Philosophy
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Brand vibe
Founded in Milan in 2004 by Ruben Tomella, Gaga Milano took the family pocket-watch trade and welded it to a piece of catwalk theatre: an oversized onion crown shoved up to twelve o'clock on a 48mm wrist case. The Manuale 48. A pocket watch on a strap... hand-wound, hilariously visible across a room, beloved by footballers and Italian TV anchors in equal measure. (Beyond the meme piece there's a real catalogue.)
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Sourcing & Build
InferredSourcing Notes: Designed in Milan. Movements sourced from Switzerland (ETA / Sellita) on Swiss-Made lines and from Japan (Miyota) on entry references. Case finishing and final assembly vary by line; quartz fashion references largely produced in Asia.
Cost Transparency
Ships from Milan, Italy
Current Rate
16%
6% HTS + 10% Section 122
Est. Duty
$128–$272
on $800–$1700 watch
⚠ Current Section 122 rate expires Jul 24, 2026 — rates may change.
EU framework deal paused. Unimatic is entirely made in Italy. [Note as of June 17, 2026: USTR has proposed new Section 301 forced-labor tariffs (~10–12.5%) that, if enacted, would stack on top of current rates. Still in public-comment phase.]
Tariffs are assessed based on where the watch is assembled, not where individual components originate. A watch with a Japanese movement assembled in the US incurs no import duty.
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This page was last updated: July 18, 2026 at 4 am