Certina
- Company typePrivate
- Founded1888
- HeadquartersBienne, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Certina firmographics
Firmographics- Name
- Certina
- Legal name
- Certina SA
- Website
- https://certina.com
- Company type
- Private
- Founded year
- 1888
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Certina industry classification
Industry- Product category
- Swiss Watches
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873)
- akta.pro primary industry
- Sports/Dive/Aviation Tool Watches (CRAKADAE)
- akta.pro secondary industries
- Luxury Quartz Watches (CRAKADAB), Luxury Mechanical Watches (CRAKADAA)
Keywords
Where Certina is headquartered
LocationHeadquarters
- HQ city
- Bienne
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Certina business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Swiss Watch Sales: Certina generates revenue through the sale of Swiss-made watches across multiple collections (DS Action, DS PH, DS-X, DS-2, DS-1) targeting men, women, and unisex consumers. Watches range from entry-level quartz models to premium automatic timepieces with prices from CHF 325 to CHF 1,985. The company operates as part of the Swatch Group and sells through direct-to-consumer online channels and authorized dealer networks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level quartz watches starting at CHF 325 |
| One time/ perpetual license | Pay-as-you-go | Mid-range automatic watches from CHF 625 to CHF 1,000 |
| One time/ perpetual license | Pay-as-you-go | Premium automatic watches from CHF 1,000 to CHF 1,985 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
Certina product offering
Product offeringCore offering
Certina designs, manufactures, and sells Swiss-made mechanical and quartz watches across multiple collections (DS Action, DS PH, DS-X, DS-2, DS-1, DS-7, DS-8) and style categories (Aqua, Vintage, Traveler, Dress, Modern, Outdoor, Skeleton). The company offers 139 different watch models with proprietary technologies including DS Concept for durability, Powermatic 80 automatic movements, Nivachron antimagnetic hairsprings, and Precidrive quartz movements, at price points ranging from CHF 325 to CHF 1,985.
Product overview
Certina is a Swiss watch manufacturer founded in 1888, now part of the Swatch Group. The company offers a diverse portfolio of Swiss-made watches organized into five main collections (DS Action, DS PH, DS-X, DS-2, DS-1) and multiple style categories (Aqua, Vintage, Traveler, Dress, Modern, Outdoor, Skeleton). The product range spans automatic and quartz movements, with price points from CHF 325 to CHF 1,985. Key technologies include the DS Concept (Double Security) system for enhanced durability, Powermatic 80 automatic movements with 80-hour power reserve, Nivachron antimagnetic hairsprings, Precidrive electronic accuracy, and Super-LumiNova luminescent materials. Watches feature water resistance from 10 bar to 100 bar (1000m), with ISO 6425:2018 diver certification on selected models.
Differentiator
Problem solved
Functional benefit
Brands
- DS Action: Maritime timepieces for men and women featuring precision, extraordinary water resistance and dynamic design
- DS PH
- DS-X
- DS-2
- DS-1
- DS-7
- DS-8
Products and services
- DS Action Collection A comprehensive collection of precision dive and sports watches with water resistance up to 300m, featuring automatic and quartz movements, suitable for men and women. Includes DS Action Diver models with ISO 6425:2018 diver certification available in 38mm titanium. Known for maritime timepieces with dynamic design.
- DS PH Collection Vintage maritime-style watches that are successors of the robust timepieces from the 1960s, featuring maritime characteristics, sporty elegant design, and large cases. Heritage-inspired designs.
- DS-X Collection Modern collection featuring GMT watches with dual time zone functionality, designed for travelers with water resistance up to 20 bar. Contemporary design elements.
- DS-2 Collection Heritage-inspired collection reviving the 1968 benchmark for resistance, featuring cutting-edge design, robustness and precision with modern materials. Time traveller with style combining robustness and precision.
- DS-1 Collection Timeless elegance embodying Swiss watchmaking craft, available in stylish variations with or without bezel, combining clear design with sophisticated details. Pure mechanics with timeless elegance.
- DS Super PH2000M High-performance automatic diver watch rated to 2000m depth, featuring titanium case and STC (Swiss Tool Concept) limited editions. Designed for extreme underwater conditions.
