New watch brands

Entry-level Swiss watchmaking on the counter-offensive

INTERVIEW

Español Français

By Serge Maillard

June 2021

Alexander Bennouna, former CEO of Victorinox watches and an expert in the challenges facing the most affordable segment of Swiss watch production, is launching a Swiss-made brand priced under CHF 400 – DecideAndAct – positioned around “21st century values”. He is betting on the engagement value of a brand with “social meaning”, at a time when the entry-level segment has been struggling with structural problems for several years.

Entry-level Swiss watchmaking on the counter-offensive

INTERVIEW

Español Français

By Serge Maillard

June 2021

Entry-level Swiss watchmaking on the counter-offensive

Alexander Bennouna, former CEO of Victorinox watches and an expert in the challenges facing the most affordable segment of Swiss watch production, is launching a Swiss-made brand priced under CHF 400 – DecideAndAct – positioned around “21st century values”. He is betting on the engagement value of a brand with “social meaning”, at a time when the entry-level segment has been struggling with structural problems for several years.

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