Swatch Group

Mid-range dilemma: quartz or mechanical?

INTERVIEW

By Ash Longet and Serge Maillard

September 2019

While volumes for quartz timepieces continue to decrease in the Swiss watch industry, Certina, one of the oldest brands in the mid-range segment, is experiencing higher demand for its mechanical collections. Its latest innovation aims at protecting the mechanical movement from magnetic fields. We met Adrian Bosshard, the CEO of Certina.

Mid-range dilemma: quartz or mechanical?

INTERVIEW

By Ash Longet and Serge Maillard

September 2019

Mid-range dilemma: quartz or mechanical?

While volumes for quartz timepieces continue to decrease in the Swiss watch industry, Certina, one of the oldest brands in the mid-range segment, is experiencing higher demand for its mechanical collections. Its latest innovation aims at protecting the mechanical movement from magnetic fields. We met Adrian Bosshard, the CEO of Certina.

O

ver the long term, is there a future for Swiss-made quartz watches? It’s the moment of truth for them, as we wrote in an analysis, as they seem increasingly “stuck” between luxury mechanical timepieces and affordable smartwatches. Swiss watch brands have been recovering from the 2015 downturn, but the volumes produced are getting lower and lower each year. In three years, the branch has “lost” 4.4 million watches, mostly affordable quartz timepieces. The industry is leaning towards mechanical watches.

This article is reserved for Europa Star subscribers.

For any questions please contact us at [email protected].

×

TAG Heuer: the return of the Night Diver

TAG Heuer: the return of the Night Diver

TIME.KEEPER TAG Heuer enthusiasts will recognise the name “Night Diver”, which was first introduced in the mid 1980s. Today’s Aquaracer Professional 300 collection picks (...)

Emile Chouriet: new colours for the Challenger Deep

Emile Chouriet: new colours for the Challenger (...)

TIME.KEEPER Taking on the striking and naturally colors often found in tropical marine life, these new Challenger Deep watches are clad in bright orange and yellow (...)

Norqain launches the Adventure Neverest line

Norqain launches the Adventure Neverest line

TIME.KEEPER The Swiss brand introduces a new sub-collection in its Adventure family: Neverest. These are the first timepieces in the Adventure collection to be fitted (...)

Hamilton: “Lack of competition can be a problem, too”

Hamilton: “Lack of competition can be a problem, too”

INTERVIEW

Hamilton, with its American roots, has become a pillar of “accessible” Swiss watchmaking. Its Ventura is particularly in the spotlight this year. But as (...)

Tissot, neo-vintage and connectivity

Tissot, neo-vintage and connectivity

INTERVIEW

Tissot, the flagship brand of affordable Swiss watchmaking, has unveiled a new version of its T-Touch Connect Solar watch, the result of significant (...)

“Breguet holds a special place in people's hearts”

“Breguet holds a special place in people’s hearts”

INTERVIEW

A major launch for the brand, the two Type XX models that were introduced this year are the contemporary face of this iconic line. Any reinvention of a (...)

Blancpain: “A reinvention, not a replacement”

Blancpain: “A reinvention, not a replacement”

INTERVIEW

The Fifty Fathoms 70th Anniversary Act 2 – Tech Gombessa introduces an innovative feature, adapted to longer, deeper dives. It also has wider implications. (...)