Dom Italiano

Elevating Dom Italiano and Grip Auto through Legacy, Community Engagement and Storytelling

 

Wristwatch Check was first launched on a Thursday night in May 2024 at Benzina Stables on the outskirts of Melbourne. It was a great success for a pilot idea to test whether people wanted to go to a car-themed watch event. The feedback was overwhelmingly positive, with many people loving the idea of coming for watches and cars, walking away with new friends and feeling like they’re part of a community.

For its second edition, we moved the event to Saturday night, 15 March 2025, at the Fox Classic Car Museum in the Melbourne CBD during the Melbourne Grand Prix weekend. Grip Auto was responsible for designing and creating the Fox Legacy Watch made out of Lindsay Fox’s original truck, and we placed it at the centre of the event. Elevating the Grip Auto brand as a legacy watch brand and connecting his story with high-net-worth individuals.

 

The Challenge

Dom Italiano’s Grip Auto timepieces were beautifully crafted and well priced, but they failed to cut through in a crowded market. Without a compelling brand story or an emotional connection, high-net-worth collectors overlooked Dom’s Tourismo and other models.

 

Strategic Approach

Narrative alignment
We approached Hannah Fox at a Cars and Coffee meetup to pitch the idea of the Fox Legacy Watch, forged with parts from Lindsay Fox’s original truck. Hannah and Lindsay Fox approved the project.

  • Charitable tie-in
    We chose Beyond Blue for its focus on mental health and suicide prevention, reflecting the Fox family’s connection to the cause and our commitment. All proceeds from the Fox Legacy Watch benefited Beyond Blue.

  • Partnerships
    Gospel Whiskey ran the VIP bar, cocktail workshops and whisky tastings. ArtNeun curated the car show, transforming the museum car park into a photographer’s paradise for prominent car collectors.

Event positioning
 We promised attendees 50 cars from the Fox family collection, 15 standout vehicles from Melbourne’s car community and 15 watch brands from Australia and overseas, plus cocktail and whisky workshops, F1 racing simulators and targeted networking sessions.

 

Implementation

Designs

  • Fox Legacy Watch 2025 by Grip Auto Timepieces

    • Damascus steel ring forged from engine parts of Lindsay Fox’s original truck

    • Sellita SW300 elaborate automatic movement

    • Titanium case with sapphire crystal

    • Limited to three pieces: one for Lindsay Fox, one for Peter Fox and one auctioned at the event

  • Programming

    • Professional watch photography stations

    • Curated car exhibits in collaboration with ArtNeun

    • Dynamic presentations showcasing Dom’s design journey

    • Networking sessions centred on sharing personal watch stories

  • Marketing

    • Published Cars, Watches and Lifestyle, a coffee-table book released at the event featuring Dom’s story and the Fox Legacy Watch

    • Ran targeted social media campaigns and paid ads to build awareness among collectors

 

Results

The event sold out the night before, drawing a mix of collectors, executives and entrepreneurs.

  • Grip Auto’s brand perception shifted from a niche microbrand to a recognised authority on legacy timepieces among high-net-worth car and watch enthusiasts.

  • Hannah Fox publicly praised it as the best event the museum had hosted, astonished by how fully we delivered on a vision few believed possible.

The wealth of photo and video assets plus the book created a marketing toolkit that will drive interest and attendance for future editions, despite the significant upfront investment.

 

Key takeaways


If you believe in your vision, it is up to you to bring it to life, especially when others don’t see it.

  • Projects often take more time and cost more than expected; be ready to grow past your own limitations.

  • People seek connection; focus on creating genuine experiences that foster relationships.