Sellita Watch

What Sellita Watch does

Sellita Watch Co S.A. is a Swiss manufacturer of mechanical automatic watch movements founded in 1950 and headquartered in La Chaux-de-Fonds, Switzerland. The company designs, manufactures, and assembles Swiss Made mechanical movements (calibres) sold exclusively on a business-to-business basis to luxury and mid-market watch brands worldwide. Sellita positions itself as an independent supplier that serves all watch brands equally under strict confidentiality, allowing competing manufacturers to source movements without conflicts of interest.

The company's core technology is vertically integrated mechanical movement production, encompassing wholly-owned subsidiary Gurofa (movement blank/ébauche factory), Technicor (electroplating and decoration services), and in-house design and manufacture of the regulating organ (escapement) — the heart of the mechanical movement. Two in-house laboratories, including one dedicated exclusively to chemical analysis and material control, support quality control and innovation. The flagship product family is the SW200 calibre line, with the 2024 launch of the SW200-2 Power+ delivering an extended 65-hour power reserve.

Sellita operates a B2B customer service portal (SWCS) through which watch brands request quotations, purchase spare parts, and track rhabillage (repair and overhaul) orders. Sales are account-based with no minimum order quantity and payment in Swiss Francs via bank transfer. The company does not sell to individual consumers. Revenue streams consist of mechanical movement hardware sales, spare parts, and professional repair/overhaul services. Sellita is privately held with no disclosed parent company, investors, or external institutional capital.

Name

Sellita Watch

Legal name

Sellita Watch Co S.A.

Website

https://sellita.ch

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Sellita Watch Co S.A. is a Swiss manufacturer of mechanical automatic watch movements founded in 1950, supplying Swiss Made calibres exclusively on a B2B basis to watch brands worldwide through its vertically integrated production including Gurofa and Technicor subsidiaries.

Ownership category

akta.pro rank

Product category

Mechanical Watch Movements

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

akta.pro secondary industry

Watch Repair & Movement Service (CRAKALAE)

Keywords

• Swiss watch movements
• Mechanical calibres
• Movement manufacturing
• Watch components
• Swiss Made horology

Headquarters

HQ city

La Chaux-de-fonds

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Infrastructure, Others

Revenue model

1. Mechanical Watch Movements: Sellita manufactures and sells mechanical automatic movements to watch brands worldwide. Watch brands purchase these movements to power their watches.
2. Spare Parts: Sellita sells spare parts to watch brands and authorized service centers for movement repairs and servicing.
3. Rhabillage (Repair/Overhaul Services): Customers can track repairs and overhauls of movements through the customer service portal.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Sellita designs, manufactures and assembles Swiss Made mechanical automatic watch movements (calibres) sold exclusively to watch brands. The company operates a fully verticalized production model that includes in-house manufacturing of movement blanks (Gurofa), electroplating and decoration (Technicor), and the regulating organ. It also supplies spare parts and provides movement repair/overhaul (rhabillage) services to watch brands and authorized service centers through its B2B customer service portal.

Product overview

Sellita Watch Co S.A. is a Swiss watch movement manufacturer founded in 1950, specializing in mechanical automatic movements with Swiss Made designation. The company operates a fully verticalized production model encompassing three core product lines: mechanical watch movements/calibres (including the flagship SW200 family), in-house movement blank manufacturing through its Gurofa subsidiary, and electroplating/decoration services via Technicor. The company also provides B2B customer service including spare parts supply and repair support through its online portal. Sellita positions itself as an independent supplier serving all watch brands with confidentiality, offering its complete range via downloadable product catalogue.

Differentiator

Problem solved

Functional benefit

Products and services

• SW200-2 Power+ A major evolution of the SW200-1 movement, the SW200-2 Power+ is a Swiss Made mechanical automatic movement completely re-engineered to deliver a 65-hour power reserve. It is sold to watch brands as a calibre for assembly into mechanical timepieces.
• Mechanical Watch Movements (Calibres) Sellita's core product line of Swiss Made mechanical automatic movements assembled in-house, covering essential design, manufacture and assembly stages. The company produces various calibre families sold to watch brands for powering mechanical timepieces.
• Spare Parts & Rhabillage (Repair/Overhaul) Service A B2B after-sales service offering through the SWCS portal that provides quotation requests, spare parts catalogue access, order tracking, and repair/overhaul (rhabillage) progress monitoring for Sellita movements. It is targeted at watch brands and authorized service centers performing movement repairs and servicing.
• Product Catalogue (Catalogue 2026-2027) A reference PDF catalogue (Catalogue 2026-2027) available for download, containing the full range of Sellita watch movements and specifications for prospective and existing watch brand customers.

Quantifiable outcome

• 65 hours power reserve with SW200-2 Power+ movement

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• Miyota (Citizen Watch): Miyota is one of the world's largest movement producers, supplying mechanical and quartz calibres to watch brands worldwide. It competes with Sellita for movement supply contracts, particularly in the volume / mid-tier watch segment.
• Seiko Instruments Inc. Seiko Instruments manufactures mechanical and quartz watch movements, including the well-known NH/NH35 series used by independent watch brands. It is a direct comparable as a third-party B2B mechanical movement supplier.
• Vaucher Manufacture (Hermès-owned, via Swiss Centre for Electronics and Microtechnology): Vaucher Manufacture is a niche Swiss movement maker producing high-end mechanical movements and components. It overlaps with Sellita's vertically integrated component manufacturing and B2B calibre supply model.

Direct peers

• Soprod (Festina Group): Soprod is a Swiss movement manufacturer (now part of the Festina Group) producing mechanical movements and ébauches for Swiss watch brands. It is a close direct peer in product offering, B2B customer base, and Swiss Made positioning.
• Ronda AG: Ronda is a Swiss movement manufacturer producing mechanical and quartz movements sold B2B to watch brands globally. It competes head-to-head with Sellita in mechanical calibres targeting the Swiss mid-tier watch industry.
• Manufacture La Joux-Perret: La Joux-Perret is a Swiss mechanical movement manufacturer producing ébauches and complications for third-party brands. It is directly comparable as an independent-to-affiliated supplier of mechanical movements to Swiss watch brands.
• Concepto Watch SA: Concepto is a Swiss movement manufacturer (part of the Festina Group ecosystem) producing mechanical calibres in relatively low volumes for independent and mid-tier watch brands, comparable in scale and niche-to-mid positioning to Sellita.

Broad incumbents

• ETA SA (Manufacture Horlogère Suisse): ETA is the dominant Swiss mechanical movement manufacturer, wholly owned by the Swatch Group. It is the historical incumbent in the exact category Sellita competes in (mechanical ébauches and movements for Swiss watch brands), making it the primary alternative-source peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sellita Watch