During the few years after World War I, the wristwatch began to take hold throughout Europe, changing the daily routine of professionals, workshop instructors, officers and anyone who needed to know the time precisely. People gradually stopped looking at clock towers or trying to pull their watch from pockets: with a simple arm gesture they could easily find out the time.The great Swiss School of wrist instruments was the undisputed best regarding the production of movements and cases, and even the noble Milan welcomed the new wristwatch timepieces . Sir Enrico Masserini, Milan businessman, big fan of watches, had an intuition of genius: to import Swiss technology paired up with a more scathing design. Thus was born in Milan in 1934, the "Masserini Orologerie S.p.A." located in Piazza Diaz, where the fusion of strict Swiss world with the originality and flair of Italian design happened. Success came immediately and quickly crossed the Italian borders to reach all the key points of the modern world: Paris, London, New York and even the distant Japan.After World War II, the company now called EMAS (acronym of the founder Enrico Masserini) had a following of admirers among lovers of fine mechanics combined with the fluidity of shapes. The work of improvement and development of Emas' world has been achieved with momentum by the founder's son, Annibale, to settle today under the leadership of his grandson Enrico, who has finally consecrated the Emas name as a manufacturer of specialty products made in small series. Today Emas is able to develop high quality products with newly designed manufacture movements and often launches shapes and contents that others follow. Each Emas production is unique and original in its entirety and convey all the spirit and value of the "bella orologeria" interpreted in a modern way, while remaining part of a tradition heritage of big brands only.