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Rolex Submariner Date 126610LN-0001 New Steel 41mm Automatic
TOP
Rolex Submariner Date
฿468,249
Professional dealer
 
AU
Audemars Piguet Royal Oak Offshore Chronograph 25863TI.OO.A001CU.01 New Titanium 48mm Automatic
TOP
Audemars Piguet Royal Oak Offshore T3 Bespoke Diamond Set
Price on request
Professional dealer
 
AU
Audemars Piguet Royal Oak Perpetual Calendar 26574OR.OO.1220OR.01 Unworn Rose gold 41mm Automatic
TOP
Audemars Piguet Royal Oak Perpetual Calendar 41mm Rose Gold...
฿5,578,618
Free shipping
Professional dealer
485
US
Rolex Cellini Dual Time 50525 New 45mm Automatic
TOP
Rolex ロレックス チェリーニ デュアルタイム 39 自動巻き ROLEX 50525 腕時計 新品 ブラック 時計
฿501,904
Professional dealer
58
JP
Omega Seamaster Aqua Terra 231.10.39.60.06.001 Very good Steel 38.5mmmm Quartz Thailand, Bangkok
Omega Seamaster Aqua Terra incl box and papers
฿79,000
Private Seller
TH
Franck Muller Casablanca 7880 Very good Rose gold 47mm Automatic
TOP
Franck Muller Casablanca Chronographe 7880 18k pink gold
฿634,286
Professional dealer
15
MC
Patek Philippe Golden Ellipse 3748 Very good Yellow gold 27mm Manual winding
TOP
Patek Philippe SADDAM HUSSEIN Signature & Iraqi Eagle Sigma...
Price on request
Professional dealer
10
ES
Mido Commander 8429 Good Steel 37mm Quartz Thailand, Bangkok
Mido Day-Date Commander Ocean Star President
฿10,500
Private Seller
TH
Franck Muller Vanguard V45SCDT Very good Titanium 44mm Automatic Thailand, Banglamung
Franck Muller Vanguard
฿151,228
Private Seller
TH
Patek Philippe Golden Ellipse 3848 Very good Yellow gold 27mm Manual winding Thailand, Suanluang
Patek Philippe Golden Ellipse
฿264,092
Private Seller
TH
Rolex Submariner (No Date) 5513 Very good Steel 40mm Automatic Thailand, bangkok
Rolex Submariner Maxi Mk2
฿607,109
Private Seller
TH
Tudor Prince Date 79410P Good Steel 46mm Automatic Thailand, Chatuchak
Tudor Prince Date Good Condition Tudor Prince Stainless Steel...
฿43,155
Private Seller
TH
Rolex Oyster Perpetual Date 15200 Very good Steel 34mm Automatic Thailand, Chonburi
Rolex Oyster Perpetual Date Rolex Oyster Perpetual Date Box +...
฿125,943
Private Seller
TH
Omega Seamaster 166.026 Good Steel 35mm Automatic Thailand, Phuket
Omega Seamaster
฿29,785
Private Seller
TH
Breitling Chronomat Colt A17313101F1A1 Very good Steel 41mm Automatic Thailand, Bangkok
Breitling Chronomat Colt
฿70,500
Private Seller
TH
Rolex Submariner Date 16610 Good Steel 40mm Automatic Thailand, Chatuchak
Rolex Submariner Date
฿295,000
Private Seller
TH
Tudor Black Bay Bronze 79250BB-0001 Good Bronze 43mm Automatic
TOP
Tudor Heritage Black Bay
฿226,051
Professional dealer
52
US
Breitling Superocean Heritage 46 A17320 Good Steel 46mm Automatic Thailand, Phuket
Breitling Superocean Heritage 46
฿94,904
Private Seller
TH
Omega De Ville Prestige 424.20.37.20.03.001 Very good Gold/Steel 36.8mm Automatic Thailand, Sa Kaeo
Omega De Ville Prestige
฿130,000
Private Seller
TH
Rolex Oyster Perpetual 124300-0003 Unworn Steel 41mm Automatic Thailand, Pattaya
Rolex Oyster Perpetual
฿288,312
Private Seller
TH
Omega 145.022 Very good Steel Manual winding Thailand, Bangkok
Omega Speedmaster Professional Moonwatch japan racing
฿217,000
Private Seller
TH
Rolex Oyster Perpetual 276200 Unworn Steel 28mm Automatic Thailand, Bangkok
Rolex Oyster Perpetual
฿215,363
Private Seller
TH
Rolex Datejust 126233 Unworn Gold/Steel 36mm Automatic Thailand, Bangkok
Rolex Datejust
฿435,923
Private Seller
TH
Tudor Black Bay Fifty-Eight 79030B Unworn Steel 39mm Automatic Thailand, pathumtani
Tudor Black Bay Fifty-Eight
฿120,000
Private Seller
TH
Omega Speedmaster 311.10.39.30.01.001 Good Steel 38.6mm Manual winding Thailand, Bangkok
Omega Speedmaster Trilogy
฿220,000
Private Seller
 
