Endura
S.A. is Swiss watch manufacturer founded in 1966 by
General Watch Company (GWC) in
Biel/Bienne
Biel/Bienne (official bilingual wording; , ) is a town and a municipality in the Biel/Bienne administrative district in the canton of Bern in Switzerland.
Biel/Bienne lies on the language boundary between the French-speaking and German-spea ...
,
Switzerland, for the purpose of manufacturing watches under "
private label
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by th ...
". This company was also part of the merger between
ASUAG and
SSIH into
SMH, now the
Swatch Group
The Swatch Group Ltd is a Swiss manufacturer of watches and jewellery. The company was founded in 1983 by the merger of ASUAG and SSIH to move to manufacturing quartz-crystal watches to resolve the quartz crisis threatening the traditional Sw ...
. Now attached to
ETA SA Manufacture horlogère Suisse, Endura SA is the private label and licensing division of the Swatch Group.
References
Swatch Group website's Endura page
Notes
External links
*
Watch manufacturing companies of Switzerland
Manufacturing companies established in 1966
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