Endura
S.A. is Swiss watch manufacturer founded in 1966 by
General Watch Co
General Watch Co. (GWC) was the watch companies holding of ASUAG.
History
ASUAG had been founded in 1931, with the assistance of the Swiss government and the Swiss banks, to combat the severe economic crisis and ensuing unemployment by means of r ...
mpany (GWC) in
Biel/Bienne
Biel/Bienne (official bilingual wording; German language, German: ''Biel'' ; French language, French: ''Bienne'' ; Bernese German, locally ; ; ; ) is a bilingual city in the canton of Bern in Switzerland. With over 55,000 residents, it is the ...
,
Switzerland
Switzerland, officially the Swiss Confederation, is a landlocked country located in west-central Europe. It is bordered by Italy to the south, France to the west, Germany to the north, and Austria and Liechtenstein to the east. 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
Allgemeine Schweizerische Uhrenindustrie AG (ASUAG; French: ''Société Générale de l'Horlogerie Suisse SA'') was the former biggest Swiss Watch Industry Group that had been created with the assistance of the Swiss Government and the Swiss Bank ...
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 through the merger of ASUAG and SSIH, moving to manufacturing quartz-crystal watches to resolve the quartz crisis threatening the tradition ...
. 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
References
External links
*
Watch manufacturing companies of Switzerland
Manufacturing companies established in 1966
Swiss watch brands
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