TH
Tudor Black Bay Fifty-Eight 79030B Very good Steel 39mm Automatic Thailand, Bangkok
Tudor Black Bay Fifty-Eight BB58 Blue
฿122,713
Private Seller
 
TH
Tudor Black Bay Bronze 79250BB Unworn Bronze 43mm Automatic Thailand, Bangkok
TOP
Tudor Black Bay Bronze
฿122,000
Private Seller
TH
Omega Seamaster Diver 300 M 212.30.44.52.01.001 Very good Steel 44mm Automatic Thailand, Bangkok
Omega Seamaster Diver 300 M Chronograph GMT
฿145,319
Private Seller
 
TH
Vacheron Constantin Patrimony 33093/3 Very good White gold 31.5mm Manual winding
Vacheron Constantin Patrimony 18K Weissgold Handaufzug...
฿205,663

Sold by Chrono24

DE
Patek Philippe Travel Time 5524R Very good Rose gold 42mm Automatic
TOP
Patek Philippe Calatrava Pilot Travel Time Brown Dial 5524R-001
฿1,449,956
Professional dealer
14
US
Omega Genève Geneve Very good Yellow gold 34mm Manual winding
TOP
Omega Geneve vintage 14K Gold with box 1972
฿51,858
Professional dealer
140
HU
Jaeger-LeCoultre Reverso (submodel) Q2623402 New White gold 21mm Manual winding
TOP
Jaeger-LeCoultre Reverso Joaillerie
฿788,053
Professional dealer
247
ES
Rado Original R12416633 New Steel 35mm Automatic Thailand, Nakhon Sawan
Rado The Original Automatic Diastar R12413773
฿35,000
Professional dealer
7
TH
Tudor Prince Date 74000N Very good Steel 34mm Automatic Thailand, Chonburi
Tudor 34mm Prince Date
฿79,925
Free shipping
Professional dealer
11
TH
Maurice Lacroix Masterpiece Squelette MP7138-SS001-030 Very good Steel 43mm Manual winding
TOP
Maurice Lacroix Masterpiece Squelette
฿94,374
Professional dealer
116
CH
Chopard Mille Miglia 8182 Very good Steel 31.5mm Quartz
TOP
Chopard Mille Miglia Quartz With papers - 8182
฿71,117
Free shipping
Professional dealer
931
NL
Blancpain Villeret 6025AS-3430-55 New Platinum
TOP
Blancpain Villeret ,Métiers Art Tourbillon Squelette 8 Juors...
Price on request
Professional dealer
10
ES
Rolex Milgauss 116400 Very good Steel 40mm Automatic
Rolex Milgauss Automatik Edelstahl Herrenuhr Oyster Perpetual...
฿290,234

Sold by Chrono24

DE
Jaeger-LeCoultre Q2548441 New Steel Manual winding
TOP
Jaeger-LeCoultre Classic Medium Thin / An Lager/ In stock
฿174,417
Professional dealer
448
CH
Ulysse Nardin Marine Chronometer 41mm 263-66 Very good Steel 41mm Automatic
TOP
Ulysse Nardin Marine Chronometer 41 mm
฿120,589
Professional dealer
23
CH
Omega Seamaster Diver 300 M 210.90.42.20.01.001 Unworn Titanium 42mm Automatic
TOP
Omega Seamaster Diver 300M Master Chronometer 007 Limited Ed.
฿338,248
Professional dealer
5358
IT
Rado Original R12416633 New Steel 35mm Automatic Thailand, Nakhon Sawan
Rado The Original Automatic Diastar R12431264
฿31,000
Professional dealer
7
TH
Tudor Hydronaut 89190 Unworn Steel 40mm Automatic Thailand, Chonburi
Tudor Prince Date Hydronaut 40mm
฿115,448
Free shipping
Professional dealer
11
TH
Chopard L.U.C 161934-5001 New Rose gold 40mm Automatic
TOP
Chopard L.U.C.
฿590,710
Professional dealer
116
CH
Chopard Happy Sport 288499 Very good Steel 42mm Quartz
TOP
Chopard Happy Fish Chronograph Watch 42 MM - Ref 288499-3016
฿142,042
Free shipping
Professional dealer
931
NL
Parmigiani Fleurier Tonda PFC273-0061400-HE1421 New 33mm Automatic
TOP
Parmigiani Fleurier Tonda Metropolitaine Automatic 33mm...
฿113,026
Professional dealer
US
Rolex Air King 116900 Very good Steel 40mm Automatic
Rolex Air King Automatik Edelstahl Herrenuhr Oyster Perpetual...
฿287,159

