Swiss Watch Brands CEO envisions a new era for vintage brands


Swiss Watch Brands hopes its work can be the start of a new era for all watch enthusiasts.

SWB has a portfolio of Swiss watch brands and watch brands with a history and with what it describes as a turnkey solution, many promising business opportunities are now available to watch enthusiasts.

WP: Martin, what is your background with watches?

MH: In the 1980s, I created my first watch brands. These fashion watches were Swiss made and distributed mainly in Switzerland, Germany and Austria through retailers and department stores. After working in various other industries, I returned to the watch industry 15 years ago. Since then, I have worked with historic Swiss watch brands.

WP: Has the recent growth of the aftermarket allowed your business to progress?

MH: Yes a lot. Consumer demands are shifting towards the circular economy, sustainability and the luxury experience. The growth of the secondary market reflects these demands. Our buyers benefit from both the secondary and primary watch market. By launching a brand, they can use a sustainable business model and contribute to a circular economy.

Our documented watch brands steeped in history offer authenticity and reliability, fundamental values ​​in a time of uncertainty.

WP: How can e-commerce and the online move really benefit watch enthusiasts?

MH: Consumers are generally more online now, buying and trading through social media more than ever before. Business has moved a lot to the Internet, this also applies to watch buyers. In the end, watchmakers also benefit from an increased interest in buying online. Some manufacturers offer their new watch models exclusively online and through social media. In addition, collectors no longer have to go to watch auctions in person, everything is now online.

WP: Can you tell us a little more about your turnkey solution?

MH: Our turnkey solution offers a unique historic Swiss watch brand with flourishing. It is fully equipped with everything. Thus, buyers can immediately start selling watches online with their online store. Not only prospective entrepreneurs, but also collectors benefit from our turnkey solutions. They can use the brands website as a service and knowledge platform for like-minded collectors of lesser-known watch brands. Finally, with the specific knowledge of the brand owner, used watches could be certified.

WP: What does SWB’s portfolio consist of?

MH: Our portfolio is a sample of the history of Swiss watchmaking. From brands that had only been on the market for a short time to brands that have been around for over a hundred years. Some of them have even marked the history of watchmaking.

WP: Can you tell us more about the additional services you offer?

MH: Depending on the heritage of the brand, our brand services cover a broad spectrum in terms of advice and manufacture of watch models. For example, we offer a whole range of services for the production of off-the-shelf quartz watches, chronographs or tourbillons in unique pieces.

Our customers have very different needs depending on whether they are already in the world of watchmaking or whether they are completely new to it. On request, additional services include the establishment of an operational brick and mortar business in Switzerland.

WP: How has COVID affected business for you?

MH: At the start of the pandemic, things were a little quieter than usual. However, the new situation has been a blessing for us as we have been able to move much of our business online and adapt our digital strategy.

WP: Your eyes must be on more growth with the boom in the secondary market, what are your short, medium and long term plans?

MH: We will continue to expand our offers and make them even more attractive by using the latest technologies such as blockchain.

I would also add that the new owner can discover his own watch brand with an untold story. Surprisingly, there are still some truly undiscovered treasures awaiting.

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