In 1969, the company for the production of interior watches Modena Watch was founded in Italy. Three years later, Lillianna Caselli buys out the company and gives it a new name - Lowell. At first, ordinary plastic watches were produced under this brand. But this was not new, so Caselli turns to finding an empty niche in watchmaking. The Italian designers working at Lowell rely on the artistic moment in the design of watches and hit the nail on the head. They managed to create their own style, so the products gained popularity. In a few years, Lowell enters the global market.
Today, the company's collections number 2.5 thousand models of interior and wrist watches. Lowell floor, pendulum, table, and wall clocks are sold in Europe, the United States, Japan, Singapore, and even in New Zealand and Australia. Lowell entered the Russian market in 2006 and within a few months gained fame as an Italian manufacturer that does not need advertising.
For the Russian buyer, Italian interior products are not a novelty. There are quite a lot of goods from this country on the domestic market. However, the Lowell brand was warmly and enthusiastically received in Russia. The secret of Italians lies in a simple formula coined by Lillianna Caselli: "You have to do something that is unusual and exciting."
When supplying goods to foreign markets, including Russian, Italians always take into account the peculiarities of the mentality of the inhabitants of the country where interior items will be sold. Most Lowell watches are made in the form of large paintings. Designers approach the choice of a prototype, taking into account the taste preferences of Americans (if the watch is made for them), Russians, Japanese, Europeans and other peoples.
Many Lowell watch models have multiple dials that show the time in major cities located in time zones. So, the main dial of the mechanisms that are sold in Russia shows the exact Moscow time, while the other hands follow the schedule of New York, Tokyo, Rome and Los Angeles.
Measuring time is an art. For Lowell, it's also a passion. Millions of people "control" their lives by the Lowell clock.
