5′ with Nicolò Debenedictis – founder of Viqueria


Getting to know a new watch is something we love, but what if you could discover a bit more about the history of that watch’s brand? Today we’ve spent 5 minutes with Nicolò Debenedictis, co-founder of Viqueria Watches.

What triggered the creation of your own brand?

I’m a watch enthusiast since I was younger but I never thought to do something in this field until 2012 when, with my best friend Omar, we started to make handmade watch straps. Step by step and strap after strap we established relations with a lot of watch enthusiasts and people involved in the watch industry.

In a certain point, thanks to these relations, we knew an owner of an Italian/Swiss Watch factory that gave us some tips, and then our dream to make our first watch began to take shape. In 2017 we founded Viqueria and launched our first watch : Roma. 

What are the most significant difficulties you encountered?

5 minutes are not enough. The most significant difficulty is to find and agreement between my point of view and the one of Omar ! 😂 Anyway, we were completely new in this business and, due to our low starting budget, we had to do everything by ourselves. For me, and I think also for Omar, was like to come back to school.

I learned how to computer design, I reopened the economy books, I make a digital marketing course and we started to follow a lot of photography tutorials !

Last but not least, one of the hardest step was to find reliable suppliers and to know how to relate with them.

In the end, after 3 years, I’ve learned a lot, but I know that there is still a lot to learn.

Where do you find your inspiration?

We take our inspiration from everything surrounding us : watch history, other microbrand watches, market trends and obviously, from our country. Italy inspired us, from the history of our country (Viqueria is the ancient Roman name of our hometown) to the beautiful landscapes, without forgetting our country DNA on luxury cars. Inspiration is all around us but also inside us. 

How do you see the future of the brand ? Is there any confidential(ish) information you could disclose to us?

The Coronavirus pandemic derailed our agenda, at least momentarily, so we postponed to September 2020 the launch of our first Swiss Made watch, the Maestrale GMT, but we anticipated and just launching in this days the All-New Levante. The first Levante, launched in 2019, was a great success for us, now we hope to obtain good results also with the new one.

In 2021 we’ll launch a dress watch, but is still at the sketch stage ! 

Which advice would you like to give to someone willing to follow your path?

Design is important, suppliers are important, a lot of things are important if you are a start up that would like to grow in this market. But the most important things are the customers and the engaging of the community, without them you won’t obtain any success until you could invest like the leader competitors in the business.

And, one last thing, keep you feet on the ground ! 

Anything else you would like to share with AWDO?

We really appreciated the opportunity to have this short interview, we are « zero » in the microbrand industry so we are really proud that you asked us to answer few questions !

Thank you Nicolò! The KS campaign for the Levante 2 is still on-going, don’t miss it!

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