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Swiss Made

Legally regulated country-of-origin mark. Since 2017 requires at least 60% Swiss production cost, Swiss movement, Swiss development, and Swiss assembly and inspection.

Breaking News: ETA Movement Sales Halted by Swiss Authorities SJX Watches
Dec 19, 2019

Breaking News: ETA Movement Sales Halted by Swiss Authorities

News last weekend that Switzerland’s competition regulator, COMCO, also widely known by its German acronym Weko, was weighing a ban on ETA movement sales to third-party brands caused a major stir in the watch industry – and a terse, lengthy response from Swatch Group, ETA’s parent and Switzerland’s biggest watchmaking conglomerate. The move was ostensibly to allow alternatives to ETA – once Switzerland’s dominant supplier of mechanical movements – to develop. According to the Swatch Group, the ban was entirely without merit, especially given the fact that ETA was no longer the biggest supplier of movements to the industry. That title now belongs to Sellita, which supplied a million movements in 2019, compared to half the number for ETA. Now COMCO has formalised the year-long ban in an announcement that puts in place a “temporary suspension of the supply of [ETA] mechanical movements to customers”. The ban will be in force until COMCO makes its final decision by the summer of 2020. The ban, however, allows ETA to sell its movements to existing clients that are small- and medium-sized watch brands, defined as having less than 250 employees, which will probably be of little consolation to ETA. According to a Swatch Group spokesman quoted by Reuters, the majority of ETA’s movement sales are to companies with more than 250 employees, and as a result, ETA foresees it won’t be able to sell any movements next year. According to the statement, the ban is foun...

Mido Ocean Star: A Complete Guide To The Historic Dive Watch Teddy Baldassarre
Mido Sep 3, 2025

Mido Ocean Star: A Complete Guide To The Historic Dive Watch

Mido is not one of the more widely familiar watchmakers in North America - though its watches have enjoyed a longstanding popularity south of the border, in Latin America - despite the fact that the brand, now owned by Swatch Group, has been around for a long time. It was founded on November 11, 1918, the same date of the armistice that ended World War I, by watchmaker Georges G. Schaeren (below) in the Swiss town of Biel-Bienne. Its name comes from the Spanish phrase Yo Mido, meaning “I Measure,” which may or may not indicate that Schaeren had always intended his products to appeal to a large Spanish-speaking audience. What is indisputable is that the Mido brand contributed some significant innovations to watchmaking in the 20th Century, few of which are often acknowledged. The company came up with one of the first solutions to waterproofing watch cases in 1930, developing a sealing system (below) that installed a watertight gasket made of cork between the crown and the case; Mido later named this invention “Aquadura.” The Mido Multifort, still produced today, debuted in 1934 and became the first antimagnetic watch with automatic winding. In 1945, Mido unveiled the Multi-CenterChrono, the first chronograph watch with a central display for the elapsed time, and in 1954 developed the Powerwind automatic winding system that increased efficiency by reducing the number of parts in the mechanism. Of all these milestones, it was the Aquadura waterproofing technolog...

Do you like free stuff? Check out the bonus gifts you’ll now get with the Mido Ocean Star Tribute Time+Tide
Mido Jan 8, 2022

Do you like free stuff? Check out the bonus gifts you’ll now get with the Mido Ocean Star Tribute

As if Mido needed to offer even better value for money, each purchase of the Mido Ocean Star Tribute will now include a free Mido-branded backpack and Swiss Army knife. If you’ve ever been to a particularly friendly watch boutique and struck up a good conversation, you may know the joys of getting some free … ContinuedThe post Do you like free stuff? Check out the bonus gifts you’ll now get with the Mido Ocean Star Tribute appeared first on Time+Tide Watches.

Minase Introduces Handcrafted Yusai Dials For Its 5 Windows Mid, 7 Windows, And Divido Watches Fratello
Minase Nov 3, 2025

Minase Introduces Handcrafted Yusai Dials For Its 5 Windows Mid, 7 Windows, And Divido Watches

Tokyo-based artist Towa Takaya creates pigments from soil, plants, and minerals gathered during her travels, which she then uses to craft watch dials. Now, Minase is introducing handcrafted Yusai dials made by her for its 5 Windows Mid, 7 Windows, and Divido watches. Takaya’s goal is to create a dial showing the essence of nature […] Visit Minase Introduces Handcrafted Yusai Dials For Its 5 Windows Mid, 7 Windows, And Divido Watches to read the full article.

Exploring Mid-Level Independent Brands: a Collector’s Perspective Worn & Wound
Aug 5, 2025

Exploring Mid-Level Independent Brands: a Collector’s Perspective

I recently read Zach’s article on “Micro Indies,” in which he explains how small independent brands are challenging the bigger watch companies in terms of design and innovation, and yet offering watches in the $3,000 – $5,000 price range. This made me think about another category of brand that does not fall squarely into the “Micro Indies” bucket, but is a level above in terms of watchmaking and challenges the higher-end independent brands. I could not clearly decide on how to label this category – it is not accurate to call them “affordable independents” since they are not that affordable, therefore I landed on referring to them as “mid-level independents” or MLI for short.  How do I define the MLI category? These are brands that fall in the $5,000 – $15,000 price range and offer a combination of various aspects of high horology – from in-house movements, dials, and finishing, to complications often seen in the higher spectrum of independents. Even though I selected this price range where the majority of the watches fall, there are outliers based on precious metals and complications, that can go well over $15,000, and sometimes into the six figures. I selected three very different brands to highlight in this category since their specialties cover different aspects of watchmaking: D. Dornblüth & Sohn, Laine, and Sartory-Billard. I will go into details on how each of these brands has their own niche in watchmaking, and how their strategy differs ...

Introducing - The Understated Matte Finish of the Rado True Square Skeleton Monochrome
Rado True Square Skeleton Rado Jan 21, 2025

Introducing - The Understated Matte Finish of the Rado True Square Skeleton

Rado began experimenting with innovative materials in the early 1960s, resulting in the Diastar and its futuristic helmet-like case made from scratch-resistant carbide tungsten. Since 1986, Rado has employed high-tech ceramic in its creations, obtaining a broader palette of colours and finishes over the years. The True Square, a collection launched in 2020, perpetuates Rado’s […]

Introducing - This New Mido Multifort Mechanical Gives Back the Mundane Unitas its Necessary Credentials Monochrome
Mido Dec 10, 2024

Introducing - This New Mido Multifort Mechanical Gives Back the Mundane Unitas its Necessary Credentials

The Unitas, known under the names ETA 6498 and 6497 (depending on its configuration, Lépine or Savonette), is without a doubt one of the most important and most long-lasting movements of the Swiss industry. This simple, no-nonsense but reliable hand-wound movement has been produced since the 1950s, yet originates from classic pocket watch calibres. Often […]