Quantifiable outcome
- Water resistance up to 1,000m depth (DS SUPER PH1000M)
- +3 more outcomes
Companies that use Certina
Customer profileSegments4 records
Ideal customer profiles4 records
Certina technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Certina partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Sports Watch CollaborationsminorCertina participated in sports-themed watch collaborations in 2024 alongside other luxury watch brands including OMEGA, Tudor, Hublot, TAG Heuer, and Breitling. These collaborations featured partnerships with sports teams, athletes, and sporting events including the Paris 2024 Olympic Games, UEFA Euro 2024, and various team partnerships.
- Ebba AnderssoncoreEbba Andersson is a Certina brand ambassador in the winter sports category. She is featured in the Certina universe section of the website, representing the brand in winter sports disciplines.
- Marta OrtegacoreMarta Ortega is a Certina brand ambassador in the padel category. She represents Certina in padel sports partnerships and is featured in the Certina universe section of the website.
- Swatch GroupcoreCertina is a company of the Swatch Group, one of the world's largest watchmakers. As part of the Swatch Group, Certina benefits from shared manufacturing capabilities, distribution networks, and technological resources including ETA movements.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Certina competitors and assessment
Company assessmentDirect peers
- Hamilton: Swatch Group brand positioned in the same accessible-luxury Swiss watch tier, with strong American heritage and broad distribution. Directly comparable on price band, target consumer and use of ETA movements.
- Seiko: Japanese watchmaker offering mechanical and quartz watches across comparable price points (entry-level to mid-luxury), with strong sport/dive watch heritage (Prospex line). Direct competitor for sport/dive watch buyers.
- Oris: Independent Swiss watchmaker focused on mechanical watches in the accessible-luxury tier, with strong dive watch (Aquis) heritage. Closely comparable on positioning, price band and target consumer.
- Citizen: Japanese watchmaker with comparable accessible price points and broad product lineup including sport/dive models (Promaster). Competes with Certina for entry-level and mid-tier Swiss-alternative buyers.
- Tissot: Fellow Swatch Group mid-tier Swiss watch brand selling men's and women's watches in a similar accessible price range. Most direct comparable on positioning, distribution model, and product breadth.
- Mido: Swatch Group mid-tier Swiss watch brand offering mechanical and quartz watches in similar price ranges with comparable global distribution. Closely mirrors Certina's accessible-Swiss positioning.
Broad incumbents
- Rado: Swatch Group brand positioned in the mid-tier with a design-forward identity. Comparable as a Swatch Group mid-tier peer, though differentiated by materials/ceramics rather than sport/dive focus.
- Longines: Higher-tier Swatch Group brand with broader heritage and pricing reaching higher than Certina. Comparable as a Swatch Group stablemate but operates in a slightly more premium positioning.
- TAG Heuer: LVMH-owned luxury sport watch brand positioned above Certina. Comparable as a sport/dive watch competitor targeting similar lifestyle buyers but at materially higher price points.
Emerging players
- Orient: Japanese mechanical watch brand offering affordable automatic dive and dress watches. Competes with Certina's entry-level mechanical offerings for value-oriented buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Certina social profiles
Digital presenceCertina financial estimates
Financial estimateRevenue estimate
Valuation estimate
Certina leadership team
Management profileNumber of profiles
Certina funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Certina M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Certina
What does Certina do?
Certina designs, manufactures, and sells Swiss-made mechanical and quartz watches across multiple collections (DS Action, DS PH, DS-X, DS-2, DS-1, DS-7, DS-8) and style categories (Aqua, Vintage, Traveler, Dress, Modern, Outdoor, Skeleton). The company offers 139 different watch models with proprietary technologies including DS Concept for durability, Powermatic 80 automatic movements, Nivachron antimagnetic hairsprings, and Precidrive quartz movements, at price points ranging from CHF 325 to CHF 1,985.
Is Certina a public or private company?
Certina is a private company. It is classified as corporate owned and is currently operating.
When was Certina founded?
Certina was founded in 1888. It employs 11 to 50 people.
Where is Certina based?
Certina is headquartered in Bienne, Switzerland, in the Europe region.
How does Certina make money?
One revenue line is on record: swiss Watch Sales.
Who are Certina's main competitors?
Direct peers on record are Hamilton, Seiko, Oris, Citizen, Tissot and Mido. Broad incumbents are Rado, Longines and TAG Heuer. Orient is listed as an emerging player.
Does Certina have an API?
No public API is recorded for Certina.
What industry is Certina in?
Certina's product category is Swiss Watches. Its primary akta.pro industry code is CRAKADAE, Sports/Dive/Aviation Tool Watches, with a secondary code of CRAKADAB, Luxury Quartz Watches. Its SIC code is 3873.