western watches - brand book

W E S T E R N B R A N D B O O K / 2 0 1 6

W E A R E W E S T E R N

Since our incorporation in 1939 we have been supplying the world with

precision timepieces. Our watches have shipped across all seven continents and

are currently sold in 25 countries worldwide.

Ever since our humble origins in Switzerland we have striven to uphold the

principles of quality craftsmanship and design, whilst still making all of our

products accessible to everybody.

Sourcing our components from carefully selected technologists, we create

timepieces that possess both style and substance.

T H I S I S O U R S T O R Y

The cornerstone for what would eventually become the global Western Watches

brand was first laid somewhere between the idyllic pastures and deep woodland of

Saint-Imier, in the historic Swiss Canton of Bern. The architects of the enterprise, and

the founders of our previous manufacturer, were two of Swiss horology’s leading

lights: Alucide Constant Droz and Henry Perret.

In 1864 they wound up and set in motion a business that would outlive either of

them and would spread across the world, adorning wrists from every walk of life.

Their Societé des Montres SA would go through several incarnations, register

many trademarks and develop myriad sub-brands, including our own.

THE FOUNDATIONS FOR A TIMELESS BRAND

T H E F O U N D AT I O N F O R A T I M E L E S S B R A N D | 0 1

Innovation and expansion were the early watchwords of the Societé. It was

responsible for the wide proliferation of impermeable or waterproof watches

and brought patented Swiss technology to untouched markets in India and

the Middle East.

Even since those early, formulative days working at the very frontier of horology

we have kept our fi nger fi rmly on the pulse of watchmaking, existing at the

intersection of design, form and function.

THE FOUNDATIONS FOR A TIMELESS BRAND

0 2 | T H E F O U N D AT I O N F O R A T I M E L E S S B R A N D

One of the earliest records we have of Western Watches comes to us from

late 1800s America. This was the time of the Wild West, of the unbroken

frontier, of manifest destiny and the American dream.

A German émigré named Isaac Swope, one of many who left their homes

in search of a new life in the New World, imported watch components

and assemblages from Switzerland to the US for use on the railroad.

In the latter half of the 19th century, the railroad was everything to

America. It was where civilisation began and ended and ceaselessly took

men and their dreams way out West, bringing untold riches and wild

stories back East.

TAMING THE WEST

TA M I N G T H E W E S T | 0 5

There were very few lines of communication between the railroad head office

and the pioneers that staffed the little stations scratched into the landscape.

Those men had to rely on their pocket watches to time the arrival of trains

down the arterial network of railway crisscrossing the territory.

Those pioneers needed reliable timepieces that could survive the harsh

degradations of the wild frontier while still keeping good time and this

was a demand that we rose to meet for several decades. People say that

the Colt Peacemaker won the West, but it was our watches that kept

ticking long after the dust had settled.

TAMING THE WEST

0 6 | TA M I N G T H E W E S T

After the success of Mr Swope’s railroad watches and facing rising levels

of demand throughout Asia and the Middle East, it was time for the

Societé to protect their brand by legally trademarking it, which they

did in 1939

Every 20 years since, in strict accordance with Swiss law, we have renewed

the trademark as our brand has continued to grow, develop and spread

across the world. The exact history of what happened next is foggy,

but it all began with the lubricant of history: oil.

Our early amelioration is due to “The Oil Era” between the 1930s and 1970s.

During this period the world’s demand for oil rose rapidly in the face of

mass industrialisation.

THROUGH THE AGES

T H R O U G H T H E A G E S | 0 9

That demand became focussed on the Middle East and its hitherto untouched

reserves, bringing a massive infl ux of investment and expertise to the region,

and no end of bare wrists.

Those bare wrists initially belonged to hands working on oil rigs and derricks across

the region. They didn’t stay bare for long however, as the oil workers needed durable

and precise watches to operate with, balanced with a desire for contemporary style.

In 1973 our previous manufacturer was sold for a lack of heirs but our Western

Watches brand continued to manufacture and distribute watches across the area,

expanding into several new markets whilst developing the technology that powers

every movement of our hands

THROUGH THE AGES

1 0 | T H R O U G H T H E A G E S

The Middle East, during the 1990s, had very few regional watch brands.

Western was one of the first of those brands and, by the early years of the

decade, we had carved out a niche and solid reputation as purveyors of

quality, dependable and contemporary wristwatches.

