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Armin Strom launches new logo

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September 2012


The Biel-based brand Armin Strom introduced its new logo at the beginning of September. It clearly and unambiguously symbolises the new direction taken by the company in 2009.

Since the company moved to its new headquarters in 2009, the Armin Strom calibres have been manufactured, decorated, galvanised and subsequently assembled entirely in-house.

This makes Armin Strom one of the few independent Swiss watch brands that strictly adhere to the principles of a “manufacture”, i.e. mastering the entire chain of movement production in-house.

Since 2009, Armin Strom has been under the management of Serge Michel and Claude Greisler, who consider the watch movement to be the focal point of the brand’s timepieces, whose dials often allow glimpses of the complicated mechanisms, which, in the case of these exclusive calibres, are finished down to the minutest detail.

But here too, the timeless, unpretentious finishing processes are evolving and becoming more modern and open to the world, a tendency reflected more closely by the new logo.

The words “Swiss Watch Manufacture”, which have been added to the logo, affirm the company’s privileged status but also herald the next step in the company’s expansion, as it aims to conquer international markets.