Wyler Vetta's Visionary Marketing
Wyler Vetta is not only a name linked to watchmaking tradition, but also a symbol of an innovative vision that revolutionized the world of marketing.
INNOVATION & CREATIVITY
Tradition and Advertising: Innocente Binda’s Vision
Innocente Binda distributed Wyler for the Italian market from 1932, in the same year he bought the Vetta brand from the founders of Universal Genève, Perret & Bethoud, when the Italian Regime banned foreign words in favor of Italian ones-he united the two brands, giving birth to the current Wyler Vetta.
Binda was a true pioneer in the field of advertising and communication, anticipating trends we now consider commonplace. In the 1930s and 1940s, in fact, his foresight led him to experiment with advertising solutions that were decidedly avant-garde for the period.
Innocente understood the power of advertising not only as a means to sell, but as a tool to tell a story and create emotion.
His advertising campaigns had a strong visual component, with dynamic posters that combined bright colors and bold shapes. These posters, almost like collages, stood out for their originality and ability to attract attention, an innovation we see today as a hallmark of modern advertising design. The combination of colors and highly evocative images became, over time, an industry standard.
Today, Wyler Vetta revives those historic advertising pages, but with a modern reinterpretation that mixes vintage aesthetics with contemporary technology and design. Current products, while symbolizing innovation and modernity, are presented with a retro twist that harks back to the past, respecting Binda's legacy.
This combination of nostalgic appeal and modernity allows us to appreciate the continuity of the marketing vision that has marked Wyler Vetta's success over the years, transforming the brand into a benchmark not only for watches, but also for its ability to anticipate the times in visual communication.
1956-2024
The iconic 1956 advertisement has been reimagined with a modern touch and designed to introduce the new Jumbostar model.
1941-2024
The 1940s Wyler Vetta chronograph advertising campaign has been illustrated in a modern style to celebrate the 2024 Tribute to Ermetico Wyler Vetta, while preserving the charm of tradition.
1948-2025
On the left, the 1940s Wyler Vetta advertising campaign celebrates the Mille Miglia, the historic Italian car race. On the right, the redesigned ad features the Jumbostar Milano-Sanremo, a tribute to the 16th edition of the iconic vintage car race of the same name.
