Founded by the Kurth brothers in 1888, Certina boasts a rich history. Today, Certina is part of the Swatch Group's mid-range brands, serving as an entry-level for mechanical watches. Certina is categorized under sports watches with a light vintage flair. During the presentation of the brand's 2021 novelties in Geneva, we spent some time with Certina Watches CEO Marc Aellen to discuss the recent evolution of the brand, the growing demand for mechanical models, the impact of the pandemic, the brand's future, and of course, the new watches that have been recently presented.
Xavier Markl – Marc, how did you get into the watch industry?
Marc Aellen, Certina – My father was a watch designer in the Neuchâtel region. When he passed away in 1998, I was still too young to take over his business. Naturally, growing up in this region, you learn and love watches. After graduating from university with a degree in business administration, I had the opportunity to work at TAG Heuer or Certina, and I chose the latter. I was attracted to the brand and the fact that it was part of the Swatch Group with its leadership and vision. After Certina, I moved to Omega, then Jaquet Droz. And now I am back at Certina as CEO.
You took over as CEO of Certina a few months ago. What surprised you after returning to Certina?
What is really new, at least from a professional perspective, is the importance of e-commerce and digital activities. Naturally, this was not the case when I first worked at Certina many years ago. And given the positioning of the Jaquet Droz brand, it was not a top priority. However, the potential for development in this regard remains great.
Product-wise, about 20 years ago, quartz watches were the most important product for the brand; today we are selling more and more mechanical watches. Most of the watches we present are mechanical watches.
How did the brand cope with the pandemic?
Unlike many other brands, we almost do not rely on tourist purchases, as the brand does not yet have a global presence. This explains our resilience during these times. For example, in Switzerland, as soon as the stores reopened, sales returned to the levels they were before the lockdown. In 2021, turnover is still below the 2019 level due to the situation at the beginning of the year, but business is picking up momentum, and we are on the right track. There is more inclusion of mechanical watches in our product and sales structure, which explains the higher average price. We have a healthy brand with excellent growth potential. We have great products. We operate in a highly competitive market segment, but our value for money is exceptional.” Except for some related Swatch Group companies, it’s hard to imagine other brands that can offer such value for money.
Although Certina is very strong in some markets, especially in Europe, you mentioned that the brand does not yet have a global presence. What is your strategy in this regard?
We believe it is necessary to support the brand's presence with the necessary resources in countries where it is well established. These are often mature markets requiring substantial support. Therefore, our strategy is to open new markets step by step. Last week we opened the US market. We are starting with e-commerce only with Hodinkee. The feedback so far has been very good and really promising.
What about China?
We are well represented there, and what is really interesting for us is that the market is changing. There is a growing interest in products that match the watches we offer.
Returning to the product, what makes Certina watches special?
Since 1959 and the DS concept, Certina has been committed to offering reliable watches for an active lifestyle. We believe that our prices should be as fair as possible. Our roots date back to 1888, and throughout such a long history, the brand has experienced ups and downs but remained extremely resilient. For example, we are very resilient in markets like Scandinavia or Switzerland. The backing of the Swatch Group is vital in many ways, especially in terms of production. We have access to vast technologies, R&D, and innovations. This is a tremendous asset. Consider the Powermatic 80 movement with its outstanding power reserve and anti-magnetic technology with the Nivachron hairspring.
This results in exceptional potential. We need to further optimize the collection to create an even stronger brand image and enhance the appeal of our emblematic watches.”
What is and will be the focus in marketing?
As mentioned earlier, we are focused on creating and producing good watches at a fair price that match the brand's individuality and its active lifestyle. We are increasingly involved in sustainability initiatives, which are very important to me. This is why we continue our collaboration with the Sea Turtle Conservancy in Florida. We now also offer environmentally responsible packaging for products or new straps made from recycled ocean plastic. In line with our sustainability policy, we are gradually ending partnerships in motorsports. I also firmly believe in developing local initiatives and encourage my teams to do so. For example, we are involved in a skiing partnership in Scandinavia, particularly in the iconic Vasaloppet race.
Could you tell us about some new watches you presented in 2021?
I'll start with the watch I'm wearing - Certina DS Action 38mm. Initially, the watch was released with a diameter of 43mm, now it is available in a more compact 38mm version. The feedback has been very good. The watch is available in five different versions. The watch is water-resistant up to 300m and is ISO certified as a diving watch.
Another example is the DS PH500 model. It was available in an ultra-clear version with an orange dial. It is now available in a black dial version, which will be more elegant for everyday wear while maintaining the same strict technical specifications. The watch comes with a strap made from recycled plastic.
We also present the DS-1, an excellent all-round model with new dials and interchangeable bracelet and strap (again made from eco-friendly recycled plastic).
As you can understand, we cannot reveal all our novelties now, but there will be many more in the coming weeks...
For more information, please visit www.certina.com.
