SWB headquarters in a historic Zurich building dating from 1842

SWB headquarters, Zurich - historic building dating from 1842

About SWB

SWB Swiss Watch Brands specialises in the identification, research, evaluation and transfer of dormant Swiss watch brands with genuine historical substance. Our focus is deliberately narrow: we work with a small number of carefully selected brands at any time, each distinguished by its documented heritage, established secondary market, commercial potential and the integrity of its trademark position.

Switzerland's watchmaking history extends far beyond the names that remain prominent today. Over generations, numerous independent manufacturers established distinctive identities, developed technical expertise and built commercial relationships across international markets. Many eventually ceased operations, leaving behind a rich but often dispersed historical record. SWB identifies and develops opportunities within this largely overlooked part of Swiss watchmaking heritage.

For every brand we represent, we reconstruct its origins and commercial history through research in Swiss archives, historical trade publications, trademark registers, advertisements, product catalogues and other contemporary sources. We establish when and where a brand originated, what it produced, which markets it served and what distinguished it within the industry. We also document the succession of proprietors, secure the Swiss trademark rights required for acquisition and conduct international trademark research to identify existing registrations and potential conflicts.

The result is more than a name on a register: a historically documented Swiss watch brand with verified provenance, a secured Swiss trademark position and an enduring presence in the vintage watch market.

Reviving such a brand offers significant advantages over creating one from scratch. Its authentic history, established secondary market and continuing visibility through vintage watch listings, auction records and collector references provide a foundation that a newly created brand cannot readily replicate. Some of the brands we represent are also documented in respected horological publications for their patented innovations and contributions to watchmaking — adding a further dimension of historical and technical credibility.

Realising this potential requires an acquisition strategy tailored to the individual brand, its historical significance and the buyer's commercial objectives.

SWB operates as an independent, owner-led boutique, bringing together historical research, intellectual property expertise and commercial judgement to identify, evaluate and structure acquisitions of Swiss watch brands with genuine heritage and long-term commercial potential.

For investors considering a watch company for sale, SWB offers a distinct alternative: the acquisition of established Swiss heritage brands and their associated intellectual property, rather than an operating business.

Meet Martin Heller

Martin Heller, Founder and Managing Director of SWB Swiss Watch Brands

"Heritage deserves more than a transaction. Our role is to combine knowledge, discretion and respect for the past to help place authentic Swiss watchmaking heritage in the right hands for its next chapter."

Martin Heller, Founder & Managing Director

Martin Heller brings more than four decades of international business and entrepreneurial experience to SWB Swiss Watch Brands. With an academic background in law, his career has encompassed brand development, product management, international sales and cross-border trading activities across a wide range of industries and markets.

As a technology entrepreneur, he founded and developed an ICT company specialising in remote monitoring and smart sensor applications. Working in research partnership with the Artificial Intelligence Laboratory of the University of Zurich, the venture attracted institutional investment and gave him extensive first-hand experience in developing a technology business, engaging with professional investors and translating research-driven innovation into commercial applications.

His entrepreneurial activities have also included the creation of a high-end jewellery brand and the revival of his own historic Swiss watch brand. These ventures involved direct responsibility for product development, production, brand positioning and international marketing, providing practical insight into the challenges of establishing and developing premium brands. His experience further includes a long-standing advisory relationship with a premium American fashion company.

This combination of international business experience, entrepreneurial judgement and direct involvement in the watch industry shapes his approach to heritage brand acquisitions. Having developed and revived brands himself, he understands that acquiring a historic name is only the beginning. He considers each brand's provenance, trademark position, product potential and commercial prospects in the context of its future positioning and development.

Buyers work directly with Martin throughout the acquisition process, from the initial evaluation of suitable opportunities through to completion. Supported by an in-house team specialising in financial analysis and historical research, he personally oversees the strategic, trademark and contractual aspects of each acquisition, ensuring a consistent, discreet and individually tailored approach.