Sold by Chrono24

DE
Oris Artix GT 01 674 7661 4434-07 4 22 20FC New Steel 44mm Automatic
TOP
Oris Artix Gt Chronograph
฿63,722
Professional dealer
47
CA
Girard Perregaux Vintage 1945 90275-52-111-BA6A Unworn Rose gold 36mm Automatic
TOP
Girard Perregaux Vintage 1945 XXL Perpetual Calendar Equation...
฿870,336
Professional dealer
23
CH
Chopard La Strada 433 1 Very good White gold 18mm Quartz
TOP
Chopard Ladies La Strada, Curved Rectangular White Gold Diamonds
฿116,324
Professional dealer
65
CH
Rado Original R12416633 New Steel 35mm Automatic Thailand, Nakhon Sawan
Rado The Original Automatic Diastar R12413493
฿30,000
Professional dealer
7
TH
Tudor Prince Date 74033 Very good Gold/Steel 34mm Automatic Thailand, Chonburi
Tudor Prince Date 34mm
฿86,384
Free shipping
Professional dealer
11
TH
Rolex Submariner Date 126610LN Unworn Steel 41mm Automatic
Rolex Submariner Date 41 MM 126610LN Unworn 2021 New Card
฿522,075
Professional dealer
 
UK
Eberhard & Co. Chrono 4 31052 Very good Steel 43mm Automatic
TOP
Eberhard & Co. Chrono 4 Grande Taille REF, 31052CU
฿126,665
Free shipping
Professional dealer
931
NL
Hublot Big Bang 44 mm 301.PC.1007.RX Good Rose gold Automatic
Hublot Big Bang 301.pc.1007.rx 18k Cappuccino Dial 44.5mm
฿601,919
Professional dealer
21
EE
Breitling Chronomat K13050.1 Very good Yellow gold 39.5mm Automatic
Breitling Chronomat GT 18K Gold Chronograph Automatik Herrenuh...
฿224,883

Sold by Chrono24

DE
Longines DolceVita L5.686.4 Unworn Steel 33.9mm Quartz
TOP
Longines Dolce Vita Dolcevita
฿38,594
Professional dealer
47
CA
Rolex Datejust 16018 Very good Yellow gold 36mm Automatic
TOP
Rolex Oyster Perpetual Datejust "Latte" Dial 16018
฿603,533
Professional dealer
21
FR
Rolex Datejust II 116334 Very good Steel 41mm Automatic
Rolex Datejust II "Blue dial" - 2016
฿357,745
Professional dealer
7
SE
Rado Original R12416633 New Steel 35mm Automatic Thailand, Nakhon Sawan
Rado The Original Automatic Diastar R12413613
฿32,000
Professional dealer
7
TH
Tudor Prince Date 74033 New Steel 34mm Automatic Thailand, Chonburi
Tudor 34mm Prince Date
฿117,869
Free shipping
Professional dealer
11
TH
Rolex Sky-Dweller 326934 New Steel 42mm Automatic
Rolex Sky-Dweller 326934 Steel 42mm White Dial – 2019 Box and...
฿699,803
Professional dealer
 
UK
Chopard Ice Cube 11/8898 Very good Steel 22mm Quartz
TOP
Chopard ice cube, ICE CUBE, ICONIC, LADIES, WATCH, BLUE HANDS,...
฿103,600
Free shipping
Professional dealer
931
NL
Blancpain Léman Fly-Back 2685F-3630-53B Very good Rose gold 40mm Automatic
Blancpain Flyback Leman Perpetual, Extra strap
฿1,076,326
Professional dealer
21
EE

Swiss Watches: World-Renowned Timepieces

Swiss watches are synonymous with precision and luxury. The most well-known names in the business, with few exceptions, all hail from this Alpine country. Rolex, Omega, IWC, and Breitling all represent tradition and high quality.


