The names Rolex and Patek Philippe conjure up lovely pictures of the most exclusive and sophisticated timepieces that are every man’s desire. The vision of being surrounded by these elegant watches in the midst of luxury will soon be a reality for many.

The L’O – Hotel L’Orologio an exclusive and private boutique hotel, with the support of Whythebest, the chic hotel group based in Florence, is all set to welcome the fashion fraternity for the Pitti Uomo men’s fashion shows.

The L’O Hotel L’Orologio is special in that the basic set up of the hotel is based upon elite, sophisticated horology and impressive horological traditions. The owner Sandro Fratini’s penchant for watches and his splendid collection of over 2,000 vintage pieces has been included in the hotel décor making for a special ambience, not seen elsewhere.

Some of the most prized timepieces from the collection have been incorporated into the décor of the place and have been used as ornamental show pieces. The interiors of the hotel is like a vintage luxury watch showroom with Rolex, Patek Philippe and Vacheron – Constantin watches placed strategically around the place.

Each floor of the hotel and all 54 rooms have elements of the owner’s vast and unique collection in it.

Marianna Gagliardi has designed the hotel to resemble an exclusive men’s club. The entire décor is male-centric with abundant use of leather, polished bronze, parchment and velvet. The distinct, yet subtle tobacco aromas wafting in the air complete the entire set up.

All rooms have been done up with an understated lavish elegance but the duplex rooms merit special mention for the extra lavish décor and luxurious comfort. The bar, library and the restaurant have a timeless grace but the guest will never be at a loss for time.