Every Armani Label Explained: Giorgio Armani, Emporio, A|X, EA7 and Armani Privé

Say "Armani" and people picture different things. One person sees a perfectly cut grey suit on a red carpet. Another sees an Emporio Armani watch with an eagle on the dial. A third thinks of a white A|X T-shirt, a black EA7 tracksuit, a bottle of Acqua di Giò, or a hotel inside the tallest building in the world. They're all Armani, and that's exactly why the name confuses so many people. Even keen shoppers mix up the labels, and sellers sometimes use that confusion to make a cheaper line sound like a dearer one.

This guide untangles it. We'll start with the man who built it all, Giorgio Armani, who died in September 2025, and what has happened to his company since. Then we'll walk down the Armani ladder from couture to casual, explain what each label is, what it costs and who it's for, map the perfumes and beauty products to the right label, and finish with a practical guide to choosing an Armani watch, which is the part of Armani we sell.

The short answer

In one sentence: Giorgio Armani is the house, Emporio Armani is its younger sibling, EA7 is Emporio's sports team and Armani Exchange is the casual cousin. Armani Privé sits above them all.

The man behind the name

Giorgio Armani was born in 1934 in Piacenza, in northern Italy. He studied medicine for a while and served in the army, where his medical training placed him in a military hospital, before deciding medicine wasn't for him. In 1957 he took a job as a window dresser and sales assistant at La Rinascente, the Milan department store, and learned how clothes are bought and sold. He went on to design menswear for the textile and fashion house of Nino Cerruti, and to freelance for other manufacturers.

In 1975, with his partner Sergio Galeotti, he founded Giorgio Armani S.p.A. in Milan and launched his own men's and women's collections. His idea was simple and radical: take the stiff, heavy structure out of tailoring. His unlined, softly shouldered jackets moved with the body, and they changed how men and women dressed for work. Hollywood made him famous worldwide. He dressed Richard Gere in American Gigolo (1980), the first of more than a hundred films he would work on, and for decades the Armani suit became the uniform of power and understatement.

Unlike most fashion founders, Armani never sold his company. He remained its designer, its chairman and its majority owner for half a century, building it from a design studio into a group spanning fashion, beauty, eyewear, watches, homeware, hotels and restaurants.

September 2025 and after

Giorgio Armani died in Milan on 4 September 2025, at the age of 91. He had missed his own shows in Milan and Paris that summer for health reasons, the first time in his career.

He had planned carefully for what would follow. According to reports of his will, a 15 percent stake in the company is to be sold within 12 to 18 months, with preference given to three companies he named: LVMH, L'Oréal and EssilorLuxottica, the last two being long-standing Armani partners in beauty and eyewear. A second stage could follow later in the decade, either a stock-market listing or the sale of a further stake to the same buyer, while the Fondazione Giorgio Armani, his foundation, keeps a controlling interest. As of late September 2026, the company's chief executive, Giuseppe Marsocci, had said the 15 percent might be divided between more than one of the named groups.

The company's creative work continues under the team he built over decades, including his niece Silvana Armani, who had long led womenswear design alongside him.

For you as a buyer, none of this changes what's in the shops. The labels, the licences and the products continue. But it marks the end of an era: one of the last great fashion houses still led by its founder.

Armani's style, in a few words

Before the labels, it helps to understand what makes something look "Armani", because that sensibility runs through every line, from couture to a casual watch.

Softness over structure. Armani's breakthrough was the unstructured jacket: no stiff padding, no rigid lining, shoulders that follow the body. It made tailoring feel relaxed and modern.

Restraint. Armani rarely shouts. His palette is built on neutrals (navy, black, and above all the grey-beige the fashion world calls "greige") with colour used sparingly. Logos, where they appear, are small and clean.

Fluidity. Fabrics drape and move. Trousers are soft and wide, eveningwear flows, and even accessories have smooth, unfussy lines.

Ease. The idea, from the beginning, was clothing that lets people move and work comfortably while looking polished. It's why Armani became the uniform of professionals, and why "effortless" is the word most often used about his work.

Armani is often quoted as saying that elegance is not about being noticed but about being remembered. Whether or not he put it in exactly those words, it captures the house's spirit, and it's a useful test when choosing any Armani piece, a watch included.