This page contains information about:


Everything to Know About Swiss Watches in This Article

  • Buying advice for Swiss-made watches
  • Watches in different price ranges
  • Manufacturers, collections, and models
  • History of the Swiss watch industry

Which Swiss Watch Should I Buy?

If you want to buy a Swiss watch, you have a wide range of options. The right way to find out which watch is best for you is to ask yourself the following question: How much do I want to spend?

A new, brand-name Swiss watch with a mechanical movement can cost as little as 1,000 euros. You can find watches from manufacturers such as Chronoswiss, Maurice Lacroix, Oris, and Raymond Weil in this price range. Some series from these manufacturers are more expensive, however. For example, Raymond Weil's Nabucco chronograph costs around 3,000 euros new with a titanium case. TAG Heuer and Tissot also have a large selection of watches available for less than 5,000 euros.

Rolex and Omega are probably the most well-known representatives of Swiss luxury watches. The legendary Omega Speedmaster Professional is available in many different variations for less than 5,000 euros. The version closest to the original Moonwatch chronograph, which you can find under reference number 311.30.42.30.01.005, costs around 3,500 euros and has a stainless steel case. The material certainly influences the price, as cases made of precious metals are much more expensive than those made of stainless steel.

An Omega diving watch from the Seamaster collection with a gold case costs around 15,000 euros. The Rolex Submariner without a date display and a stainless steel case costs around 6,500 euros new. You should be prepared to spend at least 23,000 euros for a yellow gold Submariner, and 25,000 euros for a Rolex Daytona.

Patek Philippe's Nautilus is one of the most sought-after and expensive stainless steel sports watches from Switzerland. Without any complications, the women's version costs 20,000 euros, and the men's 25,000 euros. With a white gold or platinum case, the price jumps to 140,000 euros. The Calatrava, also from Patek Philippe, is the definition of a classic, elegant dress watch. New, the most popular version costs around 15,000 euros.

If you decide to go with a watch from Breguet or Blancpain, expect prices over 100,000 euros. Cases made of precious metals, diamond-set cases and straps, and intricate complications such a tourbillon increase the value of such watches. The newcomer Hublot also has some watches in this price range. The futuristic MP-05 LaFerrari watch usually costs 200,000 euros. The version with a sapphire glass case is over double the price, costing more than 400,000 euros.


Watches: Iconic Exports

Watches are a defining part of Switzerland's cultural image. They're more iconic than the banks and the cheese; only chocolate ranked "more Swiss" than watches according to a survey of participants from 15 different countries.

About 30 million watches leave the production halls of this little Alpine country every year. The variety amongst these watches is impressive. They range from traditional gold watches with complications such as a:

  • Moon phase display
  • Perpetual calendar
  • Minute repeater
  • Double chronograph

to diving and pilot's watches. Some of the Swiss companies even produce high-tech smartwatches. Many of these watches function as status symbols, ignoring their actual intended functions. Many diving watches from the Seamaster and Submariner collections will never go underwater, and only a small number of the pilot's watches sold by IWC or Breitling are actually worn in the cockpit. These watches work equally well as a tool watch or a luxury lifestyle object.

There are also mass market affordable watches, such as the famous quartz-powered Swatch with its bright and colorful plastic case. There are now mechanical versions with a simple 51-piece movement. The typical Swatch looks somewhat cheap and is not taken seriously by many watch fans, but certain models have sold at high prices as vintage watches. Furthermore, the Swatch is significantly responsible for helping the Swiss watch industry survive the Quartz Crisis of the 1970s and 80s. The Swatch watch, trendy and colorful, broke Swiss watches out of their conservative, stuffy image and attracted a new target audience. Above all, young people were attracted to this bright and simple watch.

However, luxury watches are what people think of when they think of Swiss watches. Switzerland leads the world in watch exports if you don't rank by number of timepieces. While only about 2% of watches sold worldwide come from Switzerland, they are worth 60% of the total value.

Many well-known brands with long watchmaking traditions belong to the Swatch Group (market share: 18%) or to luxury goods concerns like Richemont (market share: 16%) or Moët Hennessy Louis Vuitton (LVMH, market share: 5%). Rolex is the largest independent Swiss luxury watch manufacturer (market share: 12%). Their independent status greatly contributes to their outstanding reputation.


