Swatch Group’s Certina watches are back on sale in the United States thanks to an exclusive retail agreement with HODINKEE.
It has been almost 30 years since Certina withdrew from the US market, and its absence has been particularly notable given the brand’s history and strength in the red hot steel diver and sports watch market.
According to HODINKEE, Certina has been away for so long because Swatch Group stablemates Tissot and Longines took the lead in the years after Swiss watchmakers emerged from the quartz crisis.
Certina concentrated on Europe, where its affordable mechanical sports watches gained traction, and more recently targeted Asia.
“Certina’s Europe-focused strategy has been a huge success for the company ever since,” HODINKEE says. “The company is considered one of the top brands for an aﬀordable Swiss-made watch throughout Europe and Asia, making it a popular gift for younger enthusiasts as well as anyone that appreciates a solid value proposition.”
Certina enters a crowded market, but it does have advantages in its $1,000 to $2,000 price category thanks to the power of its parent Swatch Group, which provides movements and components including anti-magnetic Nivachron balance springs, and the Powermatic 80 caliber with 80-hour power reserve.