Previously know under the name of
SAW Co S.A., the watchmaking enterprise located in La Chaux-de-Fonds
changed its name at the end of 1999 and is now called HOROSWISS S.A.
This name change is the result of an agreement reached between
Horoswiss and S.A.B.I. (Swiss Army Brands Inc. with offices in Bienne,
Switzerland and Shelton, Connecticut, USA.
a result of this accord, SAW Co gives up all rights to the use of
military labels, including its own name, and agrees mot to manufacture
pseudo-military type products. In addition, SAW becomes a supplier to
The company will now focus on a new style of timekeeper in the
"sport adventure" category, specializing in high quality
steel pieces that are water-resistant. Production has already begun on
the first model. As showcase pieces of its collection, the brand is
creating exclusive watches with a particular level of technical
features such as compass watches, solar watches, mechanical and
quartzchronographs, as well as a more modest range of automatic
timepieces. New and complementary models will be introduced by next
Horoswiss is also
maintaining its private label clientele and has plans to expand this
aspect of its business. The brand has two major advantages working in
its favor as it starts producing under its new identity. It has an
efficient and well-established network of after-sales service and it
enjoys tremendous "good will" because of its activities in
all of the world's major watch markets over the last decade.
is headed by Michael Vrolixs, who represents the fourth generation in
a long line of Swiss watchmakers.