history

Created in 2011 by a dedicated collection, the Geneva-based watch company crafts chronometer s in harmony with Swiss watchmaking traditions as echoed in the Latin watchword “Semper Fidelis”, meaning “ever faithful”.

Alain Mouawad has been active in the watchmaking world for over a quarter of a century. At an early age, he developed a passionate interest in these objects that measure time. He enriched his knowledge through the family business in the Middle East, dedicated to distributing some of the finest names on the Swiss watchmaking scene. At a glance, he can identify the pedigree of a watch: the brand of a given model and its production year. His expertise and experience in the field of wristwatches guarantees him a clear vision of the contemporary watch industr y.