5/6/2023 0 Comments History of horology![]() Surely, sometimes the base ETA/Sellita/Soprod, etc. Therefore, when it comes to a watch without a proprietary movement, the general method is to rename the ETA (or any other supplied) movement to a different code chosen by the brand. The other reason why it might be difficult for the masses to learn more about the manufacture is that in-house movements have become a major selling point for most mid- to high-end brands. What they do instead is sell ébauches (semi-assembled movements) and complete movements in vast quantities to watch brands, who will then dress them up in accordance with their own brand’s DNA. ![]() Consequently, they will never publicly advertise their technical achievements to make you or I buy a movement or two from them. ETA however, unlike retail brands, does not want to sell directly to the public. We see retail brands tirelessly looking for yet another way of exploiting their history so as to convince the pondering buyer. One of the reasons for this can be found in the marketing practices of the industry. ![]() However, despite all its previous and present roles in horology, for many, ETA remains a relatively unknown manufacture, or worse: a three-letter word that scarcely means more than the fact that the movement inside their watch was not made by the company whose name is on the dial. Its story has, as we will learn, defined the watch industry of today. It is Switzerland’s largest movement maker with countless small and major brands relying on the products they make. ![]() ETA is one of the most prevalent and powerful companies in the modern watch industry. ![]()
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