A short Armani timeline

• 1934: Giorgio Armani is born in Piacenza, Italy.
• 1957: He starts work at La Rinascente in Milan, dressing windows.
• 1975: With Sergio Galeotti, he founds Giorgio Armani S.p.A. in Milan.
• 1980: He dresses Richard Gere in American Gigolo, a turning point for his fame in America.
• 1981: Emporio Armani and Armani Jeans launch.
• 1988: L'Oréal's luxury division begins developing Armani beauty and fragrance.
• 1991: Armani Exchange opens in New York.
• 1996: Acqua di Giò for men is launched.
• 1997: The Fossil Group begins making Emporio Armani watches under licence.
• 2000: Armani/Casa, the homeware line, launches.
• 2004: EA7, the sports line, is created; Armani Code is launched.
• 2005: Armani Privé couture debuts in Paris.
• 2008: Armani Exchange watches join the Fossil licence.
• 2010: The first Armani Hotel opens in the Burj Khalifa, Dubai.
• 2011: Armani Hotel Milano opens.
• 2013: The fragrance Sì is launched.
• 2014: An Emporio Armani Swiss Made watch collection is introduced.
• 2017: Armani consolidates its fashion labels into Giorgio Armani, Emporio Armani and Armani Exchange.
• 2020: The fragrance My Way is launched.
• 2025: Giorgio Armani dies in Milan on 4 September, aged 91.
• 2026: Under his will, the sale of a 15 percent stake begins to take shape.

The Armani ladder, from top to bottom

Armani Privé: haute couture

Armani Privé is Armani's haute couture line, shown in Paris since 2005. Couture means clothes made to order, by hand, for individual clients, with fittings and an extraordinary amount of handwork. Privé gowns are what you see on red carpets and at the Oscars. Few people ever buy a couture piece, but Privé sets the tone for everything below it, and its name appears on a high-end collection of Armani Privé fragrances.

Giorgio Armani: the main line

Giorgio Armani is the main designer label, the one that began in 1975: tailoring, eveningwear, leather goods and accessories at full luxury prices. This is the Armani of soft, unstructured jackets, greige and navy, fluid trousers and quiet glamour. When people say "an Armani suit", this is the label they usually mean.

Under the 2017 reorganisation (see below), the Giorgio Armani umbrella also took in the homeware line Armani/Casa and the couture of Armani Privé.

Emporio Armani: the younger line

Emporio Armani launched in 1981 as a younger, more accessible line for people who loved Armani's style but couldn't afford the main collection. "Emporio" means emporium, a big shop, and the label was meant to feel open and modern. Its emblem is the eagle, and it's the Armani label most people own: clothes, bags, eyewear, fragrances and, above all, watches.

Emporio Armani is fashion-led, more playful than Giorgio Armani and priced at a premium level rather than full luxury. Since 2017 it has also absorbed the old Armani Collezioni line and the dressier parts of Armani Jeans.

EA7: Emporio Armani's sports line

EA7 is the sports line of Emporio Armani, created in 2004 from an idea of Giorgio Armani's: a collection with a strong sporting identity, distinct from Emporio's fashion collections. The letters stand for Emporio Armani, and Armani has described the number 7 as a symbol of excellence, energy and competitive spirit.

EA7 makes performance-inspired tracksuits, trainers, jackets, swimwear and gym wear, and it has dressed Italian national teams at the Olympic Games. If you've seen a sleek black tracksuit with "EA7" on the chest, that's the label.

Armani Exchange: the casual line

Armani Exchange, usually written A|X, launched in 1991 as Armani's casual, urban, most affordable line, with its first store in New York. It's the Armani of logo T-shirts, denim, hoodies, sneakers and everyday watches, aimed at a younger customer and priced well below Emporio Armani. In the 2017 reorganisation, the more casual parts of Armani Jeans moved into Armani Exchange.

For many people, A|X is their first Armani, and it's a perfectly good one: genuine Armani design at an everyday price.

