Sellita Movements – A Formidable Rival in the Watchmaking Industry of ETA

Although established after the renowned ETA movements, Sellita Movements has rapidly affirmed its position in the international market, becoming a popular choice for many watch brands. After the Swatch Group announced the restriction of distributing ETA movements to competitors to maintain exclusivity, Sellita seized the opportunity for development, standing out in a short period. The following article by DWatch Factory will help you explore how Sellita became a strong “challenger” in the watch sector.

Overview of Sellita Watch Movements

Origins and Development of Sellita Movements

Sellita Watch Co. SA, an independent Swiss watch movement manufacturer, was founded in 1950 with its headquarters in La Chaux-de-Fonds. In the watchmaking industry, Sellita is known for its professionalism and continuous innovation. Following Swatch’s restrictions on ETA movement supply, Sellita transformed itself from a components contractor and assembler for Swatch into an independent movement manufacturer. Since 2003, Sellita began developing movements based on the ETA platform, and by 2005, the SW 200 movement was officially launched, paving the way for a series of products with similar advancements.

Outstanding Features of Sellita Movements

Sellita movements symbolize the finesse and quality of Swiss watchmaking craftsmanship. Each movement is produced under stringent “Swiss Made” standards, combining modern technology with masterful craftsmanship. Not only do Sellita movements exhibit superior quality, but they also offer cost-effective alternatives compared to ETA movements, allowing many brands to access quality solutions without significant economic burdens.

The superior quality of Sellita movements is demonstrated through high accuracy and automatic winding capability from the natural motion of the wearer. These movements often carry Chronometer certification, indicating accuracy standards. Energy reserve capabilities from 38 to 42 hours after a full wind is also one of Sellita’s strengths. Moreover, Sellita provides numerous additional modules such as date, week calendar, and chronograph features according to the requirements of watch brands.

Sellita’s Development Journey

For over half a century, the Swiss watch industry primarily depended on ETA movements. However, when Swatch decided to limit movement supply, many brands hurried to find new providers. At that time, Sellita, originally a components and watch assembler, seized the chance to develop its own line of movements.

At the time when Swatch began reducing ETA movement supply around the 2000s, Sellita pioneered by launching movement counterparts similar to ETA, but with its own enhancements and optimizations. This transformation marked a significant turning point, enabling Sellita to establish its position and expand its market. As early as 2008, when Swatch further tightened ETA movement distribution, Sellita was widely recognized and became an indispensable partner for many prestigious watch brands.

A crucial milestone was in 2011 when Swatch completely stopped providing ETA movements to the external market, marking a boom period for Sellita, as it became the primary provider for a significant portion of mid to high-end brands.

Popular Sellita Watch Movements

• SW 200: Developed from ETA 2824-2, this movement is one of Sellita’s most outstanding products. With four quality versions from Standard to Chronometer, SW 200 meets diverse demands of watch manufacturers. Brands appreciate and often develop this platform into their own in-house movements.
• SW 300: Based on ETA 2892-2, this movement stands out with its exceptional thinness and is suitable for elegant, high-end watch models. Famous brands like TAG Heuer have utilized this movement for models such as Calibre 11 and 12.
• SW 500: Drawing from Valjoux 7750, the SW 500 is a robust chronograph movement offering high durability and precision, making it an ideal choice for premium chronograph watches.

Watch Brands Using Sellita Movements

Sellita not only offers economical solutions but also guarantees quality for many famous brands. Some of the brands using Sellita movements include:

• Oris: Utilizes Sellita movements for numerous product lines, noted for their durability and Swiss quality.
• TAG Heuer: Models like Autavia and Carrera often feature Sellita SW200 movements, ensuring reliability.
• Bell & Ross: The company’s military-style watches are often equipped with powerful SW200 movements.
• Christopher Ward: This independent British brand also opts for Sellita movements for their outstanding reliability and precision.

Sellita movements are also widely used by brands such as Squale, Marcello C, Steinhart, and Tissot, evidencing the firm’s solid position in the Swiss watch industry.

Conclusion

As the second-largest watch movement manufacturer in Switzerland, only behind ETA, Sellita has been providing not just complete movements but also components and custom movement design services at affordable costs. Despite the pressure from brands that produce in-house movements, Sellita maintains its position thanks to its innovation capability and quick response to the diverse demands of the watch market. This information hopes to help you better understand Sellita movements and assist in choosing the most suitable watch!