Armani Exchange

Giorgio Armani launched A|X Armani Exchange in the United States in 1991, positioned below Emporio Armani as the group's most accessible line. Where the parent label drew on Milanese tailoring, Armani Exchange took its cues from street style and club culture, and priced itself accordingly.

Ownership took years to settle. A joint venture with Como Holdings was formed in 2005 to accelerate the line's growth, with Armani initially holding a minority stake. He bought a further quarter in 2008 and the remainder in 2014, bringing the brand fully in-house. In 2017 Armani Jeans was folded into it, consolidating the group's casual offering under one name.

The watches are made under licence by Fossil Group, the same manufacturer behind the Emporio Armani line, and they sit at a similar price point. The styling is the difference. Armani Exchange runs larger, brighter and more heavily branded than its sibling, with visible logos and bolder case treatments, which is the point rather than an oversight.

Armani Exchange holds 48 models, from £100 to £239. Half cost less than £179, and a quarter less than £149. 2 of 48 are automatic. 2 are stocked by more than one retailer, giving 50 offers in total. Prices are checked nightly against the retailers’ own feeds.

1991

A|X Armani Exchange launches in the United States.

2005

Presidio Holdings joint venture formed to expand the line.

2014

Giorgio Armani takes full ownership of the brand.

2017

Armani Jeans is folded into Armani Exchange.