Technologies and Private Label

On the strength of its production experience and expertise in style and design derived from GENESI, the historic in-house production facility, LOCMAN now presents itself as an ideal partner for all those entities interested in the production of collections or limited series of watches. Specialized technicians, state-of-the-art technological instrumentation and consolidated experience guarantee a production quality capable of competing in the international arena.

The private label production process goes through four stages, all of which are fully developed within GENESI: initial design, graphic development, prototyping

After a few meetings in which the client’s needs are gathered, a project is drawn up, which contains design drafts, cost estimates, and time estimates for the development of the operation. In general, a minimum number of 1,000 watches is required for original collections, while for the customization of existing models the minimum number of pieces can go down to a few dozen.

Once the agreement with the commissioning company has been signed, the style office in collaboration with GENESI’s technical department works out the 3D graphics of the model, defining in individual details all the aesthetic and technical elements. The moment of prototyping is perhaps the most significant step, the one that really constitutes the birth of the watch. This is the moment when one can grasp the character of the watch in its entirety and decide on the final changes before starting mass production.

GENESI, thanks to the expertise of its technical team and dedicated optimization staff, is also able to offer its customers after-sales service.


LOCMAN stands out in the watch industry for the quality of its design, its numerous patents, and its use of innovative materials from its earliest collections, such as Erica Briar in the 1980s and anodized aluminum in the Sport line in 2000. In 2002, he founded Materie Future, a company specializing in the research and application of titanium and composite materials, and in 2003 he presented the world’s first watch with a carbon fiber case at Baselworld, the Basel Watch Show. Since then it has been a succession of technical innovations with a strong revolutionary thrust, including in the area of laminations and coloring of ultra-high-strength metals. From the company’s earliest years, investment plans in R&D commit very high percentages of the company’s total budget.

S.I.O: Scuola Italiana di Orologeria

S.I.O: Italian School of Horology

S.I.O. is a research-oriented school, particularly on new technologies and hi-tech materials, in continuity with the strategic lines that have always guided LOCMAN. In the selection it makes on materials, LOCMAN pays extreme attention to biocompatibility and the effects of materials, in the short and long term, on the human body. To achieve results in this direction, S.I.O. selects totally dedicated production technologies.

Grazie al contributo di S.I.O., inoltre, LOCMAN inizia a proporre movimenti esclusivi come il primo cronografo meccanico realizzato dai tecnici della casa elbana.

Finally, in addition to the professional training courses, the Italian School of Watchmaking offers a number of master’s degree programs to complete the knowledge of the watchmaking world.

Partners Tecnici e Centri Produttivi

LOCMAN’s chosen manufacturing partners in Italy and around the world represent the best technical expressions of international watchmaking: SELLITA, ETA, MIYOTA, SEIKO, DEPA SWISS MOVEMENTS and LANDERON. Production centers are in Italy on Elba Island and Milan and abroad in Switzerland, Hong Kong and Japan.

Dal 1969 Leader nel Private Label

LOCMAN’s production services for third-party customers are managed in close cooperation with GENESI.

GENESI is a historic Italian watchmaking company, controlled by LOCMAN SPA since 2003 and fully incorporated in 2021.

GENESI’s adventure began more than fifty years ago in Milan, Italy, when brothers Luigi and Armando Leandri, two passionate master watchmakers, opened a workshop specializing in the handcrafted production of watches in precious materials.

In the 1970s, Swiss brands turned to Italy to produce high-quality components and watches, pushing the Italian watchmaking industry toward exponential growth. Cases, glasses, dials, hands, movements, bracelets, straps and all the components used in the production chain are produced in Italy. GENESI expands, acquires increasingly sophisticated machinery, and trains a large team of master watchmakers and specialized technicians.

In the 1980s it reached the peak of its production capacity, becoming a benchmark for international watchmaking. With over sixty employees and about half a million watches produced per year, GENESI establishes strong business relationships with major watch brands and Swiss movement manufacturers such as ETA and Valjoux, which ensure regular and continuous supplies.

The collaboration between GENESI and LOCMAN, which offered design services to major Swiss watchmaking houses, began in those very years. GENESI soon became LOCMAN’s manufacturing partner of choice, thus managing to offer high-quality watches produced with Italian labor, at prices significantly lower than those in Switzerland. Thanks to GENESI and its technical expertise, LOCMAN takes the plunge: designing and producing under its own Brand.

At the beginning of the new millennium, the watch market undergoes another profound transformation. The industry attracts large financial groups, which acquire Swiss watch brands, and much of the production moves to the Far East.

The Italian manufacturing supply chain, which had specialized in the service sector, enters a crisis and suffers a very sharp contraction.

LOCMAN remains one of the few independent brands and in 2003 decided to ally itself permanently with GENESI. Since 2010, GENESI’s headquarters has been in Via Madre Cabrini in Milan, where, thanks to an exceptional professional and technological heritage, it continues to produce watches for important brands in the industry, integrating industrial synergies with LOCMAN’s production facility in Marina di Campo.