Iconic Italian fashion designer Giorgio Armani has created his first ever line of Swiss-made watches, which were unveiled Sunday in Milan during the city’s men’s fashion week.

Presented at the Teatro Armani in Milan (a former Nestlé factory converted into a performance space by the fashion brand), the watches are Armani’s first ever Swiss-made timepieces.

The designer treated a select group of attendees to a preview of the full collection. A few key stages in the manufacturing process were undertaken with a group of craftsmen showing off the handiwork that goes into the timepieces, which are designed to mix innovation and tradition.

“I was inspired by the shapes of the 1930s and 1940s that were given a contemporary look, developing a refined and timeless design, which I combined with the best Swiss technology and its unbeatable precision,” explained Giorgio Armani. “The outcome is a collection of reliable watches, with subtly elegant and essential lines, created with the finest materials and meticulous attention to details.”

After this sneak preview, fittingly the watches will get their full Swiss debut on March 27 at the giant Basel-based watch fair Baselworld.