Founded by Giuseppe Forghieri in 1926 as a watchmaker’s shop, since 1939 it has occupied the same premises on Corso Vannucci, within the walls of the 15th-century Palazzo dei Priori. The rooms, which were intended for shops when built during the Middle Ages, still have their original wooden furnishings in the Umbrian style from the 1930-40s. The unbroken family tradition, now in its third generation, has always tried to combine the love for craftsmanship with the demands of the market, as an approach to doing business based on high quality rather than on image.