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Being precise, being reliable and correct. Being on time. This is pure Swissness. Combined with classy elegance and a hint of luxury, the traditional craftsmanship of watch making is an investment in both, status and style. Fascination on the wrist for a lifetime, if not even more.

A souvenir for generations to come.

Even though a watch might be a rather expensive souvenir, it's something to buy with a certain meaning. It's a value we share with very special people around us, if not even ourselves. Or something that is closely tied to important moments in our lives. A timepiece always is referring to the limited time we have. And manifesting achievements and milestones. A piece to shine for everyone.

Switzerland's tradition in luxury watch making is going back to the 16th century, when people in Geneva were banned to wear jewelry through the laws of reformer Calvin. As a side-effect, jewelers were looking into watch making with their precious materials and techniques. An important factor for the know-how of state of the art watches brought the immigration of Huguenots from France in the late 17th century. Pendulum and pocket watches were the main products of that early time. 1770 Louis-Abraham Perrelet invented the first automatic pocket watch. In the 1920's, wrist watches became more and more popular. The precision of a watch and its features was always the price driving factor.

20 years after the invention of electronic quartz watches in the 1950's, all of a sudden the traditional watchmaking was under pressure from both sides, technical innovation and the modern looks. But mainly because of the tremendously lower cost of such a tool with similar, or even more features of the same precision. A real economic crisis with closed factories, unemployed experts in this segment was the result. With a huge effort, united forces of business and science in Switzerland, a group of enthusiasts developed Swatch as a strong and trendy brand within the quartz segment. Which led to global success, ensured capacity in the plants and furthermore secured the whole industry of watchmaking by creating a solid base.

Masterpieces of resilience.

Nowadays, despite the electronic and digital developments, the classic automatic Swiss watch is back on its throne. Standing for eternity, durability and sustainability – independent from power resources, it's both – a timeless time keeper and a statement of resilience. The countless Swiss watch brands are shining in the top boutiques all over the world and on the wrist of many influential figures and celebrities of our times.