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Homegrown maker of low-cost watches calls Swiss Made a joke

Goldgena is challenging the industry by using non-Swiss components for mechanical watches

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Just when Swiss watchmakers are struggling with the strong franc, weaker Asian demand, and new technologies such as smartwatches, the last thing they need is a threat from within their clubby ranks. But that's exactly what's happening.

New York

JUST when Swiss watchmakers are struggling with the strong franc, weaker Asian demand, and new technologies such as smartwatches, the last thing they need is a threat from within their clubby ranks. But that's exactly what's happening.

The Goldgena Project, led by 40-year-