Alpina
Alpina is a German and Swiss watch brand. In existence since 1883, the Alpina brand is part of Citizen as of 2016.
Association Horlogère Suisse and Union Horlogère
A cooperative of watchmakers called "Schweizerische Uhrmacher-Genossenschalt" ("Association Horlogère Suisse" in French, or "Swiss watchmaker Association" in English) was established on May 23, 1886 by Gottlieb Hauser of Winterthur. The date of establishment was later set as 1883. The organization was renamed "Schweiz. Uhrenmacher-Genossenschaft" in 1889. The association relocated to Biel on February 1, 1890.
The aim of this merger of leading manufacturer and traders was cost-effective production and distribution of watches. From 1901, the association was called "Union Horlogère" (Watch Association). There were factories in Geneva, Biel and in French Besançon.
The name "Alpina" was initially used to designate internally-developed calibres. Alpina was a developer and manufacturer of ebauche movements at the Duret & Colonnaz factory in Geneva. The brand name "Alpina" was officially registered in 1901.
Members of the Union Horlogère
The "Union Horlogère" included related producers and companies:
- J. Straub & Co.
- Kurth Frères, Grenchen (later Certina)
- Duret & Colonnaz, Geneva (ebauche movements)
- Huguenin - Robert (Gehäuse)
- Schwob Freres & Co, La Chaux-de-Fonds (Cyma)
- Robert Frères, Villeret (Minerva)
- J. Assmann, Glashütte from 1904 for the German market
Thus, the cooperative was based in Germany with representatives in Eastern and Northern Europe. The North American watch manufacturers Green and Hamilton appeared in 1905. This brought about the formation of Alpina Gruen Guild SA.
Alpina in Germany
From about 1909 a branch of Alpina appeared in Glashütte named "Präcisions-Uhrenfabrik Alpina". The products manufactured here were watches equipped with Swiss movements. Later these movements were used by UROFA.
In 1917, the Deutsche Uhrmachergenossenschaft Alpina ("German watchmaker cooperative Alpina") was founded in Eisenach by the merger of the watch manufacturers Biel-Geneva and Glashütte. Their headquarters was moved to Berlin in 1927.
In 1938 Alpina presented the model "Alpina 4", which, as its name indicates, combined four important quality characteristics: Anti-magnetic, water resistant, Incabloc shock protection, and a case in stainless steel. In addition, the Alpina 4 was equipped with the manual winding Alpina 592 movement, one of the most reliable available at that time. Thanks to ongoing technical improvements, Alpina sports watches enjoyed great success for several decades.
Dugena
During World War II, the Allies prohibited the Union Horlogère to continue sales in Germany under the name "Alpina". Therefore, in 1942, Alpina was renamed "DUGENA - German watchmaker cooperative Alpina". As a trademark, the circle in the triangle is selected under the new brand, and achieved a high level of awareness.
Alpina Watch International
"Alpina Union Horlogère" was renamed in 1972 to "Alpina Watch International". In the 1970's and 1980's, the quartz crisis came and left this company, like so many others, in dire straits. Eventually there was only one German sales office, in Cologne. In 2000, the brand disappeared from the market.
Revival of Alpina in Switzerland
Interest in the famous brand remained in Switzerland, and in 2002, the Alpina name was acquired by the founders of Frederique Constant of Geneva. Their owners, the couple Aletta and Peter Stas, had created a sensation with the rapid rise of their own brand and wanted to rebuild Alpina as well.
The new "Alpina Watches International SA" refers their workshops and offices in Plan-les-Ouates, a suburb of Geneva.
In 2003 Alpina was reintroduced at the Basel Fair with a complete model lineup. The image of the brand is oriented again to the "spirit of alpinism". Accordingly, the new models have a sporty and robust appearance. The sports watch collection uses the strong expressive name "Avalanche".
Although the movements were initially purchased from ETA, in 2008 a proprietary, in-house manufacture movement appeared, the AL-950 with automatic winding. Later the brand added other movements, AL-980, AL-718, and AL-710, although the company continues to also use branded versions of the Valjoux 7750, Sellita SW500, and Unitas ebauches.
In 2008, for the 125th anniversary the brand, already more than 200 dealers offered Alpina watches all over the world. Like Frederique Constant, Alpina is priced as an "affordable" brand, albeit with true manufacture movements.
In 2016, Frederique Constant was acquired by Citizen of Japan, including the Alpina brand.
Address
Alpina Watch International S.A.
8, Chemin de la Galaise
Plan-les-Ouates
CH-1228 Genf
Tel: +41 22 860 0180
Fax: +41 22 860 0464
Weblinks
ALPINA - 75 YEARS
the effectiveness of a sales policy based on close collaboration at all levels
Gottlieb Hauser, an innovator
If we look back to 1883, the year in which the nucleus of the Alpina was founded, we must recall the situation of the watch trade. At that time, the brand watch was still unknown. The watch industry had just adopted Interleague manufacturing processes, was bound to get any teeth away from the derfective fled shameisne there at Thursdayter, to iron them, to control the gears or other parts of the movement. It was not easy for him to constitute an adequate stock and to know exactly the quality of the goods which he bought.