Overview of the Most Important Swiss Luxury Watch Manufacturers

Manufacturer Founding year Location of headquarters Parent group
Audemars Piguet 1875 Le Brassus Independent
Blancpain 1735 Le Brassus Swatch Group
Breguet 1775 L'Abbaye Swatch Group
Breitling 1884 Grenchen Independent
Chopard 1860 Geneva Independent
Hublot 1980 Nyon LVMH
IWC 1868 Schaffhausen Richemont
Jaeger-LeCoultre 1833 Le Sentier Richemont
Longines 1832 Saint-Imier Swatch Group
Omega 1848 Biel/Bienne Swatch Group
Patek Philippe 1851 Geneva Independent
Rolex 1905 Geneva Independent
TAG Heuer 1860 La Chaux-de-Fonds LVMH
Vacheron Constantin 1755 Plan-les-Ouates Richemont
Zenith 1865 Le Locle LVMH

Rolex

Rolex is number one amongst the large manufacturers. The Geneva-based manufacturer has been in business since 1905. Rolex produces some of the most famous and beloved watch models in the world, such as the Submariner, Daytona, and Datejust.

The Submariner is the definition of a diving watch, the Daytona is one of the most famous chronographs, and the Datejust embodies elegance. Rolex's pilot's watch is the Air King, and their GMT Master II displays a second time zone. With the invention of the perpetual rotor, Rolex significantly contributed to the breakthrough of the automatic watch in the 1930s. Every year, the manufacturer sells around 800,000 watches featuring their iconic five-point crown. Rolex doesn't publish any official sales numbers. However, since Rolex has their watches certified by the Official Swiss Chronometer Testing Institute (COSC), we can calculate how many Rolex watches are produced based on the COSC's publications.


Omega

The most famous man to wear a Rolex is undoubtedly James Bond. He completes many of his missions with a Submariner on his wrist. However, the British secret agent switched to Omega, a member of the Swatch Group, in 1995. Omega plays a central role in the Swatch Group's company strategy, as they see the brand as a strong competitor for Rolex. Rolex isn't the only manufacturer with legendary watch models; Omega has their own to be proud of. The Seamaster is a diving watch collection that's been in production since 1948. The famous French oceanographer Jacques Cousteau wore a Seamaster. Another iconic Omega watch is the Speedmaster Professional. "Speedy," as it's nicknamed by fans, was the official NASA watch on the Apollo missions, making it the first watch on the Moon in 1969. The so-called Moonwatch is available today, almost unchanged from the original version, but now features a modern Co-Axial caliber and comes in many special limited editions. There's also the De Ville series, which showcases Omega's classic side.


International Watch Company (IWC)

IWC, based in Schaffhausen, also offers elegant Swiss watches, such as the Portugieser. They're even more famous for their pilot's watches, though; their Big Pilot watch and the Mark series are considered excellent pilot's watches. The Mark 11 was the official service watch of Royal Air Force pilots for decades.


Breitling

Breitling is a strong competitor for IWC in the realm of pilot's watches. Breitling's Navitimer is considered one of the most important pilot's watches. The watch, which was introduced in 1952, has a special slide rule function. It has two logarithmic scales on the dial which you can turn to perform various calculations, such as distance and fuel consumption. Breitling also offers powerful diving watches with their Superocean series and some versions of the Avenger. Rolex, Omega, IWC, and Breitling are all considered to be on the same level, thus Breitling also has a conservative, elegant line as well, the Transocean. Besides mechanical timepieces, Breitling also offers quartz watches with refined technology, such as the Emergency with an integrated distress beacon.


Patek Philippe

One rung higher on the luxury watch ladder is Patek Philippe. It's clear from the start that this manufacturer is a bit different: Most of their cases are made of solid gold. In the Swiss watch industry, steel cases are used around 50% of the time. Precious metals like gold and platinum are only used around 2% of the time. Patek's Calatrava collection is a symbol of the company and the epitome of a stylish dress watch. This watch collection debuted in 1932 and was inspired by the Bauhaus art movement. Patek Philippe's Nautilus also has a special position in their portfolio. It's a stainless steel sports watch waterproof to 120 m (12 bar) – all unusual qualities for a Patek watch. The company has a long history of watchmaking. The independent family business has existed under this name since 1851. Until 2009, Patek Philippe used the Geneva Seal as a symbol of high Swiss quality. Now, the company uses their own seal with even stricter standards.


