In celebration of its 25th year of watchmaking in 2014, Fendi has refocused on timepieces with the acquisition of Taramax SA while announcing the creation of Fendi Timepieces.
At Baselworld 2014, the Italian luxury brand unveiled Crazy Carats wristwatches featuring three gemstone choices on the dial which are revealed by a twist of the crown. Two colour combinations – rainbow, pink and Paraiba blue topaz or rainbow, pink and white topaz – are offered for choosing.
Under the SS 2014 Special Edition, three out of the four Crazy Carats watches are dressed with Fendi’s signature fur adornment on the straps. The mink straps are in pure white, a blazing red or a deep blue, with a limited production of 50 pieces each. Each of the four timepieces is set with precious stones up to nearly seven carats depending on the model. The three stones chosen for this special edition are VVS diamonds, top-quality pink or blue sapphires.
Addressing the new acquisition, Chairman and CEO of Fendi Pietro Beccari said: “After so many years of intense and close collaboration with Taramax SA and following the strong will of the company to invest in watches, the acquisition has been a natural consequence. In addition, this strategic product category perfectly embodies FENDI values as the obsession with the highest quality, precious materials and daring creativity.”
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