The labels that no longer exist

You may still see these on older pieces and second-hand sites:

• Armani Collezioni: a slightly more affordable, classic version of the main line. It was merged into Emporio Armani in 2017.
• Armani Jeans: the denim and casual line, launched in 1981. Its pieces were split between Emporio Armani and Armani Exchange in 2017.
• Armani Junior: the children's line, now under Emporio Armani as Emporio Armani kids.

Why Armani simplified in 2017

By the mid-2010s, Armani had around a dozen fashion labels, and the founder himself admitted it had become confusing. In 2017 the company announced it would focus on three brands: Giorgio Armani, Emporio Armani and Armani Exchange. "There was too much confusion with so many collections," Armani said at the time. "Times have changed, and we have to evolve."

Collezioni and the dressier parts of Armani Jeans moved into Emporio Armani; the casual parts of Armani Jeans moved into Armani Exchange; Privé and Armani/Casa came under the Giorgio Armani umbrella. The company accepted a temporary dip in sales while it reorganised, in return for a clearer, stronger structure. That's the structure you see today.

How the labels differ in quality and materials

Price differences between the labels aren't only about the name. They reflect real differences in how things are made.

• Armani Privé uses the rarest fabrics and embroideries, and each piece is made by hand in the couture ateliers, with fittings for the client. It's craft at its most extreme.
• Giorgio Armani uses the finest fabrics and leathers, with much of its tailoring made in Italy. The construction, the finishing inside a jacket and the fabric quality are what you're paying for.
• Emporio Armani offers good-quality fabrics and construction at a lower price, with more fashion-driven designs. Its accessories, including watches and eyewear, are made by specialist licensees to Armani's designs.
• Armani Exchange is made for everyday wear at accessible prices, with simpler materials and construction. Its value is in the design and the name at a price more people can pay.

None of this makes the lower labels poor quality. It means each label makes a different trade-off between price, materials and craft, and you can choose the trade-off that suits you.

Armani beyond clothes

Armani built one of the widest "lifestyle" empires in fashion. Some parts are made by Armani itself; others are made under long-term licences by specialist companies.

• Beauty and fragrance. Armani has worked with L'Oréal, the world's largest beauty company, since the 1980s, and L'Oréal's luxury division has developed Armani perfumes, skincare and make-up since 1988. Reports of the licensing arrangements describe the beauty partnership running to 2050.
• Eyewear. Armani sunglasses and optical frames are made under licence by EssilorLuxottica, with the licence reported to run to 2037.
• Watches and jewellery. Emporio Armani watches have been made under licence by the Fossil Group since 1997; Emporio Armani jewellery was added in 2002 and Armani Exchange watches in 2008. The licence has been renewed several times over the years.
• Home. Armani/Casa, launched in 2000, makes furniture, textiles and interiors in the Armani style.
• Hotels. The first Armani Hotel opened in 2010 inside the Burj Khalifa in Dubai, the world's tallest building, followed by Armani Hotel Milano in 2011.
• Food and flowers. Armani has also run cafés, restaurants, chocolates (Armani/Dolci) and flowers (Armani/Fiori).

Armani eyewear and spectacles

Armani sunglasses and optical frames are sold under the Giorgio Armani, Emporio Armani and Armani Exchange names, following the same ladder as the clothes: Giorgio Armani frames are the most refined and expensive, Emporio Armani frames are fashion-led and mid-priced, and Armani Exchange frames are casual and affordable. All are made under licence by EssilorLuxottica, the eyewear group behind many of the world's best-known frame brands, and they're sold through opticians and sunglass retailers. If you're buying Armani spectacles, have the frames fitted and the lenses made by a qualified optician; the brand on the frame matters less than a good fit and the right prescription.

Which perfume belongs to which label?

A large share of Armani searches are really about fragrance, and the label names on the bottles add to the confusion. Here's how the best-known scents map onto the labels.

Because the beauty and fragrance business is run with L'Oréal, these products are sold through perfumeries, department stores and beauty retailers rather than in Armani's clothing boutiques. We should be clear: ULVARE doesn't sell Armani fragrance or make-up. We carry Emporio Armani and Armani Exchange watches.

