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THE
JOURNAL

by Gianluca Isaia

05 OCT 2018

"Adda passà ‘a nuttata"
"Must get through the night"

by Gianluca Isaia

The sense of time, a Napule, m’avite a credere,(in Napoli, you must believe me) is not at all like in other places. We Neapolitans have a very peculiar concept of time, of timelines and even of the calendar.‘O tiemp’(time)for us is something that expands, wavers, that can be squandered and left to dissipate like sand in an hourglass, that we view in a philosophical, impassive and detached way, as if we were demigods only concerned with radiant eternity. Or, vice versa, time here is something to be chased, to burn in the ravenous expanded time of an instant, to swallow hungrily and excitedly as if there were no tomorrow.

The concept of time in Napoli exists between these two opposite but ultimately complementary parameters, as surreal and undefinable as our wonderful city.Good friend or invincible foe, depending on the occasion and the personal and philosophical approach of those dealing with it.An ancient proverb, as true and poetic as few others, explains this well:“Pe’ l’omm’ ca tene pazienza ‘o tiemp’ è amico, pe’ l’omm’ c’arronza ‘o tiemp’ è ‘o peggio tiranno.”(time is a friend to a patient man, and the worst enemy to the man who is not).

In Napoli, “living a day at the time” is a common adage.Every second of life must please you, we need to savour it and enjoy it to the maximum, as true hedonists, as epicureans worthy of the Greek mould of ancient Neapolis.It is now or never.For example, “must get through the night", a resigned and yet hopeful refrain from the one of Eduardo De Filippo’s plays and which you will hear again and again if you come to visit us, means everything and nothing.It is in any case an invitation to look further, to turn another page in order to see the light, even through the darkest night.

It doesn’t matter if this happens first thing the following morning, or after a long or short period, but without doubt, sooner or later things will be better. It is a saying that clearly indicates the movement past fixed boundaries, the impossibility of letting fixed dates and the constraints of daily life affect us. Napoli is an unexpected event and an improvisation, it is the plot twist and the time that always comes back, round and spinning like the wheel of the Lotto. Everything, every possibility is yet to be written and to be invented, “‘o tiemp’ è n’na pagina bianca” (time is a blank page)

Time running, going round and round, without end. This is all that I thought, when I thought of an Isaia watch, tradition and future. And the beautiful song by Edoardo Bennato came into my mind, with its memorable words: “one week, one day or only one hour, sometime they are worth an entire life”.

I wanted our watch to be not just a quality technological creation, and I wanted it to represent our sense of beauty. I liked the idea that it might be able to make a mark, to embody and interpret an emotion, to be able to hold it for a luminous, timeless instant.