Concept and history
“Sometimes they say that a story has already been written and, looking at the black and white photo taken in 1977 when I was four years old, it certainly seems to be so. Stylish coat, watch on the wrist and Milan Cathedral behind. El Gaga de Milan”
Ruben Tomella
The “Gagà” is the Italian version of the Dandy who, in the first decades of the twentieth century, revolutionized the way of being a “gentleman” in Italy. It is a man who has his own style and does not follow current trends. An elegant, refined man with attention to detail, who stands out from the masses and is envied by them.
We are in the 1920s, when the first Gagà appear on the international scene. The Gagà were recognizable as the style was unmistakable, classic but whimsical, characterized by attention to detail; an accessory could not be missing: the pocket watch.
Over the years, the Gagà have inspired entire generations of men all over the world, including Ruben Tomella, an artist who from a very young age was able to get excited in front of a tailored double-breasted suit.
Thanks to the inspiration of his grandfather and father, entrepreneurs who were always impeccable when it came to elegance, as well as the esteem towards Italian personalities famous throughout the world for their "being Gagà" - such as Gianni Agnelli and Gabriele D'Annunzio - Over the years, Tomella has increasingly developed the desire to create something capable of accompanying the creative man in everyday life.
Focusing on the only true men's accessory, he had a simple but brilliant idea: starting from the past, i.e. the pocket watch, he decided to find a solution to make it "wearable on the wrist".
After having soldered four imposing lugs to a pocket watch given to him by his grandfather and having made a custom-made strap, he began to think about creating a real line of timepieces, where, unlike traditional wristwatches, the crown remained in position at 12 o'clock and the movement was mechanical with manual winding.
We are in 2004; starting from an object in vogue in the past, the "Manuale" by "Gagà Milano" was born, a timepiece destined to write a piece of history.
“The future is in the past”
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