Damiani at Chronograph: Launch of a Lifelong Cooperation: The 100-year-old premium class brand is now in Armenia
The prestigious Italian brand Damiani is now represented at Chronograph, Yerevan. To mark the occasion, Business 24 conducted an exclusive interview with Mr. Giorgio Damiani, CEO of Damiani and Mr. Artyom Khachatryan, Co-Founder of the Galaxy Group of Companies.
Damiani Brand. first time in Armenia
B24.am: What does the launch of Damiani at Chronograph mean for both of your companies?
Mr. Damiani: I am very happy and proud, because Chronograph is the right place for a brand like Damiani. We are very glad to start this partnership in such a good way. We also have a wonderful event tonight to celebrate this special joint venture, and we are expecting great success.
Mr. Khachatryan: It is a distinct privilege to have Mr. Damiani here, because the brand is more than one hundred years old, and we want to bring high standards to our customers and give them the best experience by representing such a brand properly and beautifully.
Damiani x Chronograph. Launch of a Premium Partnership
B24.am: Chronograph has been Armenia’s leading destination for luxury brands — jewelry and watches. How did the vision for Chronograph begin, and what guided its growth?
Mr. Khachatryan: That’s a good question. About twenty years ago, my brother and I shared a dream of opening a watch and jewelry boutique. Through our travels and exposure to the global jewelry industry, we were inspired to introduce to Armenia a store that would not only meet international standards but also deliver an exceptional customer experience.
In 2009, we opened the first Chronograph boutique in Armenia, followed by our second store in Georgia in 2012. It took many years of dedicated work to establish a new benchmark for service quality in the luxury watch and jewelry sector in Armenia. We invested significantly in staff training and development, built strong partnerships with internationally recognized brands, and steadily earned the trust of our customers.
Today, we are proud to hold a leading position in the market, representing major global groups such as LVMH, Richemont, and the Swatch Group, as well as prestigious independent brands including Chopard, Graff, and Messika and other brands. Remaining true to our vision and long-term strategy, we are now pleased to introduce the Damiani brand to our portfolio.
B24.am: Damiani is a name synonymous with Italian craftsmanship and excellence. How would you describe the philosophy behind the brand?
Mr. Damiani: Damiani has a long tradition — my grandfather founded the company more than 100 years ago. Last year we celebrated our centenary, and we are very proud.
What we always try to create is a combination of tradition and innovation. This is essential in jewellery, because when consumers buy jewellery, they want something that lasts forever and represents an important emotion — a wedding, an engagement. Jewellery carries meaning.
So we must respect tradition, but also innovate, because customers want something new. This balance is both our challenge and our strength.
B24.am: And how do you see the future of fine jewelry in Armenia, especially for young customers?
Mr. Khachatryan: The younger generation prefers jewelry with meaningful, rich design, highlighted craftsmanship, and pieces that express individuality and character. The future belongs to brands that are able to combine decades of heritage with modern approaches.
Future of Damiani in Armenia is Chronograph
B24.am: Chronograph is known for introducing prestigious brands to Armenia. What drives your ongoing search for excellence?
Mr. Khachatryan: Our goal is to provide the highest level of expertise and service. The presence of brands at Damiani’s level within Chronograph carries both economic significance and the purpose of offering a refined selection for our most discerning customers.
We believe we represent and will keep bringing leading international heritage brands in Armenia.
B24.am: Damiani has been a family-owned company for more than 100 years. How has this heritage shaped the brand?
Mr. Damiani: We have been fortunate to grow over the past century. My grandfather founded the company; my father expanded the brand in Italy and across Europe. My brother, sister, and I — the third generation — helped make it international.Every period is different, but we always respect tradition and quality. At the same time, each generation must innovate and strengthen the brand.
What has guided us is passion — something passed down from my grandfather to my parents, and then to us. Of course, a business needs money to grow, but passion is what keeps a family business alive.
B24.am: What does it mean for Chronograph to bring a prestigious brand like Damiani to Armenia?
Mr. Khachatryan: Damiani has a long and rich history, which we deeply value. The arrival of Damiani in Armenia marks an exceptional milestone and the beginning of a meaningful new partnership. Our goal is to offer a higher level of jewelry selection and service.
B24.am:How does this partnership align with Chronograph’s long-term vision? You already elaborated on that, but I would like to know more.
Mr. Khachatryan: It was a natural and organic process through which this partnership came to life. We had been in discussions for four to five years, and now is the right moment to move forward together. Every partnership we initiate is built for the long term, with strength and consistency at its core. We focus on and invest in brands that demonstrate strong performance and sustained growth in the international market, which gives us the confidence to commit to long-term collaboration. This is exactly what we have seen with Damiani from the very first day.
B24.am: Will any special or exclusive collections from Damiani be available at Chronograph?
Mr. Damiani: For us, it is important to present our core collection everywhere — this is how we represent Damiani worldwide. We do not create country-specific collections. Our bestselling collections are unique on their own.
Mr. Khachatryan: We will try to convince Mr. Damiani, to create unique, tailor-made bespoke pieces in future for our customers.
Mr. Damiani: We are strong in tailor-made products as well. Customers increasingly want something different. Because we manufacture ourselves, we are faster and more flexible than many other brands. Our in-house design and creative teams ensure excellent bespoke service.
B24.am: How will Damiani’s presence enrich Chronograph’s portfolio of world-renowned brands?
Mr. Khachatryan: Damiani is one of the world’s top luxury brands, with an incredibly rich history. And by joining our luxury portfolio it enriches Chronograph and this is actually we aimed to get, that totally meets our strategy.
Damiani remains true to itself — the values of a family-owned brand are everlasting
B24.am: What distinguishes Italian jewelry design, and how does Damiani represent those qualities?
Mr. Damiani: Many people ask this. There is no single “Italian design” in Damiani. We are proud to be Italian — Italy is strong in fashion, furniture, cars — creativity is part of the culture. But each brand has its own style and identity. Damiani is no exception.
B24.am: What shared values made this partnership a natural fit?
Mr. Khachatryan: Family.
Mr. Damiani: Exactly. Family and long-term vision. When we enter a partnership, we are thinking about the future, not just the current moment. We want the next generation to continue with the same passion and values.
Mr. Khachatryan: The same applies to us. Relationships come first, then business. In a family business, how you build relationships matters deeply. Armenia is a small country with a rich history, and we want to pass our passion to the next generation.
B24.am:What can customers in Armenia expect from the Damiani x Chronograph partnership?
Mr. Damiani: They can enjoy some of the finest jewelry in the world. And we hope for great success — I believe Damiani will grow quickly in this market.
Mr. Khachatryan: Damiani offers collections we didn’t have before. This partnership will expand our offerings to our customers with new taste and will bring also integrate new customers. We are confident that this is going to be long term partnership.