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24 April 2005


On Friday April 29, Californian director Roman Wyden will dock at World Museum of Cesano Maderno, to film Museal spaces and interview the collector Fiorenzo Barindelli. The cinematography Los Angeles Troupe intends to realize a documentary dedicated to the Engineer Elmar Mock, one of the inventors of mythical Swatch. Leading figure, builder of the project with Jacques Müller, he studied in particular plastic parts. The first prototypes were proposed with no inviting names, such as "Vulgaris" or "Popularis". Till, an advertising agency of New York coupled the S letter together with the Watch word, and obtained the swatch word of success. This definitive name was then used for the presentation to the audience of the innovative Swiss watch, taken place on March 1°th, 1983, in Zurich. Also American press gets interested for the only museum of swatche in the world. In fact, on the Magazine of the Finacial Times of New York, is published an article of the journalist Sarah Murray, in whom it appears an interview to the Cesanese collector Fiorenzo Barindelli. Nearby to him, authoritative opinions of personalities bound to the swatch world, between which the person responsible for Swatch The Club International, Patrick Jaron, and Roberto Quadrini, Roman collector. In the photos which take the service, it is in evidence the watch created last year by the photographer Helmut Newton, realized in only 100 models. At its side, it is "Modele Avec Personnages" of Keith Haring and, under it, "Puff" of fur and "Kiki Picasso". The journalist does not forget to mention the address of Cesano Maderno World Museum, in Italy, and his frequented Web Site. Cesano Maderno, April 24th 2005

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