Made to match the bags and leather goods of the brand, the new Selleria offers women the fun option to change the strap to any colour they fancy in the blink of an eye.
Italian fashion brand Fendi is as versatile a brand as any label is going to get. In its colourful portfolio are iconic designs in clothing, bags, shoes, eyewear, home furniture, and, of course, watches. One of its most renowned timepieces is none other than the Selleria collection that has captured the heart and enamoured savvy women around the world.
This year, the Selleria watches will be getting a new look that maintains all the best features of the Fendi classic, but updated with more steamlined features for a newer, fresher take. More feminine and specially designed to exude a timelessness that will always keep it relevant no matter the era, the new releases now come complemented with diamonds and mother of pearl, promising a more sophisticated package.
To learn more, we got Fendi creative director, Silvia Venturini Fendi, to tell us about what went into the design and manufacture of the timepieces and which happens to be her favourite.
Fendi creative director, Silvia Venturini Fendi
What inspired the creation of Selleria?
The Selleria line was born in the thirties, some years after the brand’s foundation. My grandparents, Adele and Edoardo, opened the first Fendi boutique in Via del Plebiscito, where they watched the aristocracy’s carriages passing by on their way to the Appia. While observing them, Adele came up with the idea of contacting master saddlers because the finishings made for the carriages and for the horses seemed both very technical and very elegant. She started to collaborate with artisans who had never made bags before and who were quite skeptical at first. After a while, this feeling passed and it became a savoir-faire passed down from generation to generation.
What differentiates Selleria from the other lines?
The spirit of the Selleria line relies on the culture of hand-made products made with considerable expertise and attention to detail, combined with a twist of creative intuition. Another characteristic is the iconic Cuoio Romano leather, with a highlighted and contrasting raw-edge cut, as well as with personalized stitching. Today, as in the past, there is a continued belief in the importance of making everything by hand and FENDI continues to work on the craftsmanship of the line, giving life to unique, numbered and limited-edition pieces.
How did you apply Selleria’s craftsmanship to the watches?
We drew our inspiration from traditional saddle stitching when designing the Roman numerals on the dial. This detail gives an authentic couture look to the watch. On some models, the stitching pattern also adorns the bezel. To create the refined straps of the watch collection, we used the iconic Cuoio Romano leather. Hand-stitched using the same technique as the Selleria bags, the straps demonstrate FENDI’s savoir-faire and true passion for craftsmanship.
Could you tell us more about the new Selleria timepieces?
We are very excited to launch a complete new line; streamlined and more sophisticated. To add a feminine touch, the dial is now crafted in mother-of-pearl while the leather strap now has a restrained, simple and authentic style. To create this new line, we focused on Selleria’s origins: timeless designs with a focus on top-quality, hand-made products. The range includes stainless steel and two-tone models, as well as exclusive pieces beautifully adorned with diamonds.
What are the new colours used in 2014 for the Selleria straps?
The colors match beautifully with the bags and the leather goods collections. We have chosen classic colors such as black, pure white, latte, asphalt grey and toffee, along with seasonal colors such as poppy red, turquoise sea, night blue, pink and orange. Thanks to its simple and easily-interchangeable strap system, the Selleria watch offers women the ability to use any color in the blink of an eye.
Which is your favourite model?
I am in love with the collection but I particularly like the special edition which is beautifully adorned with diamonds. Featuring 1.12 carats of sparkling diamonds, this precious timepiece offers ease of interchangeability and multiple color combinations. If you like having choice, the Selleria will be the perfect companion.
(Photos: Fendi)
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