All of the Watch Brands Owned By Swatch Group

By Patrick Fassler â€¢  Updated: 06/17/22 â€¢  12 min read

The Swatch Group Ltd was founded in 1983 by the merger of SSIH and ASUAG in an attempt to resolve the quartz crisis of the ’70s & ’80s. It is currently the largest watch company in the world – employing around 31,444 people (as of 2021). The Swath Group owns a number of some of the world’s most famous watch brands, including OMEGA and Tissot. Here’s a full compiled list of all the watch brands owned by Swatch Group.

Brief History of The Swatch Group

ASUAG

Formed in 1931, ASUAG was the largest producer of watch movements in the world. Later, in 1972, ASUG formed a holding company called General Watch Co. General Watch Co was established to be a holding company of different watch brands around the world.

In 1982, ASUAG (Allgemeine Gesellschaft der Schweizerischen Uhrenindustrie) was in financial trouble and insolvent.

SSIH

In 1930, Tissot and OMEGA merged to create SSIH. Competition from newer technologies with other companies was placing a lot of pressure on Swiss watchmaking, and although quality and heritage were strong, consumers were more interested in new happenings from competitors.

40 years later in 1970, SSIH was bankrupt due to competition from quartz watches and an economic recession. SSIH was taken over by the banks in 1981.

The Formation of The Swatch Group

In 1983, ASUAG/SSIH was formed from ASUAG and SSIH after their financial problems. The group was then taken private in 1985 by the former CEO Nicolas Hayek. In 1986, it was renamed SMH and then renamed again in 1998 to Swatch Group.

Watch Brands Owned by Swatch Group

OMEGA

omega - brands owned by swatch group

OMEGA is likely one of the most popular brands owned by Swatch Group. Known mostly in pop culture for its partnership with the James Bond series, OMEGA has produced some of the world’s most iconic wristwatches.

The OMEGA Speedmaster has been worn during each of NASA’s six moon landings, earning it the “Moonwatch” name. OMEGA has also been the Official Timekeeper of the Olympic Games since 1932.

Moving forward to 1995, OMEGA joined the James Bond franchise to become the official Bond watch supplier. Since then, we’ve seen both Pierce Brosnan and Daniel Craig wear OMEGA watches for the last 20 years in films.

Recently, OMEGA and Swatch collaborated to create the “MoonSwatch,” which is a Speedmaster-inspired quartz wristwatch. The MoonSwatch was available only in Swatch retail locations. The partnership between the two companies has been a controversial success and led to a large number of sales worldwide.

Hamilton

hamilton - brands owned by swatch group

The story of Hamilton watches is likely one of my favorites. Hamilton was founded in 1892 in Lancaster County, PA. The brand name comes from James Hamilton who was the son of Andrew Hamilton (founder of Lancaster County). During the early years of Hamilton and the expansion of the U.S. railroads, the company held around 56% of the market.

During WWII, the brand shifted its focus from consumer wristwatches to producing watches for the military. Later on, in 1966, Hamilton acquired the Buren Watch Co in Switzerland. With the purchase of Buren Watch Co came all the technology and factories owned by the company. Three years later, Hamilton moved production over to Switzerland.

Hamilton was purchased by Swatch Group (under the SSIH company) in 1974. Since then, Hamilton has created some of the most tasteful modern timepieces. The majority of their watches have a distinct vintage look while providing some of the best watch technology on the market.

Swatch

Not to be confused with Swatch Group, Swatch as a brand creates its own unique watches. Recently, the company most notably collaborated with OMEGA for one of the most interesting marketing efforts I’ve seen in the last few years in the watch industry.

That leads me to my favorite point of Swatch – creativity. It’s easy to get lost in the sea of modern dive watches and chronographs. To the uninterested eye, most of them look the same minus some colors and details. Swatch has set out to make modern wristwatches interesting, and they have.

