This is a beautiful and rare Italian retractable tape measure from Singer.  Based on the material and mechanics of the tape measure, this one likely predates the more common Centennial Singer tape measures we occasionally find here in the US.  This one is of course in centimeters instead of inches, and the coated cloth tape is cream on one side and red on the other.  It retracts with the button in the center on the back of the unit.  This is without a doubt - a rare find!