“Clothes are meant to be worn, mended, and passed down; they must stand the test of time”: I remember this quote from an interview with Alessandro Squarzi, which perfectly captures his approach to his work.
His approach to creating clothing shares many similarities with the world of watchmaking; in both cases, the object is designed to stand the test of time and remain in the memory of those who use it.
The collaboration between two Italian icons, Fortela and Pisa 1940, represents a natural union born of a shared pursuit of beauty and timeless charm, and a commitment to quality over fleeting trends.
Scatola del Tempo provides the inspiration: a new design for their Pochette 4, shown here in true Fortela style, with all of Squarzi’s effortless charm.
Fortela: Alessandro Squarzi’s Creative Studio
From promoter of ice cream products to co-founder of Dondup and creator of the iconic Fortela brand, Alessandro Squarzi has made his innate style his trademark.
Deeply fascinated by military imagery, workwear, American and Western influences, and vintage styles, he creates products designed to transcend fleeting trends, focusing on manufacturing excellence and the emotion that each garment conveys to the wearer.
Squarzi is (especially among those in the know) a well-known watch collector who, by his own admission, has little interest in model numbers and technical details but is driven by the search for pieces, almost always vintage, that resonate with him. He developed a passion for timepieces at a young age thanks to an uncle and took his first steps into this world during the very years that, in hindsight, were destined to give rise to the iconic models celebrated to this day.
Just as in fashion, she prefers well-made items, where quality comes before the latest trends, a blank sheet of paper on which you’ll write your story together with him.
Pisa 1940: From Workshop to Boutique
The Pisa family originated in a small village in the Reggio Emilia lowlands and later moved to Milan, where Divino Pisa began his career in the world of watchmaking, founding Italy’s first watchmaking school in the 1930s.
In 1940, Osvaldo Pisa founded a small workshop on Via Pietro Verri that specialized in watch repair and service. The sale of prestigious timepieces and the workshop’s exceptional quality helped build the store’s reputation, which was further enhanced during those years by the extraordinary innovation of his brother Divino: a watch powered by Earth’s magnetism, patented in 1957, which is still on display at the Museum of Science and Technology in Milan.
Following the passing of Ugo, Osvaldo’s brother, management passed to his daughters Grazia and Maristella, who played a pivotal role in shaping Pisa Orologeria’s identity. The 2000s saw the launch of the brand’s standalone boutiques, and the third generation is represented by Chiara Pisa, who is guiding the company toward an increasingly international presence. In 2024, the name evolved to Pisa 1940, reflecting the company’s desire to blend its past with its vision for the future.
The Collaboration Between Pisa 1940 and Fortela
The project was born out of a collaboration between two Italian leaders in their fields, united by a shared pursuit of good taste and timeless style.
Fortela’s creative vision meets the quality of Pisa 1940, coming together in this project: a case for four timepieces bearing the Scatola del Tempo brand.
The Como-based company provided the design for one of its watch holders, giving Squarzi and his team complete freedom to tell their story; PISA 1940 brought the project to fruition, bringing together the expertise of both companies in this collaboration.
The Pochette 4 takes on the Fortela look with two versions, one in American cotton and one in Japanese denim, recurring elements in Squarzi’s collection, showcasing the brand’s ability to infuse a design with natural charm and an instantly recognizable style: exactly what makes the heart of a fan of this Romagna-based brand beat faster.
Its laid-back style makes this item perfect for any occasion, ready for any trip and any adventure—just like a Fortela garment.
Our Thoughts
These crossovers between the fashion industry and the world of watchmaking offer enthusiasts a bridge between two passions, allowing them to pair their beloved timepieces with an element that reflects their personal sense of style.
The care, research, and attention to detail that go into designing such an object result in a design that encourages the user to make use of an accessory that often risks being overlooked: thanks to the collaboration of three leading companies, this project transcends any sense of superficiality, serving as a vessel for tradition and savoir-faire.
by Gabriele Passarella
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