Schwarz Etienne: Difference between revisions
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The company was a specialist in the manufacture of movements and supplied the Venus de Milo (or simply Venus), Alpha, [[Sultana]], [[Le Phare]], [[Levrette]], Glorys, and Astin brands. A different company, [[Venus SA]] of [[Moutier]], produced [[chronograph]] movements under [[Ebauches SA]] at this time. It was merged with [[Valjoux]] in [[1964]]. | The company was a specialist in the manufacture of movements and supplied the Venus de Milo (or simply Venus), Alpha, [[Sultana]], [[Le Phare]], [[Levrette]], Glorys, and Astin brands. A different company, [[Venus SA]] of [[Moutier]], produced [[chronograph]] movements under [[Ebauches SA]] at this time. It was merged with [[Valjoux]] in [[1964]]. | ||
Schwarz-Etienne was located at Rue du Parc 130 in La Chaux-de-Fonds through [[1935]]. In [[1936]] the company leased the famous and iconic "Palais Invar", formerly the home to [[Achille Hirsch]]'s [[Montres Invar]], at Avenue Léopold-Robert 94. This high-profile showroom along the main road in La Chaux-de-Fonds would be home to the company for three decades. The building would later house [[Sultana]] and [[Jean d'Eve]]. | |||
After Paul Schwarz-Etienne's death in [[1940]], the company became known as Les Fils de Paul Schwarz-Etienne. The new focus was on building the Alpha brand, which would cause some legal issues due to confusion with the Alfa or Alpha brand watches sold by G. Kessel of Mexico. | After Paul Schwarz-Etienne's death in [[1940]], the company became known as Les Fils de Paul Schwarz-Etienne. The new focus was on building the Alpha brand, which would cause some legal issues due to confusion with the Alfa or Alpha brand watches sold by G. Kessel of Mexico. | ||
The company abruptly switched to the Venus name in [[1952]], and this would be their primary post-war brand. | The company abruptly switched to the Venus name in [[1952]], and this would be their primary post-war brand. Still located at Avenue Léopold-Robert 94 in the 1960s, it was associated with Automatisation SA under General Manager A. H. Schwarz, grandson of the founder, with M. Etienne as Sales Manager. For a time, the company even used the "Tele Vision" brand. The company later produced watches for jewelers like [[Chanel]], [[Dunhill]], Jaguar Coventry, [[Mauboussin]], and Caran d'Ache. | ||
By the 1980s, the company was manufacturing using the Saint-Piège brand. In [[1985]], Schwarz-Etienne was reorganized and began selling watches under its own name for the first time. Most of the company's products in the 1990s and 2000s were chronographs based on the [[ETA]] [[7750]] family, though the company also produced time-only and dual-time mechanical watches. | By the 1980s, the company was manufacturing using the Saint-Piège brand. In [[1985]], Schwarz-Etienne was reorganized and began selling watches under its own name for the first time. Most of the company's products in the 1990s and 2000s were chronographs based on the [[ETA]] [[7750]] family, though the company also produced time-only and dual-time mechanical watches. | ||
Revision as of 14:40, 23 June 2023
Schwarz Etienne of La Chaux-de-Fonds was founded in 1902 by Paul-Arthur Schwarz (1870-1940), then 32 years old. He married Olga Etienne, taking on her name to become Schwarz-Etienne, by 1912, and brought his brothers into the business, which soon also took this hyphenated alliance name.
The company was a specialist in the manufacture of movements and supplied the Venus de Milo (or simply Venus), Alpha, Sultana, Le Phare, Levrette, Glorys, and Astin brands. A different company, Venus SA of Moutier, produced chronograph movements under Ebauches SA at this time. It was merged with Valjoux in 1964.
Schwarz-Etienne was located at Rue du Parc 130 in La Chaux-de-Fonds through 1935. In 1936 the company leased the famous and iconic "Palais Invar", formerly the home to Achille Hirsch's Montres Invar, at Avenue Léopold-Robert 94. This high-profile showroom along the main road in La Chaux-de-Fonds would be home to the company for three decades. The building would later house Sultana and Jean d'Eve.
After Paul Schwarz-Etienne's death in 1940, the company became known as Les Fils de Paul Schwarz-Etienne. The new focus was on building the Alpha brand, which would cause some legal issues due to confusion with the Alfa or Alpha brand watches sold by G. Kessel of Mexico.
The company abruptly switched to the Venus name in 1952, and this would be their primary post-war brand. Still located at Avenue Léopold-Robert 94 in the 1960s, it was associated with Automatisation SA under General Manager A. H. Schwarz, grandson of the founder, with M. Etienne as Sales Manager. For a time, the company even used the "Tele Vision" brand. The company later produced watches for jewelers like Chanel, Dunhill, Jaguar Coventry, Mauboussin, and Caran d'Ache.
By the 1980s, the company was manufacturing using the Saint-Piège brand. In 1985, Schwarz-Etienne was reorganized and began selling watches under its own name for the first time. Most of the company's products in the 1990s and 2000s were chronographs based on the ETA 7750 family, though the company also produced time-only and dual-time mechanical watches.
Radicchi and Ergemini
Beginning in 1993, Neuchâtel real estate mogul Rafaello Radicchi began acquiring a stake in the company, which soon dropped the hyphen, becoming simply Schwarz Etienne. It was merged with C. Wilhelm & Cie. in 2003.
In 2007, Radicchi took over the remainder of the company as part of his growing group of watch component companies known as Radicchi Horlogerie group. The company was headed by Marc Barrachina at this time, and his goal was to create a luxury brand based on in-house movements. Thus, the company launched its "Series A" of micro-rotor automatic movements in 2009. This movement was redesigned in 2013 to become the ASE, with the double-barrel MSE and TSE tourbillon added later that year.
By 2016, Schwarz-Etienne was managed by Mauro Ergemini, who had closed and renovated most of the company's showrooms and was re-focusing on international and OEM sales. The "Irreversible" Cal. ISE was introduced by 2018. Horlogers Ming selected Schwarz-Etienne to produce their award-winning watches starting in 2019.
Address
C. Wilhelm S.A.
Rue du 1er Mars 10a – C.P.
CH-2302 La Chaux-de-Fonds
Tel. +41 (0)32 967 94 20
Fax +41 (0)32 967 94 29