History of Titoni

Titoni is an independent watch company that has been in the Schluep family for three generations. Today it is run by Daniel Schluep, who is the brand’s CEO.

The founder of Titoni, Fritz Schluep, set up a small watch workshop in 1919 in Grenchen, Switzerland. He started with only three employees, but with hard work and a clear vision, he developed his first watches under the Felco (later: Felca) brand name. His team had grown to 15 people just one year later, with sales expanding outside of Switzerland to America, Germany, and Japan.

In the 1920s, Art Deco inspired his first models, a trend that originated in Paris and became popular in watches. He quickly understood the need for a feminine and ladylike look, and by the 1930s, he introduced the Felca 309 715 ladies’ watch. In 1938 his son Bruno Schluep, who had trained as a master watchmaker in Le Locle, joined the company. In 1945, during World War II, the Schleup family received an order for 30’000 watches from the US Army.

Art Deco inspired Titoni watch from the 1920s
Art Deco inspired Titoni watch from the 1920s

Fritz Schluep started using the Titoni name in 1952, using the meihua, the plum blossom, as its logo. He passed away in 1959, leaving his son Bruno in charge of what was now a successful watch company with worldwide sales expanding as far as China and India.

Titoni entered the Chinese market in the 1950s, and today they have over 600 points of sale in Greater China and Southeast Asia. On the occasion of the Shanghai World Expo in 2010, Titoni displayed three giant watches in the Swiss Cities Pavilion Basel-Geneva-Zurich during the visit of the President of the Swiss Federation.

Many iconic Titoni models have been introduced over the years, such as the Airmaster in 1969, the Space Star in 1983, and the Masters Series COSC in 2006.

In 2019, Titoni celebrated its 100th anniversary. To mark the occasion, the brand developed its first in-house caliber called the T10 caliber. It was used in the exquisite and classical watches of the Line 1919 collection. The Line 1919 watches come in a 40mm stainless steel case with silver, black or blue dials and are available with a steel bracelet or a leather strap.

Titoni Grenchen Headquarters
Titoni Headquarters in Grenchen, Switzerland

With passion and skills, the company’s watchmakers do their best to produce timepieces that reflect Titoni’s motto: “It is not the desire for growth and quantity but first-class quality and the love of details that matter.” Today Titoni Ltd is one of the few remaining independent watch companies in the Swiss watch market.