Endura
S.A. is Swiss watch manufacturer founded in 1966 by
General Watch Co
General Watch Co. (GWC) was the watch companies holding of ASUAG.
History
ASUAG had been founded in 1931, with the assistance of the Swiss government and the Swiss banks, to combat the severe economic crisis and ensuing unemployment by means of r ...
mpany (GWC) in
Biel/Bienne
Biel/Bienne (official bilingual wording; , ) is a List of towns in Switzerland, town and a Municipalities of Switzerland, municipality in the Biel/Bienne (administrative district), Biel/Bienne administrative district in the canton of Bern in Swi ...
,
Switzerland
). Swiss law does not designate a ''capital'' as such, but the federal parliament and government are installed in Bern, while other federal institutions, such as the federal courts, are in other cities (Bellinzona, Lausanne, Luzern, Neuchâtel ...
, for the purpose of manufacturing watches under "
private label
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by th ...
". This company was also part of the merger between
ASUAG
Allgemeine Schweizerische Uhrenindustrie AG (ASUAG; French: ''Société Générale de l'Horlogerie Suisse SA'') was the former biggest Swiss Watch Industry Group that had been created with the assistance of the Swiss Government and the Swiss Banks ...
and
SSIH into
SMH, now the
Swatch Group
The Swatch Group Ltd is a Swiss manufacturer of watches and jewellery. The company was founded in 1983 by the merger of ASUAG and SSIH to move to manufacturing quartz-crystal watches to resolve the quartz crisis threatening the traditional Swi ...
. Now attached to
ETA SA Manufacture horlogère Suisse, Endura SA is the private label and licensing division of the Swatch Group.
References
Swatch Group website's Endura page
Notes
External links
*
Watch manufacturing companies of Switzerland
Manufacturing companies established in 1966
{{manufacturing-company-stub