1880’s – The roots
Alcide Droz & Sons established in St-Imier / Switzerland since 1864 develops the first attested waterproof watch called “L’Imperméable”.

1886 – The foundation of the brand
The first West End Watches are produced by Alcide Droz & Sons and distributed in the Indian market.

1914 – 1918 – World War 1
West End Watch Co. produces its first wristwatches for the soldiers of the British Army. The brand becomes legendary in the Middle-East.

1917 – Sowar
The sub-brand “Sowar” is officially registered.

1934 – Innovation
West End Watch Co. is the first brand to introduce the revolutionary Incabloc® anti-shock system.

1950’s – 1970’s – The Oil Era
Millions of West End Watches are distributed from the Red Sea to China.

1980’s – 1990’s – Changing times
A flood of cheap quartz watches produced in Far East and upheavals on the historical markets weigh heavy on the sales of West End Watches.

2001 – Repositioning
West End Watch Co. is taken over by the Monnat Family.

2006 – Silk Road
West End Watch Co. celebrates 120 years of uninterrupted presence in Asia with the introduction of the “Silk Road” concept.

2009 – Golden times
West End Watch Co. launches an 18ct solid gold collection, the “Queen Anne”.

2012 – Lifestyle
Young talented watch designers are commissioned to develop new lifestyle collections.

2013 – A colourful history
Jérôme Monnat, CEO, introduces colours in the corporate identity of the company.