Locman: the extraordinary history of the watch brand born on the Island of Elba

Imagine working in a workshop on the Island of Elba, with the scent of the sea wafting through the window and the view of the Mediterranean horizon before you. It is here, in Marina di Campo, that the story of Locman began, a Made in Italy luxury watch brand closely tied to its homeland. Born from the passion of a young Elban and his unwavering friendship with a partner, Locman has gone from a local dream to an international watchmaking icon, worn even by Hollywood stars. In this article, we passionately and emotionally retrace Locman's history—from its founding in the 1980s to today's global success—revealing curiosities, anecdotes, and the deep cultural connection with the Island of Elba.

The Origins of Locman: A Dream Born on Elba Island

Locman's history has its roots in the mid-1980s on Elba, where Marco Mantovani —born in 1961 in Marina di Campo—nurtured the dream of creating something great without leaving his beloved island. Together with his friend Fulvio Locci, in 1986 he founded a small design company called Locman Design, whose name is a combination of the surnames Locci and Mantovani. This strong friendship and shared passion for watchmaking and their homeland gave birth to a brand destined to become known far beyond the island's borders.

The friendship that gave birth to Locman (1986)

At first, Locman didn't yet produce its own watches, but offered design services for major Swiss fashion houses, capitalizing on the quintessentially Italian flair for elegance and fashion that Mantovani had inherited from his father, a leather supplier. It was from that experience that the idea was born: as a boy, right after high school, Marco had attempted to create a leather goods line and had created leather watch straps, which he presented at the Baselworld 2018 fair. The straps attracted great interest among Swiss manufacturers and sparked his desire to dedicate himself fully to this sector. So, in 1986, with the support of his friend Locci, he decided to take the plunge. The newly formed Locman Design began designing and producing watches for third parties, that is, for other brands, using Italian labor but Swiss standards, managing to offer high quality at lower costs than the Swiss.

The first Elba briar timepiece (1988)

After a few years of experience as a “ghost designer” for others, the time came to launch the first Locman-branded watch. In 1988, the first Locman-branded timepiece was handcrafted: an exclusive piece that combined gold parts with a bezel made of briar root, a precious wood typical of the Mediterranean scrub of Elba. This choice of unusual materials—fine gold paired with local wood—already demonstrated the brand's strong connection to its homeland and its desire to blend tradition and innovation. The watch was an immediate success among enthusiasts, encouraging Mantovani and Locci to continue on this original path.

Meanwhile, the company was building a more solid foundation: in 1987, the historic Italian factory Genesi in Milan (active since the post-war period) became a partner of Locman, providing valuable production expertise. Thanks to this synergy, Locman was able to offer high-end watches entirely assembled in Italy, a rare feat in an industry dominated by Swiss giants. The founders' goal was ambitious but clear: to create excellent watches faithful to the artisan tradition and Italian style, but with an innovative and modern approach, and they succeeded perfectly in their intent. .

From Elba to international success: the 1990s

By the early 1990s, Locman was ready to take flight beyond the island's borders. The brand began to attract significant investors and attention from the global watchmaking scene. The small waterfront workshop on the beach at Marina di Campo was about to transform into a globally sought-after brand.

The agreement with Hublot and global expansion

A crucial turning point came in 1990, when Carlo Crocco, founder of the prestigious Swiss brand Hublot, was struck by Locman's potential. Crocco decided to invest in the company by acquiring a share of the young Elban company and becoming its global distributor. For Locman, it was a gigantic growth opportunity: thanks to Hublot's network, timepieces “made in Elba” could reach boutiques and customers all over the world, from the United States to Asia.

In the following years, the company structure further strengthened. In 1996, the production facility in Marina di Campo was expanded (still just a few steps from the sea) to meet growing demand. Two new partners and long-time friends of Mantovani also joined the company: Giuseppe “Peppino” Pea from Brescia and Benito “Ben” Feigenbaum from Miami. This combination of Italian and international forces brought new capital and expertise, preparing Locman to compete on an ever-increasing scale. It was during those years that Marco Mantovani also met Gloria, who would become his wife and a valuable collaborator in the company. Locman's growth in the late 1990s was exponential: demand even exceeded the company's production capacity.

