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HISTORY

Milan, Italy

Elico Assoulini established his watch business in the heart of one of the most prominent fashion capitals of the world.

Beginning in 1938, with the repair of leather strap timepieces, Assoulini expanded into the design and production of his own exclusive line.

After establishing himself as a prominent watchmaker, he was forced to flee from Italy to Morocco during the World War II invasion of Italy. Assoulini took his venture with him, fashioning a valuable presence amongst the Moroccan elite. Famous for resilient, jewelry-like timepieces, The Sultan of Morocco quickly took notice, requesting the production of a custom design. By the late 1940s, Assoulini extended his line by crafting belts, handbags, and various leather goods.

Before his passing at the age of 60, Assoulini gifted his expertise to his children. In 1990, grandson Elico Assoulini, named after his horologist grandfather, opened a luxury clothing and accessories boutique in Miami, Florida. As his clientele intensified, he uprooted his brand to Los Angeles.

Elico Assoulini carries the family watch-making legacy into the present day, setting the stage for his sons to shoulder the name well into the future.