In 1991 an order was placed with Western to supply timepieces to the

military of the United Arab Emirates.

The requirements for a military timepiece are exacting, and doubly so

for those nations whose armed forces operate in arid climes. We provided

the UAE with the perfect solution with our robust, hermetically sealed

watches, replete with scratch resistant faces and an unparalleled

degree of accuracy.

SUPPLYING THE EAST

S U P P LY I N G T H E E A S T | 1 3

That adoption proved so popular with the UAE that Western soon provided

watches to the municipal police forces of all of the seven cities that make

up the Emirates, a relationship that has existed since the 1990s and has seen us

supply wristwatches to almost every government body in the UAE at one

time or another.

We have founded our reputation for exceptionally high standards of quality,

based on our proven track record for delivering steadfast time pieces, time

and time again.

SUPPLYING THE EAST

1 4 | S U P P LY I N G T H E E A S T

The latter half of the 20th century also brought

other dramatic changes like the purchase of our

Western brand by Swiss Eastern, one of the largest

distributors of watches throughout the Middle

East and Asia

REBRANDING HOROLOGY

R E B R A N D I N G H O R O L O G Y | 1 7

Times change and we’ve changed along with them.

From our early days crafting faithful pocket watches

to more recent times manufacturing and distributing

executive wristwatches and chronographs, we have

always been ahead of our time..

In 1980 we decided it was time for a sleek new look, to

match the stunning minimalist designs of our watches.

We completely rebranded, dropping the “watches” from

our name to just become Western. We also changed

our look to the new logo we have today.

REBRANDING HOROLOGY

Originally founded in 1989 by horological hobbyists, Swiss Eastern is an organisation

infused with a true passion for designing, manufacturing and distributing quality

wristwatches on a global scale. They are a real homegrown brand, established at a

time when there were not many other brands in the region, and have worked

tirelessly to grow into the huge enterprise they are today.

Our purchase by Swiss Eastern brought about other changes, foremost of which

was the relocation of our headquarters to the brightest star in the constellation

of the UAE; Dubai.

REBRANDING HOROLOGY & NEW FRONTIERS

1 8 | R E B R A N D I N G H O R O L O G Y R E B R A N D I N G H O R O L O G Y | 1 9

If you could travel back in time to the 1980s, the region that is now covered by UAE

would have looked completely different. It would have been a harsh, arid desert,

unsuitable for human habitation.

However, since then all the Emirates have developed immeasurably, fuelled by the

riches brought about by the oil industry and foreign investment. Dubai and Abu

Dhabi are now urban metropolises on a global scale, seen as the centres of wealth

and power across the world.

We owe many things to the UAE. It was here that our reliable, precision timepieces

met their match in their opulent styling and it is this crossroads of functional design

meeting refined style that guides our ethos today.

JEWEL OF THE EAST

J E W E L O F T H E E A S T | 2 1

Our ideology is founded on a singular desire: to give all of our customers

the sumptuous embellishments of a high-end timepiece at a fraction of

the expenditure. We believe that the glamorous lifestyle of the Jewel in

the crown of the Arabian Gulf is something that can be shared by

everyone, and it’s our mission to help that happen.

JEWEL OF THE EAST

2 2 | J E W E L O F T H E E A S T

In 2011 to mark the 190th anniversary of the chronograph, we launched the Western

Watches foundation.

Run out of our HQ in the heart of the UAE, the Foundation’s stated aim is to reclaim

the wrist.

We live in an age where smartphones, tablet computers and kindles have rendered

the wrist bare again, and that’s not ok to us.

We want to take the wrist back.

RECLAIMING THE WRIST

R E C L A I M I N G T H E W R I S T | 2 5

To achieve that aim our creative team have invested heavily into the research and

development of exceptional high quality wristwatches, with most movements

assembled from components manufactured right at the source, in Switzerland. All of

the quality control done at our offices is done to an exceptionally exacting level, to

ensure all our watches are of true Swiss Standard.

We want those watches to be available to everyone, not just millionaires and, to that

end, it is the Foundation’s promise that our exacting quality, stunning design will

always be matched with a measured economy in price. Our watches are for anyone,

anywhere.

