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10 Milestones  in the Brand’s History 10 Milestones in the Brand’s History

10 Milestones in the Brand’s History

18 80

The roots

The company Alcide Droz & Sons established in St-Imier / Switzerland since 1864 develops the first attested waterproof watch called «L’Imperméable» – visible nowadays at the International Watch Museum of La Chaux-de- Fonds / Switzerland. 

18 86

The foundation
of the brand

The first West End Watches are produced by Alcide Droz & Sons and distributed in the Indian market.

19 14

World War 1

West End Watch Co produces its first wristwatches for the soldiers of the British Army. The brand becomes legendary in the Middle-East.

19 17

Sowar

Société des Montres West End SA (the Ltd. company) is registered in Geneva. The sub-brand «Sowar» is officially registered in Switzerland.

19 34

Innovation

West End Watch Co is the first brand to introduce in series the revolutionary Incabloc® anti-shock system invented by Mr Braunschweig.

19 50

The Oil Era

Millions of West End Watches are produced in Switzerland and distributed from the Red Sea to China.

19 80

Turnaround

The arrival of cheap quartz watches produced in Far East and upheavals on the historical markets weigh heavy on the sales of West End Watches. The annual quantity produced reduces from over 1 million to around 100,000 watches.

20 01

Repositioning

The arrival of cheap quartz watches produced in Far East and upheavals on the historical markets weigh heavy on the sales of West End Watches. The annual quantity produced reduces from over 1 million to around 100,000 watches.

20 06

Silk Road

West End Watch Co celebrates 120 years of uninterrupted presence in Asia with the introduction of the «Silk Road» concept.

20 09

Golden times

West End Watch Co launches a solid gold collection, the «Queen Anne», as a tribute to the soldiers of the British Army.

20 12

Lifestyle

Young talented watch designers are commissioned to develop new lifestyle collections.

20 13

A colourful history

Jérôme Monnat, CEO, introduces colours in the corporate identity of the company. 

2014

Factory Extension

The Monnat factory in Leytron, specialised in the assembly of automatic movements and watches, doubles its size to increase the production capacities.

2016

The New Impermeable

«The Impermeable», a modern diver watch, is launched and enables the West End Watch Co. to foray into new Western markets.

20 14

Factory Extension

The Monnat factory in Leytron, specialised in the assembly of automatic movements and watches, doubles its size to increase the production capacities.