In 1925, Adele and Edoardo Fendi established a leather goods store in Rome. At the time, they were inspired by the fur collars that were popular in Hollywood and started selling fur coats, which became a success. Now, they are known as a status symbol for Italian women. In 1965, they welcomed Karl Lagerfeld, who was a rising star at the time, as their chief designer, and produced a series of innovative designs. In 2000, they became part of the LVMH Group, and expanded their stores. In the watch business, they started manufacturing watches in 1988, and in 2013, they bought the watch manufacturer Talamac and launched a subsidiary called "Fendi Timepieces" that specializes in watches. With Domenico Oliveri as CEO, they have been producing fashionable watches that are unique to Fendi.