As well as helping to eradicate bare wrists everywhere, the Foundation is also

involved with local initiatives on a grass roots level. We sponsor several sports teams

across the region and provide financial support to them for equipment and playing

fields.

RECLAIMING THE WRIST

2 6 | R E C L A I M I N G T H E W R I S T

Western now has come a long way from our humble beginnings in 1939. We have

transformed from a manufacturer and supplier of precision pocket watches to an

international lifestyle brand stocked in 25 countries.

However, we have not forgotten where we came from and we still only use parts

that are manufactured to the exacting specialist Swiss Standard. We use a variety of

suppliers, giving us a unique fl exibility in choosing the parts that are perfect for our

design, not the other way around.

Our design is an aspect that we are immeasurably proud of. Everything is done out

of our creative product design workshop in Dubai that brings together some of the

horological industry’s leading lights with expert craftsmen, working together to

design and create beautiful wristwatches to suit any occasion.

EAST MEETS WEST

E A S T M E E T S W E S T | 2 9

We are lucky enough to count Adnan Arif as our creative director; he was one of the

first ever wristwatch bloggers, starting his seminal wristfashion.com blog in 1999,

and has now been with us 11 years, designing some of our most popular ranges and

products. He also operates four wristwatch boutiques across the Emirates.

Our strength is in the versatility, quality and reliability of our designs. Our watches are

in good company anywhere, from the boardroom to the boardwalk and everywhere

in between. Nowadays you can find our products on the wrists of executives and

professionals everywhere, adorning and styling the movers and shakers of the world,

people ahead of their time.

EAST MEETS WEST

3 0 | E A S T M E E T S W E S T

Descended from Nicholas Rieussec’s original 1821 design, our chronographs are all built to exacting specifi cations of reliable durability. To us though, what’s on the outside is just as important as what is under the hood, and our chronographs are replete with iconic designs that inexorably draw the eye of the beholder. In our chronographs, form perfectly meets function. Designed and crafted for debonair gentlemen from all walks of life, they are the perfect accessory for the man who wants more than just a watch.

C H R O N O G R A P H S

3 2 | C H R O N O G R A P H S

V E R G A N T


The VERGANT is a chronograph created first amongst equals.

From its minimalist numerals to the elegantly ergonomic

placement of its sub-dials, there is nothing about this timepiece

that doesn’t ooze sophistication and style.

Whether you’re on holiday, on a date or in a meeting, the

VERGANT will be your wrist’s faithful companion. Its quartz

movements mean that it will never lose time and will keep

going for as long as you need it to and beyond.

Case Thickness 12.25MM

Circumference 250MM

Band Material Genuine Leather

Water Resistance 5ATM

V E R G A N TW 8 7 6 9 G B P 0 10 C

Z E A L


Our ZEAL series is for the urban pioneers out there. For those

people who are committed to pushing the bracket in every walk

of life and any environment they find themselves in.

With bold styling that doesn’t have to shout, a rotating

tachymeter bezel, four separate complications for date, hour

and stopwatch functions, durable silicone strap and certified

waterproof to 5 ATM the ZEAL is ready for anything you care

to throw at it. Go on, try it. We dare you.


Circumference 230MM

Band Material Silicone


Z E A LW 8 7 6 3 G P B 0 7 0 C

K R O N U S


The KRONUS is a watch that revels in its understatement. Where

others clamour and jostle for attention, the KRONUS doesn’t

need to. Named for the king of the Greek Titans, the KRONUS is

for men who want to radiate a subtle power and authority.

They say you can’t buy style. You can however buy the next best

thing. The KRONUS


Circumference 215MM

Band Material Stainless steel


K R O N U SW 8 8 2 9 G P S 0 10 F

I CO N A N T


Our ICONANT watch is a timepiece with one foot rooted in

tradition and the other firmly planted in the present. Its gold

plated bezel encapsulates its slender, delicate hands and its

multifaceted glass face gives it a stylish gravitas that speaks

volumes in quiet yet confident tones.

The ICONANT’s exaggerated crowns define it like the stopwatches

of old, while its movements, assembled out of carefully selected

Swiss components represent watchmaking in the present.

A must for discerning men who want the best of what the old

and the new worlds can offer in one stunning package.


