This is completely subjective, but I don't think "Armani" and "modern and brilliant" belong in the same sentence. They're often over-advertized, underwhelming, and overpriced. Here in the US, we had to endure two weeks of commercial campaign blitzes around Christmas asking "Do you have THE CODE? THE CODE of Seduction?! Armani Code!!!"Originally Posted by farshad
BUT, I do like a few of his offerings from the Emporio Armani line. They're a little harder to find, but I like the original EA Him and EA HIM WHITE quite well.
Depending on your budget, there are a number of choices that might work. Staying with Chanel, I always like to recommend Pour Monsieur (especially the "Eau concentree" version).
Guerlain Vetiver is always a solid choice, as is the new Prada Amber pour homme (although it's one that is really trendy now, so depending on where you are located, it may be worn by lots of people).
If you are looking to spend a little more, I think Fresh Cannabis Santal, L'artisan Voleur de Roses, and LV Piper Nigrum are pretty brilliant and timeless.