In the heart of Geneva, our founder, Thomas J. Sandrin , met with Amarildo Pilo, founder and CEO of Pilo & Co , to learn more about the story of a brand celebrating its 25th anniversary this year. The conversation took place in front of the Pilo & Co boutique, located in a neighborhood historically connected to Geneva's watchmaking tradition.

Amarildo explained that this area was once home to the cabinotiers, who worked around 200 years ago beside windows to take advantage of natural light. It was also here that brands such as Vacheron Constantin began their history. For this reason, Pilo & Co chose this location to open its first boutique in 2000 and begin testing its first prototypes. One year later, the brand was patented and officially began its development.

25 years building its own universe

Pilo & Co has built more than watches. The brand has developed a recognizable identity around its orange and black colors, while also expanding into sunglasses, jewelry, and watch winders.

Amarildo's vision is to create something that can transcend generations. His son David represents the second generation of the family business. In 2026, Pilo & Co celebrates 25 years, with an international agenda that includes Vicenza Oro, Inhorgenta, Geneva, Singapore, Hong Kong, and Mexico.

New pieces and movements with history

Among the brand's latest creations is the Montecristo Monopulsante, which uses an ETA movement originally developed in the 1980s and discontinued in 1986 due to its high production costs.

Pilo & Co acquired 320 of these movements and is now using them for a retro-inspired collection. The ETA 551241 movement features a mechanical construction powered by a battery and operates as a monopusher chronograph.

Amarildo explained that the movement was previously used by Gucci, Versace, and Movado, making Pilo & Co the fourth brand to use it, 40 years later. The collection is offered in different colors and produced in limited quantities, with a price of CHF 699.

Another new creation combines a monoblock carbon case with a meteorite dial. Weighing just 83 grams, it features an automatic movement with a power reserve, sapphire crystal, and decorative movement finishing. The edition is limited to 25 pieces in green and 25 in black.

Independence and the reinterpretation of tradition

Around 95% of the ETA movements used by Pilo & Co are modified with the brand's own finishing and elements. At the same time, the company is moving toward greater independence through the use of Soprod movements in models such as the Extranéo and Superleggera.

Among the pieces that reflect Pilo & Co's history is Tempo One, the brand's first collection, introduced 25 years ago. Its design featured a bridge over the fixed balance wheel that visually resembles a tourbillon, although technically it is not one, paired with a decorated ETA 2824 movement and ceramic dials in different colors.

The name Extranéo comes from the Latin word for "foreigner" and reflects the idea of travel. The watch combines different colors and classic elements, including Roman numerals. Its hands were developed over more than eight months and inspired by watches from the 1920s. The design was patented by Pilo & Co.

A titanium PVD version is also available, offering a very light construction and limited to 111 pieces.

Through these creations, Pilo & Co continues to reinterpret historical elements and transform them into contemporary proposals.

A brand designed to last

When Thomas asked Amarildo what he would tell someone choosing their first watch among so many brands, he highlighted experience, accessibility, and exclusivity.

After 25 years, with a second generation already involved in the business, Pilo & Co continues to offer Swiss Made watches in limited quantities, with prices starting at CHF 300.

The philosophy remains clear: be different, maintain a small structure, produce in small quantities, and make Swiss watches accessible.

A connection between Geneva and the world

Technology and physical experience now work together in the watch industry. Thomas pointed out that the industry remains deeply emotional and that around 85% of watches are still sold in person, making retailers an important part of the experience.

At the same time, digital tools allow users to discover brands and compare watches, while augmented reality makes it possible to virtually try on Pilo & Co watches from home.

After 25 years, Pilo & Co continues its journey from Geneva under the direction of Amarildo Pilo and the second generation of the family. Its approach remains centered on small quantities, accessibility, independence, differentiation, and a long-term vision designed to transcend generations.