An entirely MADE IN ITALY history that began almost a century ago when Giulio Morellato, at the end of the first world war, began an entrepreneurial adventure opening a shop of timepieces jewellery with his brother. Later, Giulio’s focus moved towards producing and selling leather watch straps, revolutionising the business precisely when the use of wristwatches began to become common place.
The entrepreneurial story of Morellato started in 1930 when Giulio Morellato opened a watch and jewellery studio in Venice. After a few years, he specialised in producing leather straps for wrist watches, and began also to produce handcrafted jewellery in gold and silver. In the Nineties, the brothers Massimo and Marco Carraro, the sons of Giulio Morellato’s partner, acquired the entire company, giving birth to the innovative concept of “jewellery for living”. The brand’s collections have embodied this concept over the years becoming an evocative and highly successful expression of the brand’s spirit. Jewellery, precious yet easy to wear, timeless pieces for everyday life, that lives and it is brought to life by women that wear it at any time of day.
Morellato’s innovative concept transformed the tastes and desires of contemporary women. Women recognised that “jewellery for living” was an invaluable ally to accompany them on any occasion.
Empowered by the brand’s long-standing tradition handed down from generation to generation, by its exclusive design and innovative style, the Carraro brothers turned Morellato into a perfect example of Italian success worldwide.
No one could have imagined that this business, run in the laboratory and in a few neighbouring houses, would quickly grow to become an important Italian watch jewellery group. A business marked by a strong spirit, an ability to foresee the future. When Giulio Morellato died, I. Volpato and S. Carraro, took over the company’s management, bringing success to the Morellato group that continues to grow today. The company, carries on its tradition without losing sight of modernity, keeping the brand’s values alive and vivid: vision, innovation and quality, which have always been the essential characteristics of a good MADE IN ITALY product.
In 1999, Morellato launched a successful jewellery line with the concept “Morellato:Jewels to be lived”, positioning the brand as the symbol of modern luxury to be lived day after day. Thanks to Morellato, jewels used new materials such as steel, pearls and natural stones. The use of materials chosen through strict research and selection processes, the exclusive Italian design originating in 1930 at the Morellato laboratories in the Venice area, as well as patient artisan craft, are the winning keys of the brand, which satisfy the evolving needs of consumers and which have led the company over a short period of time to become a leader in fashion jewellery.
The first decade of 2000 saw the Morellato international growth. Over the years, the collections and their products continued to expand until the first watch lines were produced. The watch lines soon ruled the market, increasing the number of stores both in Italy and abroad increased. The brand is owned by Morellato Group, an independent Italian corporate group that has brands like, Sigh, Philip Watch, Sector, Lucien Rochat, Bluespirit, Chronostar, Furla, Maserati and Trussardi in its portfolio.
The Morellato Group long demonstrated its commitment to the environment and society. Strict controls are exercised over the ILO (International Labour Organization). Its aim is to safeguard the dignity and rights of all the workers involved in the production chain.
For many years now the Group has been actively involved in important projects. Together with Doctors with Africa-Cuamm (Italy’s most important charity organization in Africa) and supports the Ethiopian hospital of Woolisso. And since 2010, through Philip Watch (owned by the Group) it has been a partner of the Cystic Fibrosis Foundation set up by Matteo Marzotto, Ambassador of the brand and member of the Board of the Morellato Group.
Morellato Group closed 2017 substantially in line with 2016 , with a turnover of 166 million euros (+0.3 percent). EBITDA, on the other hand, decreased to 25.5 million euros (15.4% of turnover), compared to 28.5 million euros in the previous year. In the year just ended – as reported by the official note – the Italian group has favoured the development and consolidation activities in the main foreign markets together with the implementation of new e-commerce platforms, with particular attention to the multi-channel offer. The group, which wholly owns Morellato, Sector No Limits, Philip Watch, Lucien Rochat, Chronostar, Bluespirit and Pianegonde joy brands, counts on an export share of 40 percent, with particular concentration in Europe, the Middle East and Asia.
“The 2017 financial year closed with a positive sign demonstrating the effectiveness of our medium-long term strategy, which favours the strengthening of exports and travel retail, not only in our already mature but also in emerging markets”, declared the president Massimo Carraro. “Investments in innovation and new technologies will continue for a greater omni-channel integration between our different sales channels, to guarantee to all consumers an increasingly performing shopping experience”.
Today Morellato is present in 45 countries worldwide, particularly in Europe, the Middle East and Asia. Morellato’s distribution network now boasts 3000 stores. In Europe, the brand can be found in all the main department stores, in the best watch and jewellery stores, in multi-brand distribution networks and in its own flagship stores.
In the wider-European markets, Morellato is distributed through free standing and shop-in-shop sales points.
Starting from the SS16 collection, the new brand ambassador is Michelle Hunziker. Over the years, Morellato has interpreted its collections through international press and television campaigns which became iconic. These campaigns have all featured stars of international fame: from Bar Rafaeli to Irina Shayk, from Sara Sampaio to Ma Su – renowned Chinese actress – and Laura Sanchez.