Giovanni Moro is a designer and co-founder of Milan born and based watchmaking brand Unimatic which interpreting time in Italian way. © Glauber Bassi
“I was collecting cheap vintage watches from eBay, carefully observing and daydreaming about what I would have done differently design-wise.”
Please tell me your background, were you always a designer?
(Giovanni Moro) I was trained as an industrial designer at Politecnico di Milano, and I’ve practised the craft in the furniture industry before starting Unimatic which supposed to be just a side-project or playground for me to combine my watch obsession and the few design skills I had. I couldn’t see myself running a watch company, but I’m very happy that this happened.
and how did you start making watches and Unimatic brand?
(GM) Since I was a student, I was collecting cheap vintage watches from eBay, carefully observing and daydreaming about what I would have done differently design-wise. My juvenile professional background was helpful to criticise this or that in detail. Taking measure, studying best practice, being familiar with proportions and details that are hidden to the naked eye… At some point it took me to a point in which I felt I had an almost sufficient experience in the art of the watch product. Together with my co-founder Simone Nunziato we decided to design and make our own watch. It was more a self-assigned design brief we gave ourselves than an actual business plan or something. The watch if you think about it, it’s a very accomplished, realised, completed item. Years of progressive improvement, trials and errors done by other big companies during more than one hundred years of design evolution lead to a checklist for what a good wristwatch should look like.
What is like building a watch brand in Milan?
(GM) Generally speaking Milano is a very good environment for business. It’s a city that magnetically attracts a number of smart people and supports business. This applies to Unimatic as well.
What is your typical day like?
(GM) I wake up early in the morning, get my coffee and go to the office. Spend the entire day busy working. I like to stay in the office and I do it as much as possible. Unimatic is a little company so there’s a broad range of tasks that are awaiting every day, ranging from designing to receiving customers, through a number of daily activities that includes visiting our assembly line or suppliers, partner, errands and list goes on.
and what are the unique advantages of making watches in Milan that you don’t have in Switzerland?
(GM) I couldn’t live in Switzerland, so I would have given up already (laugh).