General Watch Co

Main article: ASUAG

The General Watch Holding Co. Ltd. was founded on February 18, 1970 to unite seven of the largest Swiss manufacturers of watches under ASUAG. The initial members were Certina, Edox, Eterna, Mido, Oris, Rado, and Technos. Together, these firms represented 10% of the Swiss watchmaking market with 300 million francs of revenue.

When it was founded, 60% ownership of General Watch Co. went to ASUAG with the remaining 40% owned by shareholders of the seven companies. Other companies were added through the 1970s. In 1971, Théodore Renfer retired, turning chairmanship of General Watch (and other ASUAG entities) over to Pierre Renggli.

Although it was unrelated to the previous General Watch Company, La Générale of Reconvilier, General Watch Co. took over the trademarks and logo of that company in 1971.

Members:

• Certina, Kurth Frères SA (joined 1970, still part of Swatch Group)
• Edox Era Watch Co. Ltd. (joined 1970, merged with Technos in 1977)
• Eterna SA (joined 1970, spun out after 1984)
• Mido, G. Schaeren et Cie SA (joined 1970, still part of Swatch Group)
• Oris SA (joined 1970, spun out after 1978)
• Rado Schlup et Cie SA (joined 1970, still part of Swatch Group)
• Technos, Gunziger Frères SA (joined 1970, merged with Edox in 1977)
• Auguste Reymond S.A. (Brands: Arsa, Damas and Hoga) (spun out after 1977)
• Atlantic S.A (joined in 1974?, spun out after 1977)
• Diantus (joined by 1974, defunct)
• Dynasty (joined by 1974, defunct)
• Endura (joined by 1974, still part of Swatch Group, private label brand)
• Hamilton (Still part of Swatch Group)
• Longines (joined by 1974, still part of Swatch Group)
• Microma (defunct)
• Roamer (spun out)
• Rotary Watches (joined by 1974, spun out after 1982)

Timeline

• 1971, February 18 - General Watch Co. Ltd. is incorporated as a public limited company in Bienne. The company was focused on "the manufacture and trade of watches, movements of watches, other time measuring instruments, and any watchmaking product, participation in any form in industrial, commercial and financial enterprises in the field of the watch industry, in particular in the finished product, and in other related fields"; the share capital was 35 million francs; the administrative council consisted of president Pierre Renggli, Victor Flury, Max Häni, Willy Herzog, Hans Kurth, Paul Lüthi, Karl Obrecht, Henri Schaeren, Rudolf-F. Schild-Comtesse, and Werner Fröhlicher. Outside secretary was Robert Hüssy, director was Walter Schaeren, signature was given to directors Pierre Renggli, Victor Flury, Max Häni, Hans Kurth, Paul Lüthi, Karl Obrecht, Secretary Robert Hüssy, and Director Walter Schaeren. The company was located at Rue de la Gare 50 in Bienne
• 1972 - New directors were appointed: Robert E. Forster and Friedrich J. Wittmer
• 1973, August 10 - Rudolf-F. Schild-Comtesse left the board of directors; member Paul Lüthi was appointed vice-chairman of the board; new members were also appointed: Jean Pierre Metzger and Dr. A. Munke Schütz
• 1974, April 30 - GWC General Watch (marché suisse) SA of Grenchen is incorporated "to trade watches, movements, other timepieces and related articles on the Swiss market"; share capital was 500,000 francs; the board consisted of president Friedrich-J. Wittmer, secretary Robert Hussy, Henri Schaeren, Eduard Schmid, and Dr. Adolf-M. Sehütz; Armin Hotz was appointed director and Dr. Hanspeter Walter deputy director; power of attorney was given to Jacques Apothéloz, Fritz Felber, Serge Frei, Robert Junker, and Franz Schilt; the company was located at Dammstrasse 14 in Grenchen
  • Eterna deputy directors Dr. Hanspeter Walter and Georges Guggenbühl and managers Fritz Felber and Hansruedi Thomi were removed
  • Certina deputy director Armin Hotz and managers Serge Frei and Robert Junker were removed