5 Questions To D1 Milano

Virtuozity sits with Dario Costantino Spallone, CEO of D1 Milano, to learn more about his hybrid brand.

Could you present yourself and tell us more about your brand D1 Milano?

My name is Dario I am the Chairman and CEO as well as a co-founder of D1 Milano. The brand officially launched in 2013 during Milan fashion week. Our first collection was a limited edition with only 1000 pieces produced. We were the first to introduce the camouflage pattern on watches at that time.

We, the founders, had a common passion for fashion and watchmaking so we decided to combine the two and create D1 Milano.

What is the D1 Milano concept?

Our product is a standardised watch with a fashion inspiration. The watches are similar but the colours and patterns are different. We treat our watch as fashion accessories.

Besides fashion week, how was the brand put on the map?

At first we were only available in the best department stores in Italy and slowly we expanded. Celebrities started wearing our products without being paid and it was the best publicity we could hope for. Lil Wayne and Tyrese were the first ones to promote the brand just because they loved the products.

When did you decide it was time to expand internationally?

After a short trial in December 2014 we decided to distribute our products at a larger scale. So now D1 Milano is sold in the best luxury department stores in cities like London, Dubai and Milan.

How different is the Middle East compared to the European Market?

Usually in Europe entering a shop is a very long and tedious process. We entered the Middle East market with our partner in Kuwait and very quickly we were able to reach our audience in concept stores in Kuwait City. I feel that in the region if you have a strong product, entering the market is faster than anywhere else.