Private company

Endura Watch Factory

Swiss watch manufacturer in The Swatch Group

Endura S.A. is Swiss watch manufacturer founded in 1966 by General Watch Company (GWC) in Biel/Bienne, Switzerland, for the purpose of manufacturing watches under "private label". This company was also part of the merger between ASUAG and SSIH into SMH, now the Swatch Group. Now attached to ETA SA Manufacture horlogère Suisse, Endura SA is the private label and licensing division of the Swatch Group.2 Wikipedia text CC BY-SA 4.0

Last updated Oct 20, 2026.

Overview

1966Founded1

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Endura S.A. is Swiss watch manufacturer founded in 1966 by General Watch Company (GWC) in Biel/Bienne, Switzerland, for the purpose of manufacturing watches under "private label". This company was also part of the merger between ASUAG and SSIH into SMH, now the Swatch Group. Now attached to ETA SA Manufacture horlogère Suisse, Endura SA is the private label and licensing division of the Swatch Group.2

Corporate structure

Endura Watch Factory is part of a group headed by The Swatch Group. 26 entities, 5 countries on record. Switch between the flow chart and the network, and select any entity to see its details.

Built from parent and subsidiary links from GLEIF, the Global Legal Entity Identifier Foundation (CC0); subsidiaries, stakes and holdings from Wikidata (CC0). Each entity in the chart links to its source.

Subsidiaries and ownership

Parent company

From Wikidata.1

Timeline

  1. 1966Founded Founded1

Sources

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

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