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During World War II, Ferdinando Innocenti ran a factory in Milan, northern Italy, producing components for the Italian Air Force. After the war, Innocenti started a production factory for scooters, and so began the legendary phenomenon that is Lambretta. He saw the scooters as revolutionary in design and lifestyle. Young people in London during the 60's with a love for Italian fashion became enchanted with Lambretta and embraced the brand as a lifestyle. Lambretta was even heavily featured in The Who albums. Today, the name Lambretta is synonymous with the distinctive Italian influenced-style of that era. Lambretta Watches capture that feeling of freedom, fun and style that riding a scooter makes you feel. When you wear Lambretta, you can be sure that you have a unique and stylish watch for every mood, occasion and time, communicating attitude and happiness!