How to tell the labels apart on a product

• The eagle means Emporio Armani. It appears on Emporio Armani watch dials, clothing labels and bags.
• "A|X" or "Armani Exchange" means the casual line.
• "EA7" means Emporio Armani's sports line.
• "GIORGIO ARMANI" in full means the main line.
• Watch model numbers help too. Emporio Armani watch references begin with AR (for example AR11541), and Armani Exchange references begin with AX (for example AX1965).

Armani watches: a buyer's guide

Watches are where most people in Pakistan meet Armani, and where Emporio Armani in particular excels: fashionable designs, solid stainless steel, reliable movements and prices far below Swiss luxury. Here's what to know.

A short history of Armani watches

Armani watches as most people know them began in 1997, when Emporio Armani signed a licence with the Fossil Group, the American watch company that also makes watches for several other fashion brands. Fossil designs, manufactures and distributes the watches under Armani's direction. Emporio Armani jewellery joined the licence in 2002, Armani Exchange watches in 2008, and in 2014 a higher-end Emporio Armani Swiss Made collection was introduced. Over the years the partnership has been renewed several times, and Armani has been one of Fossil's most important brands.

This is why Emporio Armani watches combine fashion-house design with the reliability of an experienced watchmaker, and why they're sold widely through watch retailers as well as Armani's own shops.

Emporio Armani or Armani Exchange?

Emporio Armani watches are the dressier, more polished range: sunray and mother-of-pearl dials, crystal-set bezels, two-tone and gold-tone bracelets, chronographs and even automatic skeleton watches. Armani Exchange watches are bolder, more casual and less expensive, often larger, with an urban, sporty look. If you want a watch for the office, weddings and evenings, choose Emporio Armani. If you want an everyday, casual statement for less, choose Armani Exchange.

Automatic Two-Tone Stainless Steel Watch (AR60092)PKR 53,350Claudio Watch AR11541 (Chronograph Stainless Steel Watch)PKR 31,040Three-Hand Stainless Steel Watch (AR11484)PKR 31,040Two Tone Watch AX1965PKR 26,190

Movements: quartz, chronograph, automatic

• Quartz watches run on a battery and a quartz crystal. They're very accurate, low-maintenance and affordable, and most Emporio Armani watches use them. The battery usually needs replacing every couple of years.
• Chronographs are quartz watches with a stopwatch function, shown by the small sub-dials. They look sporty and technical and are among the most popular men's Armani styles.
• Automatic watches are mechanical: they wind themselves from the movement of your wrist and need no battery. Emporio Armani's automatics, such as the AR60092 and AR60093 in our shop, often have skeleton dials that show the moving parts. They're the choice for people who love the craft of a mechanical watch.

Sizes

The case diameter is the most important size measurement.

• Women's Emporio Armani watches in our shop are mostly 28 to 32 mm: delicate, elegant and easy to wear with jewellery.
• Men's Emporio Armani watches are mostly 42 to 43.5 mm, a modern, substantial size.
• Armani Exchange men's watches can be larger still, such as 44 mm.

As a rough guide, a slim wrist suits up to about 40 mm for men and 28 to 32 mm for women; a larger wrist carries 42 to 44 mm comfortably.

Water resistance, explained

Armani watches list water resistance in ATM (atmospheres). The number is a test pressure, not a depth you should dive to, so here's what it means in daily life:

Many of our women's Emporio Armani watches are 3 or 5 ATM, and several men's chronographs are 5 or 10 ATM. Whatever the rating, avoid hot showers, saunas and pressing buttons under water; heat and steam are what damage watch seals.

Dials, bracelets and colours

Emporio Armani offers a wide palette: blue, black, green and champagne sunray dials, mother-of-pearl and crystal-set dials for women, and silver, gold-tone, rose-gold-tone, two-tone and gunmetal cases and bracelets. A few guidelines:

• Two-tone (silver and gold or rose gold) is the most versatile with mixed jewellery.
• Rose-gold-tone suits warm skin tones and pairs beautifully with pink and nude colours.
• Black watches, including black-cased automatics and black-dialled chronographs, look modern and work day and night.
• Leather straps are more formal and lighter; steel bracelets are tougher and better in Pakistan's heat and humidity, where leather absorbs sweat.

