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Pisa is a name that among timepiece enthusiasts and collectors in Italy and around the world is associated primarily with watches and rightly so: the origins of the Milanese retailer date back to the 1940s and the official name of the the company, Pisa 1940. The roots and links with the world of watchmaking did not, however, prevent the company from opening up to jewellery, a choice strongly supported by Chiara Pisa, managing director and third generation of the founding family. Today in the main Pisa 1940 store, in via Verri 7, there is a floor dedicated to jewellery, introduced in 2018. An offer that includes fashion houses such as Boucheron, Chaumet, Chopard, Messika, Palmiero and Piaget, alongside the proprietary brand, Pisa Diamanti, protagonist of a beautiful initiative with Istituto Marangoni.
«We usually give jewels a meaning that recalls the stories and metaphors they contain, but we often don’t think about the design and communication work that tells us the values of the brand and stimulates our imagination», explained Chiara Pisa on the occasion of the presentation of the project. Pisa 1940 involved the students of Istituto Marangoni Milano, who conceived and produced new editorial content for the company’s website and social media. For the girls and boys of the school it was an opportunity for direct contact with the world of work, to put their studies into practice in the face of the objectives and difficulties that professionals in the sector encounter on a daily basis. Francesca Giussani, Sabrina De Lorenzo, Klara Sladkova, Simone Bandiziol and Adriana Duenas Yerovi, third year students of the Fashion Styling course, led by the program leader of the Marangoni Fashion Styling area, Michela Guasco, created shootings that reinterpret the Pisa Diamanti brand: contextualize the jewel through the creation of some images consistent with the brand that go beyond the usual stereotypes.
Space for jewellery, therefore, but naturally without forgetting watches: among the recent innovations, the introduction, in the flagship store in Via Verri 7, of the independent high-end watchmaking brand Singer Reimagined. The brand, based in Geneva, is part of the Singer group, a Californian company renowned for the restoration and reinterpretation of the Porsche 911, and was born from the meeting between Rob Dickinson, founder of Singer Vehicle Design, and Marco Borraccino, entrepreneur and mind visionary behind the watch design. «Being Milanese, I am very proud to see Singer included in the very selective and curated portfolio of independent watchmakers of Pisa 1940 – explains Borraccino -. Singer was created to explore creative and ingenious solutions to improve the functions of traditional watchmaking. What better exposure than being in Milan, the world capital of design and creativity.”