Circumference 250MM



I C O N A N TW 8 7 8 0 G S T 0 10 F

Our range of Classic watches are all inspired by the vintage watches of the past. It’s those iconic watches that once adorned the wrists of yesteryear’s luminaries and trendsetters that have guided us in the creation of our Classic range. When designing our Classic watches, we wanted to really capture the soul of the past and house it in a range of simple and stylish casings so that when you wear one, you’re wearing more than just a watch, you’re wearing decades of style and class.

C L A S S I C

5 0 | C L A S S I C

R U B R I C

5 4 | C L A S S I C

The RUBRIC is a timepiece for whom juxtaposition is more

than a watchword, it’s a way of life. It is for the modern man

who enjoys the finer things life has to offer and wants a

watch to match.

Possessing an elegant simplicity that toes the line between

subtle and statement, RUBRIC features a linked metal band,

stripped down face and a play of colour that sets it and its

wearer apart from their peers.


Circumference 195MM



R U B R I CW 6 0 4 6 G C B 0 10 C

V E R N I E R

5 8 | C L A S S I C

With a simple depth offset by a tidy elegance, the VERNIER is a

watch that can make itself at home in any company. Equipped

with a real leather strap, sleek face and quarter width aperture,

it is a watch that wouldn’t look out of place in the 1950s and

will feel right at home on your wrist.


Circumference 205MM



V E R N I E RW 7 319 G C B 0 10 F

S WA N K G R E S S

6 2 | C L A S S I C

For the SWANKGRESS, less is most definitely more. A nostalgic look

back at the Art Deco and Bauhaus movements, its stripped back,

retro stylings lend the SWANKGRESS an elegant weight and

refinement set off by the simplistic dial and genuine leather strap.


Circumference 215MM



S WA N K G R E S SW 7 17 2 G B B 0 10 C

H AU T M O N D E

6 6 | C L A S S I C

The HAUT MONDE is a watch that is as bold as it is refined. It is a

timepiece for individuals who want to lead the pack, not follow it.

The bezel acts as subtle counterpoint for a pared down dial and

face with date display that has a powerful, measured simplicity

and absolutely oozes style. The whole watch is housed in a sleek

ceramic casing, making it light, durable and timeless.


Circumference 250MM

Band Material Steel +Ceramic


H A U T M O N D EW 6 0 4 7 G S T 0 10 A

For the sophisticated gentleman who doesn’t need all the frills and trappings of a chronograph but who wants the gravitas of a superior timepiece, we are proud to present our Multifunction range of watches. Replete with rich embellishments and all the complications you’d expect from a multifunction watch, they all possess a suave style that turns them from accessory to fi rm statement.

M U L T I F U N C T I O N

6 8 | M U LT I F U N T I O N

P O I N T E R

7 2 | M U LT I F U N C T I O N

For gentlemen who desire a timepiece that has illustrious subtly

written all over it, we are proud to present the Pointer. Two

tastefully placed sub dials emphasise the sumptuous feel of this

contemporary watch, making it a worthy accessory for today’s

sophisticated urban gent.


Circumference 215MM



P O I N T E RW 18 16 G C B 0 10 C

AT TA C H E


The Attache is a watch that is as comfortable in meetings as it

is at home. Elegance meets function in spectacular style that

effortlessly references classic styles of the past, brought into

the light of present times.


Circumference 203MM



AT TA C H EW 18 2 2 G C B 0 3 0 F

T R E S S E L


Style is not something that can be taught, it’s an innate secret

known only to the select few. The Tressel is one of those few. It

is a debonair timepiece whose clean lines and tasteful design

speaks volumes, while saying very little.


Circumference 203MM



T R E S S E LW 18 15 G S T 0 10 F

A J A X


The Ajax is a strong watch that doesn’t demand respect because

it simply doesn’t have to. Bold numerals enclose three sub dials

and a powerful confidence that is much more than the sum of

its parts.


Circumference 220MM



A J A XW 1 8 14 G B R 0 7 0 Q

When is a watch not a watch? When it’s a fashion statement. Our range of Fashion watches has been lovingly designed to accentuate the wearers innate chic and style, without compromising on our reputation for reliability. If you’re looking for a timepiece with brains and beauty, with style and substance, then look no further.

F A S H I O N

8 6 | FA S H I O N

A M B U R E

9 0 | FA S H I O N

If you’re after tasteful minimalism with looks that kill, then

the AMBURE is what you need. A single genuine leather band

connects the AMBURE to its wearer, imbuing her with a simple

elegance sure to draw looks and respect, wherever she goes.