Choosing for an occasion or a gift

• A first good watch for him: an Emporio Armani chronograph in stainless steel with a blue or black dial.
• A first good watch for her: an Emporio Armani two-hand or three-hand watch, 32 mm, with a mother-of-pearl dial.
• For a wedding or a groom: an Emporio Armani automatic skeleton, or a gold-tone or two-tone chronograph.
• For a student or a young professional: an Armani Exchange chronograph.
• For someone who loves design: a World Explorer GMT, which shows two time zones, useful for anyone with family abroad.

How to spot a fake Armani watch

Armani watches are widely copied, especially in markets where genuine ones are expensive. Check:

• The model number. Genuine Emporio Armani references begin with AR, and Armani Exchange with AX. Search the number and compare every detail of the photos.
• The caseback. It should be cleanly engraved with the model number and brand details, not crudely stamped.
• The functions. On a genuine chronograph, every sub-dial works. On many fakes, sub-dials are decorative and don't move.
• The weight and finish. Genuine stainless steel feels solid; bracelet links are cleanly finished and the clasp closes firmly.
• The logo and printing. The eagle, the lettering and the indexes should be crisp and evenly applied.
• The box and paperwork. Genuine watches come with the brand's packaging and warranty information, though packaging alone proves nothing.
• The price. A new Emporio Armani chronograph at a small fraction of the price below is not genuine.

Which Armani is right for you?

If you're choosing an Armani piece, here's the simplest way to think about it.

• You want the full Armani experience (tailoring, a statement leather bag, an investment piece): look at Giorgio Armani, and expect luxury prices.
• You want Armani design at a more reachable price, especially a watch, sunglasses or a fragrance: Emporio Armani is the sweet spot, and it's the line most people own.
• You want sporty, comfortable pieces with a designer label: EA7 for tracksuits, trainers and gym wear.
• You want an everyday, casual Armani for less, or a first Armani: Armani Exchange.
• You want a gift that feels special without being extravagant: an Emporio Armani watch is one of the most reliable choices there is, because it suits almost anyone and comes beautifully boxed.

Reading an Armani watch reference

Every Armani watch has a reference that tells you exactly which model it is. Emporio Armani references are the letters AR followed by numbers (AR11541, AR60092); Armani Exchange references are AX followed by numbers (AX1965, AX4181). Some listings add letters after the number for packaging or market versions. The reference is your best tool for checking a watch: search it, and every genuine watch with that number will look the same, with the same dial, case size, bracelet and functions.

Batteries, servicing and repairs

Quartz watches need a new battery every few years, depending on the model and how often a chronograph is used. Have batteries changed by a watch shop that reseals the case properly, especially if the watch is water-resistant. Automatic watches need no battery but benefit from a service every few years to clean and lubricate the movement. If a watch starts losing time, stops unexpectedly or the crown feels gritty, take it in early; small problems are cheaper to fix than large ones.

Buying Armani safely in Pakistan

Armani watches are popular gifts in Pakistan, for birthdays, graduations, weddings and Eid, and that popularity attracts copies. A few habits protect you.

• Know the model number before you buy. Ask the seller for it, search it, and compare the official photos and specifications with the watch you're offered, down to the dial colour, the case size and the bracelet.
• Ask for a video, not just photos. Watch the second hand move, and on a chronograph ask the seller to start and stop the stopwatch so you can see the sub-dials work.
• Check the warranty. Genuine watches come with the brand's warranty information. Ask what warranty the seller offers and how it works if something goes wrong.
• Compare prices sensibly. Prices for genuine watches in Pakistan reflect import costs, so a new Emporio Armani chronograph at a fraction of normal prices is a warning sign.
• Buy from a seller who stands behind the product, with a clear returns policy and a way to reach them after the sale.

Every watch we sell is original, bought from official retailers, checked by hand and video-recorded before it ships, so you can see exactly what you're receiving.

Armani at ULVARE

We carry Emporio Armani and Armani Exchange watches for men and women, all original, bought from official retailers, checked by hand and video-recorded before they ship. Prices are live below, and delivery is free anywhere in Pakistan.

