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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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-old designer Claudio D'Amore, is a shoestring-budget brand that's open to using non-Swiss components for mechanical watches. Asian parts make production cheaper, and most watches sold under the "Swiss Made" label for less than 2,500 francs (S$3,500) contain some bits from that region anyway, he said.
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