moschino will dedicate itself to the creative direction.

“This new licence is another step forward for the consolidation of our presence in the Italian and international luxury market,” confirms Marcello Binda, CEO of the Binda Group. “We chose Moschino CheapandChic as we shared the same vision centred around innovation and original styles as the keys to success along with the maintenance of high quality standards. With its unique, characteristic style, the watch and jewellery line will be able to satisfy the expectations of the most demanding consumers,” concludes Marcello Binda.

“The Moschino CheapandChic line, with creative direction by Rossella Jardini, is enriched by new products which can maintain the Moschino brand values, such as originality, quality, research and innovation. We have found these qualities in the Binda Group and this makes them an ideal partner for us. By uniting our enthusiasm and dynamism, we are sure to be able to meet the challenges of the market in the best possible way” confirms Thierry Andretta, CEO of Moschino.

Binda, a hundred-year old Milanese company owning the Breil Milano, Breil Tribe and Wyler Genève brands, was established in 1906 in a little village by Lake Maggiore where Innocente Binda opened a watch shop. The sale and distribution of Wyler Vetta watches, a brand marking one of the essential stages in watchmaking history, began in 1932. The Breil brand emerged in 1935 and, with its 1994 re-launch via the famous advertising campaign “Toglietemi tutto ma non il mio Breil [Take everything but not my Breil]”, achieved unprecedented success, becoming the undisputed market leader. In 1997 Binda began distributing Seiko and Lorus, which appear among the most well-known brands in the world. 1999 marked another success for Binda: the Group entered the world of sport with the distribution of Nike Timing watches in Italy. In 2000, a licence agreement began for the production and international distribution of the D&G Dolce & Gabbana Time brand and the first Breil jewellery line was launched the year after – it was the first important step towards the creation of Breil lifestyle. In 2002 Breil’s message became more international with “Don’t Touch my Breil”. The first collection of Breil leather goods was presented a year later. 2005 saw the start of production of the D&G Jewels and Trudi Jewels jewellery lines, as well as the opening of new subsidiaries abroad. In 2006 the Breil Milano fragrances line was launched. In 2007 four new brands are enriching the Group’s portfolio: Breil Milano Eyewear, Paris Hilton Watches, Glam Rock watches and Moschino Cheap&Chic watches and jewellery. Currently the Binda Group distributes its products in more than 50 countries throughout the world and is present with its own subsidiaries and/or production plants in the USA, Spain, Portugal, Germany, China, Switzerland and Hong Kong; it employs more than 350 people in total. The consolidated turnover for 2006 was 253 million Euros.


Moschino (AEFFE Group) Moschino occupies an important position on the international fashion stage, thanks to its own history, consistency and continuity. The Moschino, Moschino Cheap and Chic and Moschino Jeans collections make their mark by expressing a sense of irony and an absence of prejudice. In fact, as well as encompassing style, trend and elegance, Moschino’s garments speak a social language, one which its founder, Franco Moschino, discovered in human rights, pacifism, ecology, breaking conventional moulds and “struggling against the obvious”. Rossella Jardini has been Moschino’s Creative Director since 1994. Responsible for the brand image and style, Jardini fulfils the role of “creative witness”, keeping the stylistic and philosophical approach alive following the death of Franco Moschino (on 18 September 1994), with whom she collaborated from 1981, first with Cadette and later with the signature label. The owner of the Moschino labels is Moschino SpA, heir to Moonshadow, the company founded by Franco Moschino, which was acquired by Aeffe SpA (producer of Moschino since 1983). “Moschino Far East” was set up in 2002 with its head office in Hong Kong, as a joint venture with Bluebell Far East Ltd (Moschino S.p.A. 50.1% - Bluebell 49.9%), which coordinates all the major Eastern markets (Korea, Singapore, Hong Kong, Taiwan and Japan).
Moschino SpA is a subsidiary of AEFFE SpA, a luxury goods company, listed in the STAR segment of the Italian Stock Exchange. The Aeffe Group operates internationally in the prêt-à-porter, footwear and leather goods sectors with very well-known brands including Alberta Ferretti, Pollini and Jean Paul Gaultier, as well as Moschino.

Source: The Promotion Factory

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