Swatch Group

Certina: “Stabilise quartz, grow mechanical watches”


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July 2021

Certina: “Stabilise quartz, grow mechanical watches”

As Certina continues to boost its profile in automatic watches, it is asserting its legitimacy in the popular niche of diving models. The affordable brand is also building a presence in the United States and China, the two most important markets for Swiss watchmaking, where it still has a low profile. We interviewed the new CEO of Certina, Marc Aellen.


fter starting his career at Certina in the 2000s, then spending several years at Omega and Jaquet Droz (still within the Swatch Group), Marc Aellen has returned to the brand of his beginnings through the front door. In the summer of 2020 he became CEO of Certina, replacing Adrian Bosshard who took over as head of Rado. This also means he is now familiar with almost the entire price pyramid of the group, from the inside.

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