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We live in an age of radical transparency. Anyone with access to a web browser can find the manufacturing cost of a car, a smartphone, or a premium timepiece within minutes. This type of “free and open” information helps consumers make better purchasing decisions. But it’s not always great for manufacturers who excessively inflate the prices of their products. For example...

The retail price of a traditional premium watch and sunglasses can be anywhere between 10 and 40 times higher than its production cost. A lot of this “margin” is used to compensate wholesalers, distributors, and retailers — the price increasing each time the watch changes hands. On top of that, there’s the celebrity advertising campaigns and event sponsorships many brands engage in.
Valerio is different. We believe in making premium timepieces available to everyone at fair prices. We value access over aspiration, and expression over status. We draw inspiration from the past and reinterpret it for today — including bold colors and design elements you’d expect from an Italian-inspired brand but be (happily) surprised to find at our price points.