In 1925, Fendi was founded in Rome, Italy. It became a world class luxurious brand through high quality, style, and beautiful clothing, accessories, and perfume. Fendi started as a small fur and leather shop in Rome, and after gaining 60years of brand reputation it launched the watch line in 1989. The brand philosophy in Fendi is neoclassic approach. The characteristic of Fendi’s designs are to make the double ‘F’ logo, which is used in every product bigger, noticeable and this has a symbolic meaning of the brand. Fendi watch, which reinterpreted the Italy’s enriching art and architectural engineering in to the Fendi style, applied the designs of Roman architecture to create a visual beauty as well as its comfortable wearing sensation. Fendi watch uses leather or stainless still solid band, considering the quality as well as the design. Moreover, it uses sapphire crystal, which has a long durability and high resistant for scratches, for the glass. Fendi watch is recognized as a world class product with the elegant Italian design and Swiss made delicacy. In 2010, Fendi presented the innovative Crazy Carat collection, which they have a patent technology on, to stand on the center stage of the world with its beauty.