Circumference 195MM



A M B U R EW 8 12 0 L S T 14 0 F

D I S I A C

9 4 | FA S H I O N

The DISIAC is a down-to-earth no nonsense watch with poise

and determination hidden between the tachymeter bezel, face

and tactful sub dials.

Painstakingly crafted with a ceramic case and strap, giving it

a unique lightweight durability, it’s a timepiece for ruling the

boardroom or conquering the great outdoors with grace and

style.


Circumference 200MM

Band Material Steel +Ceramic


D I S I A CW 8 1 8 2 L S T 1 0 0 C

A N G E L I Q U E

9 8 | FA S H I O N

The Angelique is a multifunction watch with class. Its crystal-in-

laid bezel elegantly frames a dial that revels in negative space

and ensconces three separate sub dials telling the date, day,

hour while still managing to turn heads.


Circumference 200MM



A N G E L I Q U EW 8 19 5 L P S 0 10 F

C E L E S T E

1 0 2 | FA S H I O N

A watch that isn’t afraid to flaunt its gorgeous trappings, the

CELESTE is a tasteful exercise in elegance. The bezel is inlaid with

a single strip of Swarovski crystals, encircling a stripped back dial

that sets off the solid stainless steel band.


Circumference 200MM



C E L E S T EW 8 19 7 L P P 14 0 Q

Style doesn’t always have to be quiet, sometimes it needs to show its plumage and command attention. Our line of Glam watches do just that; announce their presence to the world in spectacular style, unabashed and glamorous. Every single watch we make, we make with reliable precision so, while the Glam range might look beautiful, they all possess technical depth too.

G L A M

1 0 4 | G L A M

1 0 8 | G L A M

The AVA is a bold, enticing watch that demands attention and

respect. It captures the eye and is sure to set of any outfit it’s

paired with. Blessed with a shining beauty, the AVA is an

essential accessory for today’s glamor queen.


Circumference 190MM



AVAW 8 16 9 L G P 0 7 0 J

1 1 2 | G L A M

As a chronograph, the HAYA is a regal yet dignified watch that is

as functional as it is sumptuous. Crystals are delicately inlaid on

a linked metal band with a double ear butterfly buckle, affixing a

face that contains a stopwatch, hour counter and date aperture

to the wrist. Stunning to look at and packed with features, the

HAYA truly is a flower among thorns.


Circumference 175MM



H AYAW 8 8 3 3 L P S 0 10 A

L U X I T Y

1 1 6 | G L A M

With a showstopping frame that delicately holds the face

between four gorgeously detailed strips, the LUXITY is a sleek,

sophisticated and sexy watch. Its simple dial and face sets off the

rest of the watch, giving it an air of tasteful luxury.


Circumference 215MM



L U X I T YW 8 112 L S P B 0 10 F

A S TA R E L L E

1 2 0 | G L A M

Drawing its unique look from the stars above, the ASTARELLE

radiates class from the wrist outwards. Its dual layer of

Swarvorski crystals around the bezel and inner surface frame

a reduced face that sits above a sea of shimmering light.


Circumference 190MM



A S TA R E L L EW 8 13 2 L P P 0 51Q

1 2 2 | C O N TA C T

SWISS EASTERN WATCHES CO. LTD.

Flat 201/202, 2nd FloorRobot Park Tower, Al- Majaz AreaSharjahUinted Arab EmiratesP.O. BOX 20401

AFFLUENCE GMBH

Hugi - Strasse 3Postfach 378CH 2502 Biel BienneSwitzerland

INTERNATIONAL MULTITRADE ENTERPRISE

RM-A8, 14/F, Phase-1, Kwai Shing Ind, Buld,36-40 Tai Lin Pai Road, Kwai Chung (N.T)Hongkong

WESTERN WATCHES EUROPE

20, 24 Hulme High StreetManchesterM15 5JSUnited Kingdom

Tel: +9716 5373199 Fax: +9716 5373181Email: [email protected]

Tel: +41 32 323 4061 Fax: +41 32 323 9302Email: [email protected]

Tel: +852 2745-0500 Fax: +852 2745 0639Email: [email protected]

Tel: +44 161 232 7633 Mob: +44 778 596 0748Mon – Fri 0900 – 1800

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