The Swatch brand has also collaborated with the Bond franchise to create unique Q-Branch-inspired designs, such as the ²Q James Bond Swatch.

swatch 2q

While Swatch’s offerings are targeted at lower prices, usually being a quartz movement with cheaper materials than its sister brands, it makes its presence in the market known. Swatch Group states that Swatch designs a new piece every one-and-a-half days on average.

In 2004, Swatch created the Paparazzi (in collaboration with Microsoft), noted as the very first smartwatch to hit the market. The Swatch Paparazzi was the successor to the Swatch Access, a watch created in collaboration with Apple in 2000, which was a successor to The Beep, an alphanumeric pager watch from 1993.

Of the brands owned by Swatch Group, Swatch itself is likely one of the most unique on the list. While not necessarily targeting a high-end collector, they have a very sizable share of the watch market. In fact, if you’ve read anything about watches in the last couple of months, I guarantee there’s been something about Swatch.

Ultimately, Swatch creates watches that are fun, unique, and experiment with tech. It’s by far one of the most intriguing brands owned by Swatch Group.

Tissot

Tissot - brands owned by the swatch group swiss

Next up on the list of brands owned by Swatch Group is Tissot. Tissot is likely one of the most popular “entry-level” luxury brands on the market. Founded in 1853, the company puts a large emphasis on its quality. A mix between the quality and price point makes them a great starting point for many new collectors.

Add to that, Tissot has been creating some of the most interesting hybrid-smart watches. The Tissot T-Touch Connect Solar is a fascinating piece of tech that combines the best mechanical watch aesthetic into the utility of modern smartwatches. The watch also uses solar sensors to generate energy to “run for several months without ever needing a recharge.”

Certina

Certina has been at the forefront of Swiss wristwatches for over 130 years. The company prides itself on creating some of the most precise and dependable iconic watches. The company has adopted the “DS Concept of ‘Double Security'” to ensure their watches are as resistant as possible.

Certina has been a Swiss-based watchmaker since 1888 and builds a wide variety of mens’ and ladies’ watches. The brand builds some of the most reliable mechanical and quartz watches on the market today and focuses heavily on its brand image. Certina has a very established partnership with the Sea Turtle Conservancy for supporting sustainability.

Longines

longines - swatch brands

Longines currently makes some of the most aesthetically pleasing mens’ and ladies’ watches. Included in that is the Longines Legend Diver Watch – one of my personal favorites when finished with the blue dial.

The company produced its first chronograph in 1878 and became loved by horse enthusiasts. Later on, in 1912, Longines developed the first timing mechanism, which was triggered by electric wire. The company was also part of the first non-stop solo flight across the Atlantic when Charles Lindbergh made history.

Breguet

Next up on the list of watch brands owned by Swatch Group is Breguet. Known for its significant and long-lasting heritage, the company has been creating iconic timepieces since 1775. The Swatch Group acquired Breguet in 1995, and the brand has been worn by some of the most famous names in the world. From Churchill to Alexander the 1st and Napoleon, the Breguet brands have left their mark in history.

Over the years, the brand has continued to innovate and build some of the most iconic watches with extremely unique designs. It’s by far one of the most interesting brands owned by Swatch Group, and I would highly recommend learning more about their heritage.

Mido

With a large focus on functionality crossed with design, Mido has been at the leading edge of watchmaking for the last 100+ years. Originally founded in 1918 by Georges Schaeren, Mido has been on a mission to create elegant timepieces with high-end automatic movements.

The materials and technology Mido use are on-par with some of the most well-known brands in the industry. There are roughly 2,700 ADs in around 70 countries in the world currently selling Mido watches, making it one of the most popular on the list so far.

Rado

rado - brands of swatch group

“If we can imagine it, we can build it” has been the philosophy of Rado, and they’ve pulled it off rather well. Rado creates some of the most unique watches of any of the brands owned by Swatch Group. This becomes instantly clear the moment you stumble across their wristwatches.

Originally founded in Lengnau, Switzerland, Rado has continued to build a collection of high-end, durable, and desirable watches.