Emporio Armani chronographsAll Emporio Armani watches →

Emporio ArmaniChronograph Two-Tone Stainless Steel Watch (AR11678)PKR 38,800Sourced to order

Emporio ArmaniChronograph Stainless Steel Watch AR11637PKR 38,800Sourced to order

Emporio ArmaniQuartz Chronograph Watch (AR11772)PKR 40,740Sourced to order

Emporio ArmaniQuartz Chronograph Watch (Green Dial, Stainless Steel, AR11746)PKR 40,740Sourced to order

Emporio Armani automaticsAll Emporio Armani watches →

Emporio ArmaniAutomatic Two-Tone Stainless Steel Watch (AR60092)PKR 53,350Sourced to order

Emporio ArmaniAutomatic Black Stainless Steel Watch (AR60093)PKR 53,350Sourced to order

Emporio Armani dress watchesAll Emporio Armani watches →

Emporio ArmaniWomen's Two-Hand Stainless Steel Watch AR1908 (Mother of Pearl)PKR 32,980Sourced to order

Emporio ArmaniTwo-Hand Two-Tone Stainless Steel Watch (Champagne Dial)PKR 35,890Sourced to order

Emporio ArmaniWomen's Two-Hand Rose Gold-Tone Stainless Steel Watch (AR11244)PKR 36,860Sourced to order

Emporio ArmaniWomen's Two-Hand Rose Gold-Tone Stainless Steel Watch (AR1909)PKR 32,980Sourced to order

Emporio ArmaniTwo-Hand Gold-Tone Stainless Steel Watch (AR11608)PKR 32,010Sourced to order

Emporio ArmaniWomen's Two-Hand Two-Tone Stainless Steel Watch (AR1926)PKR 32,010Sourced to order

Emporio ArmaniTwo-Hand Stainless Steel Watch (Pink Dial) AR11686PKR 31,040Sourced to order

Emporio ArmaniTwo-Hand Stainless Steel Watch (Green Dial)PKR 35,890Sourced to order

Armani Exchange (A|X)All Armani Exchange →

Armani ExchangeBanks Watch AX1721PKR 26,190Sourced to order

Armani ExchangeDrexler Watch AX2611PKR 26,190Sourced to order

Armani ExchangeDrexler Watch AX2639PKR 26,190Sourced to order

Armani ExchangeSpencer Watch AX1956PKR 26,190Sourced to order

Caring for an Armani watch

• Keep it away from heat and steam. Showers, saunas and hot water damage seals even on water-resistant watches.
• Wipe it after wear, especially in summer. Sweat and dust collect in bracelet links; a soft cloth keeps it clean.
• Replace the battery promptly on quartz watches when it runs down, ideally at a watch shop that checks the seals.
• Wear an automatic regularly or use a watch winder, so it keeps running.
• Store it in its box, away from magnets, phones and speakers, which can affect movements.
• Have it serviced if it starts losing time or the crown feels rough.

Five things people get wrong about Armani

1. "Armani Exchange is a fake or an outlet brand." It isn't. A|X is the Armani group's own casual line, launched in 1991 and sold in its own stores and through authorised retailers.
2. "Emporio Armani is a cheaper copy of Giorgio Armani." It's a different line from the same house, designed under Giorgio Armani's direction for a younger customer and a lower price. Not a copy, a sibling.
3. "EA7 is a separate company." EA7 is part of Emporio Armani: its sports line, created in 2004.
4. "Armani perfume and Armani clothes are made by the same people." The fragrances and beauty products are developed with L'Oréal under a long-standing licence, and watches by the Fossil Group. The designs carry the Armani name and approval, but specialists make them.
5. "Armani Jeans and Armani Collezioni still exist." Both were folded into Emporio Armani and Armani Exchange in the 2017 reorganisation. You'll still see their labels on older and second-hand pieces.

Armani and the red carpet

Few designers have shaped how stars dress for awards as much as Giorgio Armani. From the 1980s onwards, his soft tailoring and fluid eveningwear became a fixture at the Oscars and the major film festivals, and he dressed generations of actors on and off screen. His work on more than a hundred films began with American Gigolo in 1980, and it gave the brand a Hollywood glamour that no advertising could have bought. Armani Privé, launched in 2005, carried that tradition into couture, and Privé gowns remain a red-carpet staple. When people associate Armani with quiet, confident elegance, this is where much of that image comes from.