Hollywood stars on the wrist with Locman

What made Locman watches so coveted? The attention to design, the explosion of bright colors, and above all, the pioneering use of innovative materials. In the 1990s, Locman began offering ultra-light aluminum cases (sometimes paired with diamonds for women's models!), combining high technology and bold Italian style (modadonna.corriere.it ). These features, combined with limited-edition production, made Locman timepieces a true cult object.

Word of mouth spread all the way to Hollywood: suddenly, many international celebrities chose to sport a Locman watch on their wrists. Jennifer Lopez, Sharon Stone, Nicole Kidman, and Elton John —to name a few—were proudly photographed wearing "Made in Elba" models at social events. It is said that Jennifer Lopez was among the very first celebrities to fall in love with the brand, helping to make it known overseas. . By now Locman was no longer just a small local brand: it was becoming a global phenomenon, associated with glamour and success.

Despite rapid expansion, the company chose to remain true to its roots. Production continued on the island, and every Locman watch carried a bit of the spirit of Elba. By the late 1990s, the brand had consolidated its reputation for Italian excellence, distinguishing itself in the luxury timepiece scene and laying the foundation for further innovation in the new millennium.

Innovation and collaborations in the new millennium

By the dawn of the 21st century, Locman was synonymous with creativity and quality, ready to play a leading role in the challenges of the 21st century. The new millennium ushered in important collaborations and technological firsts, confirming the brand's ability to innovate while maintaining a strong connection to tradition.

From the armed forces to the Italian government

In 2001, Locman welcomed an influential Italian investor into its share capital, the financial company HOPA SpA, at the time the reference shareholder of giants such as Telecom Italia. This entry gave further solidity to the company and was the springboard for highly prestigious agreements. In the early 2000s, Locman began collaborating with the Italian Armed Forces : special editions of watches were created dedicated to the Air Force, the Folgore Paratroopers and the Navy, with their respective coats of arms on the dials. Dressing the wrists of pilots and raiders with Locman watches was not only an honor, but also a further certification of the robustness and reliability of the company's products.

In 2002 the Italian government officially recognized the quality of the brand: Locman became the official supplier of the Presidency of the Council That year, during an international meeting at Villa Certosa, the then Prime Minister Silvio Berlusconi chose to pay homage to foreign Heads of State by giving Locman watches as a diplomatic gift. For a company born on a small island, finding itself on the wrists of important world leaders was a source of enormous pride – a sign that the “jewel” of Elba was now a symbol of Italian excellence throughout the world.

The first carbon fiber watch (2003)

Technological innovation has always been a Locman obsession. In 2003, at the prestigious Baselworld, the company presented a novelty that was destined to make waves: the world's first watch with a case made entirely of carbon fiber. Until then, carbon fiber—light, sturdy, and with a bold appearance—had never been used so extensively for a watch case. Locman thus achieved a world record, once again demonstrating its boldness in experimenting with cutting-edge materials. This model paved the way for the widespread use of composite materials in luxury watchmaking and became one of the brand's technological highlights. .

The Italian School of Watchmaking is born (2006)

Alongside product innovation, Locman also invested in the transmission of artisanal knowledge. In 2006, the SIO – Scuola Italiana di Orologeria (Italian School of Watchmaking ) was founded, based in Marina di Campo on Elba. Mantovani's idea was to train new master watchmakers in Italy, not only to fuel the company's internal growth but also to support the entire national watchmaking sector, revitalizing an ancient craft with modern methods. modadonna.corriere.it. The school – the first of its kind in Italy – became a research and training laboratory: here, Tuscan tradition in the art of watchmaking, Italian style, and the most advanced technologies blended. modadonna.corriere.it. Thanks to the SIO, Locman began to develop ambitious projects, including the creation of an automatic mechanical movement entirely designed and manufactured in Italy, demonstrating that even an independent, niche brand can achieve extremely high technical standards. modadonna.corriere.it. (This vision would come to fruition a few years later, as we will shortly.)

Special editions and new collections (2007–2010)

The years around 2010 saw Locman busy on many fronts, launching new models and collaborating with the world of Italian luxury and design. In 2007, for example, the brand celebrated the return of the iconic Fiat 500 to the market by creating a limited edition of 500 watches dedicated to the historic small car : a curious cross-over homage between two symbols of Made in Italy, the popular car and the trendy watch.

