Montres Choisi History
Since its founding in the city of Bienne Switzerland in 1929, Montres Choisi has been involved in the production of mechanical timepieces under its own trademark “CHOISI SUISSE”. It was also an important 3rd party manufacture in the assembly of timepieces and movements for many other famous Swiss brands. In addition, the company also developed movement complications such as chronographs, watches with moon phases etc., many of which movements were supplied to leading brands for the manufacture of watches under their own private labels.
During WWII in the 1940s, Montres Choisi was contracted to produce military timepieces for both sides of the war, with an estimated of over 100,000 produced for the German Wermarch and also for the Allied forces. Similar watches were supplied to the Allied forces which had an "Arrow" under the 12 o’clock marker to signify that it is a military timepiece. Many were marked W.W.W. on the case backs which stood for "Wrist Watch Waterproof".
Post war saw the continuation of production of fine wrist watches under its own label “CHOISI SUISSE” that were sold through many different retailers around the world.
During the 1970s quartz revolution when the Swiss hesitated in embracing quartz technology in their timepieces, Montres Choisi too saw its fair share of decline in its watch export. However the company persevered during this trying times by continuing to produce mechanical watches and survived the crisis.
When the world once again took notice at the beauty of fine Swiss watchmaking during the 1990s, Montres Choisi repositioned itself and started helping many companies design and developed timepieces and supplying Swiss movements. Among its core business was to modify and adapt complications on base movements and executing various kinds of finishes to cater to the growing sophisticated market.
Since the company’s founding, Montres Choisi has always been a mark of Swiss quality with an illustrious history. In 2013 under a new ownership, Montres Choisi reintroduced the art of fine watchmaking with designs that encapsulate the enduring classics from the bygone era. With this rebirth, Montres Choisi is able to continue its fine tradition of producing quality Swiss made timepieces at a price point that is accepted by the masses.
The 2014 new collection is presented as follows:
1. The 1929 Collection
The 1929 Collection embodies the experimental spirit of the 1920s era where various case shapes took form. One of the most noticeable case style that emerged as the trend of its day was the cushion-shaped case, which until today remains a popular style icon. To encapsulate the spirit of creativity, what’s more fitting than to create a cushion shape collection to mark the birth date of Choisi?
2.The Heritage collection
The Heritage Collection captures the essence of a classic watch design. A form that can never fall out of fashion, the round 42 mm case design strikes a perfect balance between wearability and style. Its high detailing allows instant readability. Sophisticated yet unassuming, the Heritage Collection is a subtle reflection of enduring true values.