THE OFFICIAL WATCH OF THE ITALIAN NATIONAL FOOTBALL TEAM

When he took on the distribution of Wyler watches in the 1920s, Innocente Binda started an association between the Binda family and the Wyler brand that continues to this day, with Wyler Genève now a company of the Binda Group. Innocente Binda’s visionary use of publicity made Wyler famous in Italy. As one of the earliest forms of sporting product placement, he offered the Italian football team Wyler watches to wear for their first-ever World Cup appearance in 1934. This entrepreneurial decision proved a winner, as Italy won the World Cup and Wyler watches gained notoriety. A photo album with handwritten compliments to Binda from each of the players provides a lasting record of this successful partnership.

As Italy embarks upon its campaign for the 2010 World Cup, Wyler Genève renews its association by producing the official watch of the Italian national football team. Built around the brand’s unique shock-absorbing case, it bears subtle distinguishing features that are sure to stir the passions of the true tifoso.