2010 marked the arrival of what would become Locman's most emblematic model, a synthesis of the company's sporty and nautical spirit: the Locman Montecristo. Named after the famous island in the Tuscan archipelago (not far from Elba), the Montecristo is a timepiece with a large case and bold design, designed to resist water and accompany adventures both at sea and on land. Its launch marked a further milestone for Locman in terms of recognition: the Montecristo line immediately garnered widespread acclaim and established itself as a true icon of contemporary Italian watchmaking, confirming the brand's ability to innovate while remaining faithful to its roots. From that moment on, Montecristo became synonymous with the Locman brand in the eyes of many enthusiasts, joining other original collections such as the robust Stealth line, the feminine Amo, the marinara Mare and the classic 1960. .

Throughout the decade, Locman continued to forge illustrious partnerships. In 2011, it began a collaboration with the famous jewelry house Pomellato, for which it produced new lines of watches matching the Milanese brand's jewelry. The then CEO of Pomellato, Andrea Morante, was so impressed by Locman's expertise that, after the sale of Pomellato to the Kering group in 2013, he decided to personally become a shareholder of Locman. Once again, a sign of how the Elban company knew how to earn the trust of the big names in luxury thanks to the quality of its work.

A brand tied to its homeland: Locman and the Island of Elba

If there's one thing that sets Locman apart from any other luxury watch brand, it's its strong bond with its homeland, the island of Elba. In an era of unbridled globalization, Locman has made a counter-current yet winning choice: to remain on the island, integrate with it, and even promote its values ​​worldwide. This symbiotic relationship with Elba has had a profound cultural impact on both the company and the island itself.

A factory between sea and nature

Locman's headquarters are still located in Marina di Campo today, directly overlooking the beach where the sea meets the coast modadonna.corriere.it. It's a truly unique workplace: just think that around 40 people work within the company walls, between the prototype design department, case assembly, sales office, logistics and quality control – and all this just a few meters from the waves modadonna.corriere.it. The inspiration provided by this environment is priceless: "You just have to look up to be immersed in nature and your view can sweep across an infinite horizon," said Mantovani, emphasizing how Elba offers a different way of working, in harmony with the natural rhythms modadonna.corriere.it.

Despite its remote location, Marina di Campo proved to be a strategic and practical choice. Elba enjoys excellent transport links to the mainland, allowing the company to seamlessly manage its sales throughout Italy (one of the main markets for luxury watches) and abroad. Ferry and air connections (thanks to the local airport) have not prevented Locman from establishing widespread distribution: by 2012, it already had over 1,000 points of sale worldwide and several single-brand boutiques in major cities. Essentially, Elba has transformed from a geographical boundary into an added value: customers perceive the allure of a product created in a heavenly and authentic place, far from typical industrial factories.

A symbol of Elban pride

Over time, Locman has become a source of pride for the people of Elba, a symbol of the island's ability to excel in the world. The company's presence has created highly specialized jobs on the island and drawn media attention to this strip of Tuscan land for something other than its usual tourist attractions. Mantovani, who is in love with Elba, has always emphasized that his mission was also to "make his homeland great in the world." And in fact, Locman is today considered an integral part of Elba's contemporary identity, on a par with other local excellences.

There has been no shortage of initiatives to give back to the island some of what has been received. In 2014, Locman was among the promoters of the creation of the Fondazione Isola d'Elba, a non-profit organization dedicated to environmental protection and social development of the island, of which Marco Mantovani was appointed President. Through the Foundation, Locman has supported projects to protect Elba's nature, aware that the balance between human activity and the environment is precious and delicate.

The Elba Island Foundation and its ecological commitment

This attention to the local ecosystem is part of a broader corporate philosophy. Locman firmly believes that "Man and Nature can coexist in perfect harmony" : in its Ethical Manifesto, the brand is committed to sustainable development, promotes renewable energy, and a new work ethic that respects the environment. The Marina di Campo plant is zero-emission, and the company supports various environmental organizations, including Marevivo (to which it donates part of its proceeds for marine protection initiatives) since 2019. The very choice to maintain the headquarters on Elba – defined as “an example of balance between uncontaminated nature and human activity” – reflects this belief. In short, Locman doesn't just "stay" on the island, but acts as its custodian and ambassador to the world.