Blancpain, Breguet, Jaeger-LeCoultre

Blancpain and Breguet have been in business even longer. Today, they're both members of the Swatch Group. Abraham-Louis Breguet founded his company in 1775. He's responsible for countless important watchmaking inventions, such as the tourbillon. Blancpain has been around since 1735. Their most famous series is the Fifty Fathoms diving watch. Brands such as Patek Philippe, Breguet, and Blancpain, are representative of the conservative values of the Swiss watch industry. This applies to Jaeger-LeCoultre as well. This manufacturer has been producing high-quality watches since 1833. Their Reverso is one of the most popular rectangular watches.


Hublot

Hublot takes an entirely different approach. This relatively new manufacturer plays the role of the rebel most excellently. One distinctive Hublot feature is their unusual, square-edged porthole design, which occasionally borders on the bizarre. Legibility isn't Hublot's main concern. Instead, they show a preference for the use of unusual materials such as ceramic or titanium. With their patented Magic Gold alloy, Hublot broke new ground. Magic Gold is an incredibly scratch-resistant alloy composed of gold and ceramic. Magic Gold comes quite close to the ideal, everlasting case material. Hublot was founded in 1980. In 2005, under new leadership, they introduced the Big Bang series. The Big Bang caused a sharp increase in sales, catapulting this Genevan manufacturer into the same league as other well-known Swiss brands. The somewhat calmer Hublot alternative to the Big Bang is the Classic Fusion.


Audemars Piguet

Hublot is not without precedent. Audemars Piguet's Royal Oak, introduced in 1972, as well as their Royal Oak Offshore, inspired Hublot's designs. The wide bezel with visible screws was directly influenced by the Royal Oak.


TAG Heuer

When it comes to TAG Heuer, it's all about timing. They patented their first stopwatch mechanism in 1882. TAG Heuer has dedicated themselves to the art of racing ever since – it's not a coincidence that their most well-known series is called the Carrera. Even the rectangularMonaco is a legend amongst racing watches. The actor Steve McQueen wore a Monaco in the film Le Mans.


Tissot

Watches from TAG Heuer are in a moderate price range. This applies to Tissot as well. Aside from classic mechanical watches, Tissot offers modern quartz watches as well. The T-Touch Expert Solar is solar powered. It's a multi-function watch with background lighting, a second time zone display, chronograph function, timer, alarm, compass, barometer function, and many other extras. The watch has a titanium case and is waterproof to 100 m (10 bar). The T-Touch Expert Solar has features that only an electric-powered watch can offer. Such an array of functions is impossible for a mechanical watch, especially one that costs less than 1,000 euros.

Other manufacturers also combine Swiss quality with moderate prices, such as Longines, Raymond Weil, or Maurice Lacroix. These companies often use calibers from the world's largest ébauche manufacturer, ETA SA Manufacture Horlogère Suisse, which is also based in Switzerland. The Swiss company Sellita also offers movements that can be found in the watches of many famous manufacturers. Only a few brands produce their own calibers, such as Rolex and Patek Philippe. !Zenith has some of the most important automatic chronograph movements in watch history. The fast-paced El Primero caused a stir when it was released in 1969; it even had a watch named after it.


Top 10 Swiss Luxury Watch Manufacturers According to Production Numbers

Manufacturer Number of watches produced per year
Rolex 800,000
Omega 700,000
Breitling 170,000
IWC 100,000
Chopard 80,000
Jaeger-LeCoultre 75,000
Patek Philippe 60,000
Hublot 40,000
Audemars Piguet 37,000
Zenith 35,000

Post-Quartz Crisis Revival

The Swiss watch industry began in the 18th century. Up until the second half of the 19th century, Switzerland was considered a place where it was easy to produce watches affordably. IWC, with roots in the United States, based their business model on this concept.

After many successful years, the industry suffered in the 1970s and 80s during the Quartz Crisis. Cheap, mass-produced quartz watches produced in Asia endangered traditional Swiss production. Some manufacturers disappeared forever and many workers lost their jobs. Yet surprisingly, Swiss watches later experienced a renaissance which has lasted to this day. The fascination with the technical genius that goes into mechanical watches enthralls watch lovers all over the world. Many manufacturers with longer histories are no longer independent, however. Merging with a large concern, such as the Swatch Group, Richemont, or LVMH, saved many of these manufacturers from going under.

Unexpected competition has popped up since then. The German town of Glashütte was trapped behind the Iron Curtain in East Germany until 1990. Watches have been produced in Glashütte since the mid-19th century, but they were far from being luxury watches when Germany was divided. Now, other manufacturers such as A. Lange & Söhne and Glashütte Original have established themselves in Glashütte, making Glashütte watches true competition for Swiss manufacturers.