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"Dare to be different"



The foundation for the success story of the Swiss traditional watch-making brand Alfex was laid in 1948. Today, the company headquartered in Lugano, Switzerland, is an independent global brand that captivates customers in more than 50 countries. The secret of this success lies in the clever union of classical Swiss art and the latest production technologies with the creativity of internationally acclaimed designers. These qualities characterize all Alfex collections and distinguish every single watch.

Swiss made

The Alfex watches bear the designation "Swiss Made". This label enjoys a solid reputation throughout the world. The label embodies a concept of quality that includes the technical quality of watches as well as their aesthetic quality. Alfex watches are completely manufactured in stainless steel or stainless steel gold-plated, which eliminates the risk of allergic reactions or colour changes. All models are equipped with a precision Swiss clockwork mechanism, are waterproof and the majority are sealed up to 5 ATM.


 CEO Hans Saurer with Chief Designer Georg Plum
 Designer Markus Eilinger with colleague Julia Hou



International awards have become a tradition at Alfex. Alfex design repeatedly reveals a unique formal language and choice of materials. Behind every Alfex watch stands an in-tensive styling process: a long road must be traveled from the first drawing, to hand-made prototypes, to the detailed implementation. It is the distinctive feature of Alfex design.



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