Starting from 1904
The core hinterland of the Swiss Jura Mountains - M ü cke
LOUIS SCHWAB was born in 1904 in the heart of the Jura Mountains in Switzerland - Mujer, a holy land that has nurtured countless legendary movements and watchmaking workshops.
The brand spans four generations of family inheritance and always adheres to the core belief of "loyalty to inheritance and eternal innovation".
Time is written and transformed into poetry through illusions
45 is the golden angle that presents the best level of luster and metallic texture for the watch bezel. With every rotation, it can bloom with a dynamic and changing luster; Let the light present a flowing and changing texture at different angles, showcasing advanced craftsmanship in every inch.
”Le Mirage“ is derived from French and means" illusion of light and shadow ", giving the watch a touch of French elegance; The Chinese word 'phantom' echoes the flow of time and the rhythm of texture, interpreting the aesthetic characteristics of a wristwatch that is suitable for both movement and stillness.
The fusion of the three not only accurately highlights the core design identity of the watch, but also conveys the brand's watchmaking pursuit of using light as art and time as evidence. Naming is not just a marketing accessory, it is a technical standard in the watchmaking process and an aesthetic guideline that runs through the entire series - every 45° Le Mirage watch embodies this design principle from the inside out.
Searching for your ideal wristwatch
Lewis Series
45° Le Mirage Series
Levtoi Series
LOUIS SCHWAB
A hundred years since 1904
1904
Foundation
Master watchmaker Louis Schwab established the manufacture in Moutier, Switzerland, focusing on precision movements and timepieces, laying the foundation for a century of family horology.
1918
The LEVTOI Legend
The iconic LEVTOI mechanical alarm clock was launched, winning global acclaim for its superior craftsmanship and reliability, becoming a symbol of the Jura watch industry.
1935
Second Generation
The brand was inherited by Pierre, Samuel, and Willy, sons of the founder. The SWIZA trademark was registered, specializing in high-end alarm clocks and travel clocks.
1940s–1950s
Global Market Expansion
SWIZA launched a series of landmark international advertising campaigns across Europe and Asia. With iconic visuals of European triumphs and Eastern cultural symbols, the brand positioned its desk clocks and alarm clocks as premium timepieces “Appreciated the World Over”, establishing a truly global reputation and distribution network.
1959
HeadingMechanical Revolution
SWIZA invented the world’s first 8-day 15-jewel movement, triggering a horological revolution and driving the brand’s global expansion.
1962s-1969s
Modern Manufacturing Upgrade
In 1962, the old Moutier factory could not meet global order demands, so the Board decided to build a 36,000-square-meter modern factory in Delémont. Modular design and automated production lines started in 1964; from 1966 to 1968, production transitioned to Delémont with a full-cycle quality management system. In 1969, SWIZA Louis Schwab S.A. was officially established in Delémont, achieving 400,000 annual output and employing 400 professionals.
1960s
Modern Design & Creative Exploration
The brand embraced modern art and pop culture, launching creatively designed clocks and expanding its collection with contemporary wristwatch models.
1972s
Global Recognition
SWIZA was awarded the European Mercury Gold Prize for outstanding quality and worldwide success.
1976s
Embracing Quartz Era
Following the global quartz trend, the brand integrated quartz movements into alarm clocks and launched a series of innovative quartz timepieces.
1979s
Third Generation
Entering the third generation of family ownership, the brand developed the luxury 8-day 19-jewel long movement, strengthening its high-end mechanical expertise.
1984s
In-House Quartz Movement
SWIZA developed and produced its first Swiss-made quartz movement, which remains in use today, representing true Swiss self-sufficiency.
1991s
Brand Integration
The group integrated Matthew Norman, a prestigious travel clock brand, expanding its luxury timepiece portfolio.
2006s
Return to Roots
The Schwab family transferred its factory shares to Bedona Holding, refocusing on LOUIS SCHWAB to specialize in high-end watch development and revive its independent family watchmaking legacy.
2018s
Heading
The fourth-generation heirs, together with a young professional team, renewed the century-old craftsmanship with modern design, focusing on high-end timepieces and entering a new era.
Forged by more than a century of heritage, LOUIS SCHWAB remains faithful to the integrity of Swiss independent watchmaking.
With strict craftsmanship, precision, and elegant design, the brand integrates four generations of expertise, history, and modern aesthetics. Each timepiece is a tribute to time, crafted for those who appreciate genuine Swiss horology.
The original text of the Golden Water Star Award is Mercurio d'Oro in Italian, which is an authoritative award internationally that recognizes outstanding performance of enterprises in the fields of trade, technological innovation, and social responsibility.
The original text of the Golden Water Star Award is Mercurio d'Oro in Italian, which is an authoritative award internationally that recognizes outstanding performance of enterprises in the fields of trade, technological innovation, and social responsibility.
With the high-level sponsorship and support of the President of the Italian Republic, the International Authority Committee officially awarded the 1972 Golden Water Star Award, known as the Oscars of European trade, to SWIZA Louis Schwab AG.
The honor was personally presided over by His Excellency Giulio Andreotti, the then Prime Minister of Italy, and received by Mr. Pierre Schwab, the Chairman of the SWIZA Board, on behalf of the company.