First design and likely prices revealed by Goldgena Project


The shadowy project designed to lift the lid on the secret practices of Swiss watchmaking has put its money is where its mouth by revealing its first watch design.

Goldgena has revealed the watch, costed using three possible approaches ranging from entirely manufacturing and assembly carried out entirely in China to a scenario described as 99% Swiss made. Using Goldgena’s already established multiplier of 3.5 of production costs estimated retail prices are between US $700 to US $4,200.


Visitors to Goldgena’s website can now vote on which scenario they would prefer for the project as well as comment on the overall design.

Current voting sees an overwhelming preference for the US $1,400 middle option of Swiss design, orchestration, movement and assembly with case, bracelet and dial being manufactured in China.

The modern, technical design features an automatic Caliber Miyota 82S7 movement beneath a semi-open dial with exposed balance wheel. The dial also features a 24-hour disc and small seconds disc. The 41mm stainless steel watch features an anti-reflective sapphire crystal with interchangeable straps which is water resistant to 50m.

The members of the expertly orchestrated Goldgena Project are set to reveal their identities later this month.

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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