Thus, when in 1883, Mr. Gottlieb Hauser founded the “Swiss Cooperation of Watchmakers”, he set two main goals for it:
1) find manufacturers capable of supplying the watchmaker with quality watches and supplies on attractive terms;
2) to obtain, through grouped orders, conditions enabling watchmakers to operate effectively on the market. This initiative on the part of certain retailers was new and the effort deserved to be followed.
In the idea of the founder, these watchmaking groups should essentially be limited to joint purchasing. But it provided for the founding of national associations in Switzerland and abroad. A few years later, in 1889, a similar company was founded in Berlin, on the initiative of Mr. Emile Rothmann, who was succeeded as director by his brother Richard Rothmann. Other companies followed, notably in the Nordic countries. But in the meantime the principle of the Alpina1 had been singularly developed.
This commercial development goes hand in hand with progress in manufacturing. Since its foundation, the organization having secured the collaboration of a manufacturer, Straub & Co., Bienne, it is always able to offer its members exclusive calibers carefully developed and constantly improving quality.
Anticipation
Indeed, in 1908, on the occasion of the 25th anniversary of the group, the name "Alpina" was registered as a watch brand. It was at this time that we saw the appearance of the big names in our watchmaking. changes in the structure of sales systems, the development of advertising
The principles applied by the Alpina lent themselves admirably to advertising. First of all, it should be remembered that its organization is based on the principle of exclusive representation (only one member per locality – a principle that has moreover been partially abandoned in certain large towns). In exchange, the manufacturing and distribution center in Biel asks the watchmaker to concentrate on this brand, which it alone represents.
This exclusive sale led very early on to the application of a principle that is currently on the agenda, “identifying the point of sale”. It is done by means of triangular clocks, well known in the streets of the countries where Alpina has extended its activities.
An advertising and window decoration service for retailers was also created. at a time when, for many manufacturers, the sale consisted only of presenting a beautiful collection.
According to the dynamism of the leaders of the national Alpina associations, the collaboration can be pushed even further: collective advertising by sending a luxurious catalog for which a single retailer could not bear the costs, common guarantee valid with all the dealers of a country. , etc.
It is interesting to note that the advantages inherent in the Alpina concession are variously appreciated by watchmakers. It is the Swiss watchmaking association Alpina which forms in a way the backbone of the Alpina watchmaking organizations. Switzerland is frequently used as a test bed and the innovations in advertising: collective guarantee, common catalogue, etc., which are tested there, are often taken up by other organisations. It is in the countries of central and northern Europe (Germany, Austria, Holland, Denmark, Norway, Sweden, Finland) that we find the most fervent followers of the system. The Latin character, on the other hand, seems more refractory to close collaboration necessarily entailing certain obligations. In these countries. the Alpina is sold through the traditional general agent channel.
1 For the sake of clarity, we are talking here about the Alpina. Let us briefly recall its smecessive social reasons: 1883 (Foundation): Swiss Watchmakers Cooperation. 1886: Cooperation of watchmakers. 1917: creation of the public limited company - Union horlogère S. A. Bienne”, company name to which the name “Alpina” was later added
Dr. P. Berger, delegate of the Board of Directors of Alpina Union horlogère S.A_ delivers his speech.
The annual congress The Alpina congresses, organized each year, have several purposes. First, they allow “Mountaineers”, if we dare call them that, to place their orders. The congress is accompanied by a vast exhibition of all Alpina production. This year. the exhibition was particularly provided. since nearly a thousand models were offered for customers to choose from. A new model for men, the Alpina Standard, all steel, waterproof, at a very economical price, as well as a new flat automatic, were particularly noticed. On this occasion, Alpina not only presents the watches, but also prepares the appropriate display that the visitor orders at the same time. Our illustrations give an insight into the significance of this exhibition. It is a true fair in miniature, because in addition to the watch, the visitor also buys other articles there, for example in clocks and jewellery, presented by traditional suppliers of the various national associations. This assembly also allows the house's customers to make contact, exchange experiences, make suggestions and examine all sales problems. Each congress ends with a recreational evening which helps to further strengthen the bonds of very lively friendship which unite the members of the Alpina. This year's event was particularly brilliant, since it commemorated at the same time the 75th anniversary of the founding of Alpina. Germany, Austria, Denmark, Holland, France, Sweden, Norway, Finland, Switzerland and even Iceland and Bolivia had sent their delegations, many laden with lavish gifts as a token of their attachment. We heard not only the messages of the visitors. in almost all the languages of Europe. but many foreign groups had made a point of enhancing the evening with very successful presentations, The final note, full of promise for the future of Alpina, we borrow it from Mr. Meindl, representative in Austria, who expressed his optimism in these words: “There is no watch brand that we represent with such conviction as the Alpina.