Seiko Champion

My all-time favorite watch, at least from the perspective of style, is still the Manometro by Guiliano Mazzuoli. All told there are now 5 models, 5 dial colors, and 5 case treatments to choose from, but I still prefer the basic timepiece with no complications.





In the part of my mind where my hobby and my job meet, the “Generations” ads from Patek Phillipe is one of my favorite advertising campaigns in the watch world. I’ve now seen these two concepts come together in Mazzouli’s current advertising, although in a unique and non-derivative way.





Italian advertising agency owner Oliviero Toscani has come up with ads that feature the watches on the arms of two generations together – in one is Mazzuoli and his two sons, in the other is Toscani and his son. The tag line is “tali padre tali figlio”, or roughly translated “like father, like son”. (thanks for the translation help, Alfredo)

Giuliano, Emiliano e Tommaso Mazzuoli , Oliviero e Rocco Toscani.

Oliviero Toscani interprets Giuliano Mazzuoli’s creations in an advertising campaign that represents genuine values and timeless passion and elegance.

The Manometro watch combines a tradition of creativity and innovation with quality craftsmanship and aesthetic beauty. Manometro’s style bridges the generation gap and represents values that are passed down from father to son. Oliviero Toscani and Giuliano Mazzuoli appear in the campaign with their respective sons.

I find these to be very Italian ads – men (even father and son) touching each other’s faces would simply not fly over here, in personal space aware and standoffish (not to mention homophobic) North America. Looking at ads from other countries, for me is always an interesting interruption to our normal lack of awareness of cultural differences over here.

I wonder on the humorous side … did Mazzuoli get a discount on the creative, by suggesting he’d let Toscani and his son be the stars of one of the ads? Or did Toscani get paid more by adding value and very appropriate additional spokespeople by suggesting this himself?