Switzerland is known as a land of watches. The proud tradition of Swiss horology is headlined by names like Rolex, Omega, Patek Philippe and Breitling.

But under the surface, there is also a vibrant industry of highly-specialized, boutique watchmakers who cater to those who want something special, something personalized - and something more rare.

Here are seven Swiss watch brands that many people have never heard of…

F.P. Journe

Founded by François-Paul Journe in 1999, F.P. Journe stands as a paragon of haute horlogerie in Geneva. Journe, born in Marseille in 1957 and trained at the Paris watchmaking school, epitomizes the artisan watchmaker whose motto "Invenit et Fecit" meaning "invented and made," reflects the brand’s commitment to crafting every component in-house.

The company has won the prestigious “Aiguille d’Or” from the Grand Prix d’Horlogerie de Genève three times (2004, 2006, 2008) — no other small manufacture had achieved that at the time.

Among its iconic creations, the Chronomètre à Résonance stands out, an exceptional dual-balance watch utilizing resonance for enhanced precision.

Renowned for its innovative precision chronometers, including the unique resonance chronometer, the brand mixes tradition with contemporary expertise.

Producing around 800 pieces annually, F.P. Journe remains deeply independent, blending exceptional craftsmanship with inventive mechanical solutions, earning multiple grand prix awards and a devoted global collector base.

MB&F (Maximilian Büsser & Friends)

MB&F, based in Geneva, is a trailblazer in avant-garde watchmaking led by visionary Maximilian Büsser - whose previous experience includes Harry Winston Rare Timepieces and Jaeger‑LeCoultre.

Founded in 2005 with the goal of being a "concept labratory”, the brand collaborates with master watchmakers and designers to create artistic, kinetic horological machines that defy conventional aesthetics.

MB&F distinguishes between Horological Machines (HM) and Legacy Machines (LM) — two series with distinct design philosophies. The Horological Machines series often look more like sculptures, spacecraft or kinetic art than conventional wristwatches. Legacy Machines lean more towards classical watch-making aesthetic, but with MB&F’s twist.

Known for their three-dimensional, futuristic designs, MB&F’s limited-production watches are as much mechanical sculptures as timekeepers. This collaborative and experimental ethos makes MB&F a beloved independent innovator at the cutting edge of Swiss watch craft.

*H. Mosier & Cie. - full of modern style*

H. Moser & Cie.

H. Moser & Cie. blends classical Swiss watchmaking elegance with modern minimalism and technical innovation. Re-established in 2005 with roots dating back to 1828 (when it was founded in St. Petersburg, Russia), this Schaffhausen-based brand is recognized for its purity of design and sophisticated in-house movements. It is owned by MELB Holding (Meylan family).

Part of the brand’s manufacturing focus includes fully vertically-integrated production - which has led to several patented innovations: e.g., a double hairspring, proprietary hairspring alloys, and a system of minimalistic complication display.

Collections reflect modern yet classic codes: Endeavour, Pioneer, Streamliner among them. The Streamliner in particular marries integrated bracelets with 1920s automotive/locomotive cues. The Endeavour Perpetual Calendar is a signature model, blending traditional complications with a clean, contemporary dial design.

H. Moser & Cie.’s refined approach appeals to those who appreciate understated luxury coupled with Swiss watchmaking excellence. Its bold slogan “Very Rare” embodies this ethos - although the brand produces more watches than most on this list, approximately 3’000 per year.

How are Swiss watchmakers coping with tariffs?

The Swiss watch industry is one of the many export sectors that makes Switzerland “tick.” That also makes them especially vulnerable to geopolitical fluctuations.

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Greubel Forsey

Founded in 2004 by Robert Greubel and Stephen Forsey, Greubel Forsey crafts extraordinarily complex and meticulously finished timepieces from their workshop in La Chaux-de-Fonds. Celebrated for pioneering multiple tourbillon systems and architectural movement designs, it is a beacon of technical mastery in haute horlogerie.

Greubel Forsey watches are artisanal masterpieces, blending innovation and aesthetic harmony through painstaking hand-finishing and cutting-edge mechanisms.

Among many examples, the Double Tourbillon 30° exemplifies their ingenuity, featuring two tourbillons working at distinct angles for superior precision.

De Bethune

Geneva-based De Bethune pushes the boundaries of watchmaking by combining futuristic aesthetics with patented mechanical innovations.

Founded in 2002 by David Zanetta and Denis Flageollet - the latter of which comes from a 4th-generation watchmaking family, the brand is known for its dynamic designs, distinctive spherical moon phases, and high-frequency, high-precision movements.

Among other innovations, De Bethune pioneered use of heat-blued titanium for dials and cases—creating that vivid blue signature aesthetic. Other novelties include loating lugs: pivoting lugs that adapt to wrist shape—designed for ergonomics as well as style. A patent for the floating lugs was filed in 2006.

The DB28 is emblematic, with its distinctive floating lugs and integrated balance wheel visible on the dial side.

De Bethune’s daring style incorporates space-age materials and cutting-edge engineering while retaining roots in classical horology, achieving a balance between art and science that captivates aficionados seeking originality.

Production is limited to 150-350 pieces per year.

Urwerk

Urwerk is a Geneva-based firm recognized for its radical approach to displaying time through orbiting satellite hours and avant-garde design. Since its founding in 1997, Urwerk has focused on creating watches that challenge traditional dial layouts, offering a futuristic, almost sci-fi vision of horology. The UR-210 model exemplifies this approach, featuring rotating hour satellites and retrograde minute hands in an ergonomically futuristic case.

Each piece emphasizes mechanical complexity with highly legible, unconventional time indications, securing the brand a cult following among collectors who value innovation and distinctiveness in Swiss watchmaking.

Arnold & Son

Rooted historically in the work of 18th-century British chronometer pioneer John Arnold, Arnold & Son operates today from La Chaux-de-Fonds, creating timepieces that emphasize marine and navigation heritage.

Founded in its modern form in 1995, the brand showcases sophisticated mechanics paired with elegant classical aesthetics - and a strong astronomical influence: moon-phase displays, world-time complications, marine chronometer inspiration.

Signature movements include Time Pyramid, Nebula (skeletonised architecture) and Perpetual Moon (one of the largest moon phase displays on the market).

The Royal TEC1 is a standout reference, featuring a finely finished automatic movement with a striking open-worked dial.

Arnold & Son seamlessly blends historic inspiration with modern Swiss craftsmanship, appealing to aficionados of refined complications and timeless design.

7 Lesser-Known Swiss Watch Brands