Blancpain

The world’s oldest surviving watch brand, Blancpain, has been one of the brands owned by Swatch Group since 1992. It is regarded as one of the most valuable brands in the Swatch Group family. The brand has been on the wrists of some of the most famous names in Hollywood, such as Marilyn Monroe and Brad Pitt.

The Blancpain brand has been known to create some of the most complex and intricate watches around. In the 1990s, they released the 1735 Grande Complication, which is a tourbillon, minute repeater, perpetual calendar, split chrono. It was limited to 30 units and only has had one release each year.

Blancpain is also a recognizable motorsport sponsor, being part of the Blancpain Endurance Series, Sprint Series, and GT Series. The brand name can also be spotted in the Lamborghini Blancpain Super Trofeo series.

Union Glashütte

Shifting away from the Swiss brands, we come across Union Glashütte – a german watchmaking brand. Union Glashütte fits only mechanical movements in their watches, which very much sets them apart from most brands owned by Swatch Group.

The Union Glashütte brand has put a large emphasis on its quality and movements. Of all the brands on the list owned by Swatch Group, Union Glashütte might be the most meticulous when it comes to its precision and movements for

Glashütte Original

Glashütte Original - Swatch Group

With its roots dating back to 1845, Glashütte Original has been creating some of the most desirable watches in history. As another German Watchmaker on the list of brands owned by Swatch, the brand is a step above almost every other Swatch brand.

For decades, Glashütte Original has been crafting and designing the most elegant and stunning pieces in the world. Included in the Glashütte Original model lineup are:

Each model is limited to a set of only 10,000.

Flik Flak

Flik Flak is one of the most fun brands owned by Swatch Group. In 1987, Flik Flak was founded in Switzerland with the aim of teaching children to tell time. Since then, it has become the most popular brand of children’s timepieces globally.

The brand has a variety of products targeting children from ages three to ten. Each watch has the iconic “Swiss Made” name on it to display its quality and standards.

Balmain

The story of Balmain and Swatch is quite a bit different than the rest on the list. In 1995, Swatch Group acquired full exclusive rights to the brand, including marketing, distribution, and manufacturing. Prior to that back in 1987, Swatch Group only had manufacturing rights. Marketing and distribution rights were held by Pierre Balmain.

Currently, Balmain watches are at the lower-price point for brands owned by Swatch Group. However, their durability and design have not been compromised. In fact, most appear to be much more expensive than the retail price would suggest.

Balmain makes watches that would fit in any social setting and would fit nearly any budget for a luxury timepiece. Including the quartz watches from Balmain in any collection would remain a piece that keeps its place.

Jaquet Droz

Jaquet Droz - Swatch Group
Bird Repeater

One of the most famous names in watch history is Pierre Jaquet Droz. Known to be an innovator in the world of watches, Jaquet Droz has spawned some of the most captivating pieces in history.

Jaquet Droz watches are so much more than timepieces. They’re truly works of art. From the movements to the dials, each watch individually shares a story through its design and art. The timepieces are some of the most extraordinary watches around, and each piece is unique when compared to other brands owned by Swatch Group.

Léon Hatot

While not currently an active subsidiary, Swatch Group does own the rights to the Léon Hatot brand for future use. “Swatch Group reserves the right to awaken this sleeping beauty at any time,” states Swatch Group on their official website.

While not much information is available about Léon Hatot, we do know from the Swatch Group website that Swatch Group considers itself to be the “custodian of several thousand drawings by French designer Léon Hatot.”


As shown above, Swatch Group currently owns some of the top players in the watchmaking world. They’ve pioneered the way of the next 100 years of watches, and I’m very excited to see what each brand puts together. I would highly recommend to anyone reading to further research each brand and their notable models/designs. They’ve put together a fantastic portfolio of the best brands worldwide, and I firmly believe they are at the top of the game.

Patrick Fassler

🚗 Unhealthy Car Obsession ⏱ Semi-Healthy Watch Obsession 📌 Daytona Beach, FL

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