DAMIANI AND MASERATI TEAM UP TO PRODUCE JEWELRY LINE

DAMIANI AND MASERATI TEAM UP TO PRODUCE JEWELRY LINE

(ANSA) - Modena, October 20 - Maserati and jeweler Damiani have teamed up to produce a line of jewelry ''inspired by the world and elegance'' of the iconic Italian sports car.

Damiani will design, produce and market the line of jewelry which will be sold through the jeweler's commercial net work and by Maserati dealers around the world.

The licensing deal will initially run through 2011.

The Italian jewelry company, founded in 1924, has been a pioneer in marketing and advertising strategies and was the first jeweler to issue certificates of authenticity for its products.

Maserati, founded in 1914, was acquired by Fiat in 1993 which in 1997 sold 50% of the sports car company to its long-time rival Ferrari, which is also part of the Fiat group.

Ferrari took full control in 1999 but in 2005 Maserati was spun off by Fiat and merged with its Alfa Romeo marque.

Two years later Maserati produced its first net profit since becoming part of the Fiat group, thanks mostly to strong sales in the United States, its biggest market.

photo: a Maserati Quattroporte Sport GTS