The Italian luxury brand presents a new chronograph created for men looking for a masculine and urban watch with a sophisticated feel.

Italian luxury House has roots dating back to 1925 but it only entered the watch business in 1988. Over the relatively short period, the brand has expanded its propositions for both women and men, combining the Italian taste for style and the Swiss penchant for craftsmanship.

The brand’s growth in the timekeeping space can be seen with the Momento Fendi collection, which was launched about two years ago. The collection is equally sporty and elegant and consists of several models in both quartz and automatic versions.

Momento timepieces also have nice recognition value, particularly by the collection’s modern cushion-shaped case. I’m a big fan of this surprisingly relatively rare shape, which strikes an excellent balance between the simplicity of the round form and a more dramatic geometric shape.

Now, the brand has released a new member to the Momento family which follows the same design aesthetic, simply named the Momento Fendi Chronograph.

The new watch sports a masculine look made with the refined urban warriors in mind. It features a three-counter chronograph – powered by a Swiss quartz - with that same distinctive look that celebrates the Roman Maison’s unique fair.

The chronograph comes in two 46mm editions – which are slightly larger than the predecessor models. The all-black edition is a bolder statement, while the polished and satin-brushed stainless steel model gives a more classic yet sporty feel.

Another special feature of the Momento collection happens when the minute hand and the second hand meet. Every time the hands overlap they form an impression of the Fendi signature for a brief second.

In this case, the magic happens when the chronograph second hand and the printings on the minute hand overlap. The fleeting presence of the signature offers a whimsical effect to an otherwise inconspicuous timepiece, making the final product a bit more special than first meets the eye.