Milestones in the Brand’s History
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.
Most of the Indian railways companies are equipped with West End watches and clocks to help synchronizing what is, till today, the world’s longest rail network.
World War 1
West End Watch Co. produces 50,000 wristwatches for the soldiers of the British Indian Army who are fighting in Iraq. The brand becomes legendary in the Middle-East.
Société des Montres West End SA (the Ltd. company) is founded in Geneva. The sub-brand «Sowar» (= the cavalryman) is officially registered.
West End is the first brand to introduce in series the revolutionary Incabloc® anti-shock system invented by Mr. Braunschweig. It is also among the first brands to introduce the Taubert-Borgel decagonal steel cases, still in use today!
The famous Swiss lady explorer realises a daring crossing of China together with the journalist Peter Fleming, the eldest brother James Bond’ author Ian Fleming. She mentions the presence of West End watches in her successful book «Forbidden Journey».
The Oil Era
Hundreds of thousands of West End watches are produced each year in the Jura factory / Switzerland and distributed from the Red Sea to China.
On May 25, the Chinese Wang Fu-Zhou is the first man to reach the top of Mount Everest from the North Face. He is wearing a West End watch.
West End Watch Co. celebrates 100 years of uninterrupted activity with a succession of events around the globe.
The West End Watch Co. is taken over by the Monnat family and relocated in the Canton of Valais, in the very heart of the Swiss Alps.
West End Watch Co. celebrates 120 years of uninterrupted presence in Asia with the introduction of the «Silk Road» concept.
The West End Watch Co. acquires the legendary brand name «Kandahar» with the aim of launching luxury sport watches and various sports equipment and clothes.