Invicta watches
Invicta is a Swiss-American watch brand with a fresh and distinctive style that is backed by standard Swiss quality. The brand has a rich history.
The brand was founded in 1837 in Le Chaux-de-Fonds, the famous birthplace of Swiss watch brands (Omega, Rolex) and it was no different here. The brand was registered and invented by Raphael Picard with the vision of producing high quality watches at a reasonable price. The chosen strategy gradually earned the brand a very good reputation and Invicta continued to produce quality wristwatches with mechanical calibres until the 1970s, but like many others, the quartz crisis did not escape this manufacturer and for several decades the company teetered on the very edge of a relentless economic precipice. At the beginning of the brand's rebirth in 1991 was Eyal Lalo, now president of the Invicta Watch Group, who as a 19-year-old in the early 1990s confided in his father the vision of expanding the family investment company with his own watch brand that could suitably expand the portfolio of companies he controlled. Lalo Sr. did not hesitate for long and realized his son's bold plan when he purchased a failing Swiss brand Invicta.
Production of the watches moved to the U.S., and the brand's official representative office in Basel remained in Switzerland (now the watches are manufactured in Basel). Invicta focused on aggressive marketing and shifted its focus to limited edition watches. After several years, the brand was successfully marketed and sales and profits began to increase. Encouraged by the success, the management decided to expand back into European markets (in 2008) and part of the production of Invicta watches was moved back to Switzerland, giving the brand the opportunity to once again benefit from the marketing appeal of the Swiss made label, which, however, places very high demands on quality, once again placing the company among the premium watch manufacturers. When buying an Invicta watch, it is important to distinguish between a watch made in the USA and one made in Switzerland. American watches are usually assembled from Japanese components and are usually fitted with Japanese Miyota calibres. Swiss Invicta watches are fitted with high quality Swiss ETA calibres. Invicta watches made in Switzerland are easily recognizable, the index six on the dial "hugs" the classic Swiss made design.