Atlantic Seamlessly Navigates Trends While Honoring Legacy

Founded in 1888 in Bettlach, Switzerland, Atlantic Watches has been a heritage symbol of Swiss watchmaking excellence for 137 years. Established by Eduard Kummer, a pioneering horologist, the brand played a crucial role in shaping the Swiss watch industry. Kummer’s vision of precision and innovation laid the foundation for what would become one of the  most respected names in horology. The company achieved a major breakthrough in 1960 with the invention of the “Speed Switch” mechanism, allowing for significantly faster date changes—a milestone in watchmaking.

Atlantic’s legacy is defined by its flagship Worldmaster collection, a timepiece family that remains synonymous with the brand’s identity. Over the decades, Atlantic has expanded its portfolio, offering a diverse range of watches that blend tradition with contemporary style. From sporty and elegant designs to heritage-inspired timepieces, the brand continues to uphold its commitment to quality and craftsmanship.

Fredi Bickel, Managing Director and Philipp Rüfli, Head of Sales shed light on how the brand navigates its rich history while staying attuned to modern trends. Rather than simply replicating historical models, Atlantic takes inspiration from its archives to create timepieces that honour its DNA while integrating contemporary elements. This fusion allows the brand to stay relevant without compromising authenticity.

"We always aim to find the balance between heritage and new technology. Vintage-inspired watches are incredibly popular today, especially among younger collectors. By reintroducing classic designs with modern materials and updated movements, we keep the spirit of our past alive while meeting present-day demands," says Philipp.

With a presence spanning Europe, Asia, and the United States, Atlantic Watches faces the challenge of appealing to diverse cultural preferences. When asked how they tailor their approach for different markets, the brand emphasized the importance of local expertise.

"Intercultural management is crucial. We rely on strong local partners who understand the preferences of their respective markets. They handle marketing and distribution, ensuring that our watches resonate with local customers," explains Fredi.

Atlantic boasts of an extensive portfolio of over 250 to 300 SKUs, offering a mix of quartz and automatic movements, catering to varied tastes across different regions. This flexibility enables the brand to maintain a strong foothold in multiple markets while adapting to shifting consumer preferences.

The Smartwatch Phenomenon vs. Mechanical Mastery

The rise of smartwatches has undeniably transformed the industry, but Atlantic remains confident in the enduring appeal of traditional timepieces. The brand views smartwatches as an entry point for younger audiences, believing that as consumers grow older, they will gravitate toward the craftsmanship and timeless value of traditional watches.

"We see smartwatches as a different category," says Philipp. "They attract tech-savvy individuals, but many of these consumers eventually develop an appreciation for mechanical watches. A smartwatch is a gadget, whereas a mechanical watch carries an artistic and historical essence."

For many collectors, exclusivity is a key factor when purchasing a luxury watch. Atlantic understands this sentiment and has incorporated limited editions into its strategy. "Every year, we introduce special editions to cater to collectors who seek rarity and distinction. These pieces are often tied to a significant event, an ambassador partnership, or a milestone within the company,” explains Fredi.

Among the most sought-after models are Atlantic’s gold limited editions, which represent the pinnacle of the brand’s craftsmanship. These timepieces not only serve as investment-worthy collectibles but also reinforce the brand’s reputation for excellence.

Retail and Distribution Strategy

In an era where e-commerce is reshaping retail landscapes, Atlantic maintains a balanced approach between online and offline sales channels. This hybrid strategy allows Atlantic to reach a wider audience while ensuring that customers receive personalized service and expert guidance. "We believe that watches need to be experienced in person. Customers want to feel the weight, examine the details, and try them on. That’s why physical stores remain essential. However, we also recognize the growing importance of e-commerce, so most of our partners operate across both platforms,” says Philipp.

The Future of Swiss Watchmaking

Despite challenges in the luxury watch industry, Atlantic remains optimistic about the future. "The Swiss watch industry has faced crises before, and it has always emerged stronger. While consolidation among smaller brands is a possibility, our focus remains on short- to mid-term planning. We aim to strengthen our existing partnerships, introduce innovative designs, and explore new markets,” concludes Philipp.

With a recent expansion into India and a continued commitment to excellence, Atlantic is well-positioned to navigate the evolving landscape of luxury horology. As Atlantic continues its journey, it remains a brand deeply rooted in tradition yet adaptable to change. By preserving its heritage while embracing modern trends, it ensures that its timepieces remain relevant for generations to come. With a keen eye on market dynamics and a commitment to craftsmanship, Atlantic is set to maintain its esteemed position in the world of Swiss horology.