Superlative - Function Over Luxury: Giovanni Moro on UNIMATIC’s Tool Watch Philosophy

On this episode of Superlative, host and aBlogtoWatch founder Ariel Adams sits down with Giovanni Moro, co-founder of the Milan-based independent brand UNIMATIC. Giovanni shares the story of how two industrial designers transformed a shared passion for collecting into a globally recognized watch company. From the early days of designing the Modello Uno without a business plan, to building a reputation for stripped-down, functional tool watches with strong design integrity, Giovanni explains the philosophy that continues to drive UNIMATIC forward. The conversation explores how Italian culture, industrial design principles, and a focus on timeless archetypes inform UNIMATIC’s unique aesthetic, as well as why the brand has resisted luxury-driven trends in favor of fair pricing and authenticity. Listen in on their conversation as Giovanni highlights the brand’s celebrated collaborations, the balance between limited editions and core collections, and the future of UNIMATIC as it continues to evolve while remaining true to its founding values on this week’s episode of the Superlative Podcast.


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