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.

Members:

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