Finally, it should be remembered that the link with Elba is also celebrated symbolically: one of the Locman watch models bears the name “Isola d'Elba”, a collection dedicated to the company's headquarters and the beauty of the archipelago. Wearing a Locman therefore means carrying with you a little piece of that sunny island, of its nature and its culture of independence and innovation.

Curiosities and anecdotes about Locman

• Origin of the name: As mentioned, the name Locman derives simply from the fusion of the first letters of the surnames of the two founders Locci and Mantovani A short, incisive, and unique name—easy to remember in any language—that over time has become synonymous with quality Italian watchmaking.
• Gifts to the powerful: In 2002, Locman hit the international spotlight when Prime Minister Silvio Berlusconi chose its watches as official gifts for European heads of state visiting Sardinia. A total of 24 Locman watches were given to as many leaders and First Ladies, a diplomatic gesture "made in Elba" that made headlines. Who knows what impression this unusual Italian brand from a small island must have made on the foreign dignitaries!
• Limited edition Fiat 500: Among the most curious special editions created by Locman is the one dedicated to the Fiat 500. On the occasion of the launch of the new model of the iconic car (July 2007), Locman created a limited series of 500 watches inspired by the 500, with design details recalling the car. An original way to celebrate two symbols of Italian design, the vintage car and the trendy watch, united by the number "500".
• Vasco Rossi and Locman Eyewear: Not everyone knows that Locman doesn't just produce watches. Since 2010, the company has also launched a line of sunglasses and eyeglasses, the result of the same innovative approach (high-tech materials and trendy design) applied to its timepieces. As a testament to the success of this line, at the end of 2016, rock star Vasco Rossi – an icon of Italian music – became the official spokesperson for Locman Eyewear. During his epochal concert in Modena Park in 2017 (in front of 225,000 spectators, a world record), Vasco wore a pair of Locman model V111 glasses on stage. . A great image boost for the brand!
• The partnership with Ducati: In 2017, Locman entered into an agreement with another great name in Italian excellence: the Ducati motorcycle manufacturer. From the encounter between Elba's watchmaking precision and the legend of Borgo Panigale, a collection of Locman-Ducati watches was born, combining the bold style of Ducati motorcycles with the technical quality of Locman. . An object of desire for both motor enthusiasts and watch collectors.
• An all-Italian caliber: Creating an entirely Italian mechanical movement has always been Marco Mantovani's dream. After years of research, in 2021 Locman—together with other partners— revived the historic OISA (Officine Italiane Svizzere Agno) movement factory, originally founded in 1937 and closed for decades. In 2022, the new 5-bridge OISA 1937 caliber was finally presented, mounted on an edition of the Montecristo: an extraordinary achievement that marks the return of mechanical watchmaking made in Italy. A result that few would have believed possible and which projects Locman into a new era.

Between tradition, innovation, and passion: the Locman legacy

The Locman saga is proof of how passion, creativity, and strong roots can lead to international success. From a small workshop on Elba, two dreamer friends built a globally recognized brand in just a few decades, capable of competing with the Swiss watchmaking giants while maintaining its own distinctly Italian soul. Today, Locman continues to innovate and amaze: from research into new materials and movements to outstanding collaborations with other symbols of Italian luxury, its evolution continues. Yet, despite its global growth, the company has never forgotten where it began : every Locman watch carries with it a piece of Elba Island, its sea, its nature, and its culture.

In an increasingly homogenized world, Locman represents a unique and precious story. Its story teaches us that innovation and excellence can arise even from a remote place, and that staying true to one's identity can be the key to conquering international markets. With its colorful watches on the wrists of stars and enthusiasts, with its ethical commitment to the environment and education, Locman is more than just a watchmaker: it is an ambassador of Italian creativity, as well as the pride of the small, great island of Elba. Looking to the future, we can be certain that time will continue to mark new successes for Locman, always to the rhythm of the waves that caress the shores of its beloved island.

Credits: locman.it - ​​Wikipedia - modadonna.corriere.it - ​​traghetti-elbareservation.it