Private company

Allgemeine Gesellschaft der Schweizerischen Uhrenindustrie

Watch manufacturing company

Allgemeine Schweizerische Uhrenindustrie AG (ASUAG; French: Société Générale de l'Horlogerie Suisse SA) was the former biggest Swiss Watch Industry Group that had been created with the assistance of the Swiss government and the Swiss banks, as an answer to the crisis caused by the Great Depression, in 1931. In 1983, ASUAG and SSIH were forced by the Swiss Banks to merge into Société de Microélectronique et d'Horlogerie (SMH), which now has been renamed Swatch Group.2 It is headquartered in Switzerland.1 Wikipedia text CC BY-SA 4.0

Last updated Oct 20, 2026.

Overview

1931Founded1
  • IndustryPrecision engineering and optical industry, horology1
  • HeadquartersSwitzerland1
  • Founded inGeneva1

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Soc. Générale de l'Horlogerie Suisse SA 1932
Photo: Unbekannte Autoren und Grafiker; Scan vom EDHAC e.V., Public domain, via Wikimedia Commons3

Allgemeine Schweizerische Uhrenindustrie AG (ASUAG; French: Société Générale de l'Horlogerie Suisse SA) was the former biggest Swiss Watch Industry Group that had been created with the assistance of the Swiss government and the Swiss banks, as an answer to the crisis caused by the Great Depression, in 1931.2

Acquisitions

  1. Succeeded by Société de Microélectronique et d'Horlogerie1

Timeline

  1. 1983Dissolved Dissolved1
  2. 1931Founded Founded in Geneva1

Sources

The numbers on this page point here. Each one links to the record it came from.

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