Giorgia Mondani
Part of the Va Bene Style Circle, Giorgia Mondani Has The World On Her Wrist
Born into one of the world's most respected watch-collecting families, Giorgia Mondani has carved out her own place in the fascinating world of haute horlogerie. The daughter of renowned collector and author Guido Mondani, she has become an internationally recognized authority, entrepreneur and influential voice in luxury watches. Combining Italian elegance, deep industry knowledge and a global following, Giorgia brings a refreshing perspective to collecting, personal style and what truly makes a timepiece special.
We sat down with her in Genoa between the Grand Opening of her showroom(Mondani Hub) Milan Watch Week and collector clients, for her thoughts on style, luxury and the watch industry.
VBS. You grew up in one of the world's great watch-collecting families. When did watches become your passion rather than simply your father's?
Giorgia: Watches surrounded me from childhood, but I initially saw them as my father's work. My turning point came after university, when I joined an international auction house and began traveling to watch fairs, meeting collectors and industry experts. I discovered that watches represent far more than timekeeping—they carry history, craftsmanship and personal stories. Social media later allowed me to develop my own voice and international community, turning my family's passion into my own career.
VBS. Social media, speculation and hype have transformed watch collecting. Has that attention been good for the industry, or have we lost some of the romance?
Giorgia: Social media has introduced an entirely new generation to watches and connected collectors worldwide. That's wonderful. Unfortunately, too many people now ask, "What's it worth?" rather than "What's its story?" Watches can be investments, but when speculation becomes the only motivation, collecting loses its soul. The romance remains—we simply need to look beyond the hype.
VBS. You've handled extraordinary timepieces. What impresses you more today: rarity and price, or discovering an overlooked masterpiece?
Giorgia: Discovering something beautifully made that hasn't yet received the recognition it deserves. I appreciate rarity, especially when small details make an enormous difference, but the story behind a watch is equally fascinating.
VBS. Nobody does effortless luxury quite like the Italians. What does genuine luxury mean to you?
Giorgia: Genuine luxury isn't about displaying wealth. It's about time, knowledge, quality and freedom of choice. It's understanding and appreciating craftsmanship without needing everyone else to recognize it. The most elegant people have nothing to prove. Discretion, authenticity and culture are far more luxurious than a visible logo.
VBS. Can the wrong watch ruin an otherwise beautifully dressed man or woman?
Giorgia: A watch is deeply personal. It communicates taste, character and even values before someone speaks. Choosing a watch simply to impress others can create a disconnect, regardless of its price. Personally, I love coordinating the colors of my watches with my outfits.
VBS. Are women finally collecting watches because they love them rather than settling for smaller versions of men's watches?
Giorgia: Absolutely. Women are increasingly knowledgeable collectors, embracing vintage pieces, complications and independent brands. For too long, the industry assumed women wanted smaller watches with diamonds. Women don't necessarily need "women's watches." They want excellent watches and the freedom to choose. The industry is finally recognizing that.
VBS. If you could change one thing about today's luxury-watch industry, what would it be?
Giorgia: I'd bring the focus back to trust, knowledge and genuine relationships. We need passionate, knowledgeable professionals who educate their clients, communicate transparently and build lasting relationships.
JUST ONE
Tomorrow, you must leave with just one watch. No collection. No second choice. Forget investment value, resale prices and what anyone else thinks. What is the ONE watch Giorgia Mondani chooses—and why?
Giorgia: My Rolex Submariner in white gold, reference 116619LB, with its rare diamond-set dial.
My parents gave it to me to celebrate the birth of my first daughter, with a personal dedication engraved on the caseback.
Its significance goes far beyond rarity, beauty or market value. It represents three essential parts of my life: my family, motherhood and my lifelong connection with watches.
No other watch could ever replace its story.
Grazie, Giorgia, per il tuo stile e la tua competenza!
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