Frequently asked questions

Is Emporio Armani the same as Giorgio Armani?

They're the same company but different labels. Giorgio Armani is the main luxury line, founded in 1975. Emporio Armani, launched in 1981, is the younger, more accessible line. Both were created by Giorgio Armani.

Is Armani Exchange real Armani?

Yes. Armani Exchange (A|X) is the Armani group's own casual, most affordable line, launched in 1991. It's genuine Armani, designed for everyday wear at lower prices.

What does EA7 stand for?

EA stands for Emporio Armani. EA7 is Emporio Armani's sports line, created in 2004. Armani describes the number 7 as a symbol of excellence, energy and competitive spirit.

Which Armani label is the most expensive?

Armani Privé, the made-to-order haute couture line, is the most expensive. Among ready-to-wear labels, Giorgio Armani is the most expensive, followed by Emporio Armani, with Armani Exchange the most affordable.

What is Armani Privé?

Armani Privé is Armani's haute couture line, shown in Paris since 2005: made-to-order gowns and outfits for individual clients, often seen on red carpets. There is also a high-end collection of Armani Privé fragrances.

Did Giorgio Armani die?

Yes. Giorgio Armani died in Milan on 4 September 2025, aged 91.

Who owns Armani now?

After Giorgio Armani's death, control passed according to his will, with his foundation, the Fondazione Giorgio Armani, holding a key stake. His will requires a 15 percent stake to be sold within about 18 months, with preference for LVMH, L'Oréal and EssilorLuxottica. As of late September 2026, the chief executive had said the stake could be split among more than one buyer.

Who makes Emporio Armani watches?

Emporio Armani watches have been made under licence by the Fossil Group since 1997, and Armani Exchange watches since 2008.

Are Emporio Armani watches good quality?

They're well-made fashion watches with stainless steel cases, mineral crystals and reliable quartz movements, and the range includes automatic watches. They're not Swiss luxury watches, and they're priced accordingly, but they're dependable, stylish and good value.

Which Armani line makes Acqua di Giò and Armani Code?

Both are Giorgio Armani fragrances, made with L'Oréal. Acqua di Giò was launched for men in 1996 and Armani Code in 2004. Stronger With You belongs to Emporio Armani.

Do you sell Armani perfume?

No. We carry Emporio Armani and Armani Exchange watches. Armani fragrances and beauty products are sold through perfumeries and beauty retailers.

Is Armani a luxury brand?

Yes, Giorgio Armani and Armani Privé are luxury and couture labels at the top of fashion. Emporio Armani is a premium designer line, and Armani Exchange is the group's accessible, casual line. All four are genuine Armani, at different levels.

Are Armani Exchange watches good?

They're good everyday fashion watches: stainless steel, quartz movements and bold designs at accessible prices. If you want a dressier finish, more refined dials or an automatic movement, Emporio Armani is the step up.

Are Emporio Armani watches Swiss?

Most Emporio Armani watches are fashion watches with Japanese or other quartz movements, made under licence by the Fossil Group. A separate Emporio Armani Swiss Made collection was introduced in 2014, and those watches say "Swiss Made" on the dial.

What is the difference between an AR and an AX watch?

AR references are Emporio Armani watches, the dressier and more polished range. AX references are Armani Exchange watches, the more casual and less expensive range.

Sources

• Wikipedia, Giorgio Armani and Armani
• ABC News, Giorgio Armani, legendary Italian fashion designer, dies at 91
• Fortune, Giorgio Armani dies at 91: his succession plan and Armani's will requires the sale of a 15% stake (27 September 2026)
• Yahoo Finance, Armani weighs splitting 15% stake among EssilorLuxottica, L'Oréal and LVMH
• Inside Retail, Giorgio Armani consolidating brands and Business of Fashion, Giorgio Armani speaks on restructuring strategy
• Armani, About EA7
• Fossil Group, Fossil Group and Giorgio Armani extend partnership and Modaes, Fossil renews its licence with Armani
• Premium Beauty News, L'Oréal pays homage to Giorgio Armani
• Watch specifications: the official details for the pieces in our shop.