Giorgio Armani was one of the world's best known fashion designers. He died recently (in September 2025). He was best known for luxury menswear, but his interests expanded into women's fashion, hotels, and even watches.
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| Giorgio Armani - Photo by GianAngelo Pistoia, CC BY-SA 4.0 <https://creativecommons.org/licenses/by-sa/4.0>, via Wikimedia Commons |
Armani was also into watches. He collaborated with watchmakers like F.P. Journe and Patek Philippe on some of his own personal watches. While those brands are likely beyond the regular scope of this blog, Armani was also behind two far more accessible watch brands that are available to middle class fashion and watch enthusiasts: Emporio Armani and Armani Exchange (A|X).
| Armani Exchange Chronograph (Amazon Photo) |
Both brands are designed, produced, and distributed by the Fossil Group. However, they hit the youthful and stylish tone expected by Armani. Emporio Armani was founded in 1981 with an emphasis on accessible, modern, and ready-to-wear styles. It was also envisioned as a container brand to offer many styles and accessories. The A|X brand was founded in 1991 as a more accessible brand for young people and drew inspiration from youth culture, street life, and dance music. It's mission was to be stylish and affordable.
| My Armani Exchange Watch |
My Armani Exchange (A|X) Chronograph has a clean and elegant design for an affordable watch. It nods to the impractical side of fashion with black hands against a black dial. You can read my full review of it here. I'd buy one again with better hand colors.
In practical terms, A|X watches are slightly more affordable than Emporio Armani watches. With a few exceptions, A|X watches seem to run from less than $100 to just over $200 on Amazon while Emporio Armani watches generally run from just over $100 to $400. You can see both of these brands on Amazon. Click here for A|X and here for Emporio Armani.

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