The history of Serpico y Laino jewelry is particularly important for Italy. It is closely linked to the phenomenon of migration, which involved Italy in the first half of the 1900s. In fact, goldsmith Vicente (Vincenzo) Laino left his native Basilicata in search of fortune overseas, without economic means but with a heart full of hope.
Shortly after arriving in Venezuela, Vicente Laino met what would become his business partner, namely Leopoldo Serpico. Also Italian, he had already been established in Caracas for a few years and owned a workshop, in which he sold and repaired jewelry. At that time the shop was named “Joyeria Serpico”. Leopoldo immediately sensed Vicente’s talent in the goldsmith’s art and, above all, his business talent. For this reason, Leopoldo proposed that Vicente would become his partner, he would provide the financial means while Vicente the intellectual capital.
From this partnership, Serpico y Laino was born. Destined to become the landmark in Caracas for luxury watches and jewelry.
The advent of success
Serpico y Laino’s success primarily stems from Vicente Laino’s intuition to bring brands of watches and jewelry – that were still unknown in the country – to Venezuela. In this regard, in the early 1930s, Vicente Laino landed in Switzerland to look for watch brands that could be appreciated in Caracas.
The choice fell on a brand, then in its infancy, but which had already revolutionized the world of watchmaking. We are of course talking about Rolex, which, in 1928, had introduced the first “Oyster” watch. Well, as they later came to discover, it was one of the most important choices of its life.
In the years to come Vicente found himself traveling more and more to Europe in order to forge relationships and have exclusives on jewelry and watch brands. This move proves successful, causing a sudden growth in Serpico y Laino’s sales.
The close bond between Vicente and Leopoldo is cemented when Vicente marries the sister of Leopoldo’s wife.
Unfortunately, in the midst of wedding preparations, fate plays a dirty trick on Vicente. World War II starts. He is called up by the Italian Army to fight. Vicente leaves his Venezuela, his family, his friend his beloved business and departs for war. Still in the trenches, in 1944 he receives terrible news from Venezuela. The death of his partner and friend Leopoldo Serpico.
Despite the misfortune, Vicente come out unscathed from the war and promptly returned to the helm of the business he and his friend had created. Although without Leopold, he managed to lead the jewelry store through one of the most successful times in its history.
The fall
It had been many years that Vicente had already become more of an entrepreneur than a goldsmith, always traveling between Europe and South America. His trips could easily last one month or more. For this reason some family members were appointed to run Serpico y Laino during his absence. This goes on for at least 14 years. Unfortunately, in 1959 Vicente Laino passes away, a few years after his wife.
After his death, his successors manage to lead the business well for a few more years. However, things are not favoring them. Kidnapping, thefts, violent crimes all increase in Venezuela and for well-known families like Serpico and Laino it is easy to be targeted.
Finally, the Joyerìa Sucursal del Este underwent a bomb attack. Consequently, in 1966 the family took the dreaded decision: close the business and put an end to Leopoldo Serpico and Vicente Laino’s dream.
Serpico y Laino double-signed dials
Thanks to the prestige it acquired, Serpico y Laino boasted the ability to put its signature on the dials of the most prestigious Swiss watches.
Among the most sought-after watches to bear the signature of Serpico y Laino we certainly find this Rolex GMT Master ref. 6542. It is the very first and perhaps only yellow gold 6542 with Serpico y Laino’s signature to appear on the market.
This Patek Philippe 1463 is another example of a little gem signed by Serpico y Laino. Consider that in 2020 a reference 1463 double-signed Serpico y Laino in yellow gold was auctioned at Christie’s for USD 600,000.00.
If you want to learn more about double-signed dials, here is the link of our complete guide.
Source:
“Serpico y Laino – Vicente Laino” by Luciano Buscarini.
Visit our Youtube Channel not to miss all the best from the world of watchmaking.
Follow us on Instagram to keep up to date with all the latest news from the world of watchmaking.
