Dieter Pachner, CEO of Certina, on the new DS Super PH2000M, Heritage, and the Brand’s Next Chapter

With origins going back to 1888 in Grenchen, Switzerland, Certina has earned a reputation for producing robust, reliable Swiss watches built for everyday adventure. The introduction of the Double Security (DS) concept in 1959 established the brand as a pioneer in shock and water resistance, qualities that have defined its watches ever since. Today, as part of the Swatch Group, Certina continues to combine technical innovation with remarkable value. On the occasion of the presentation of the new DS Super PH2000M in Zurich, we sat down with Dieter Pachner, the new CEO of the brand, to discuss his four decades in the watch industry, the renewed direction of the brand, and why he believes Certina’s greatest strengths are still ahead of it.

Xavier Markl, MONOCHROME – Before we talk about Certina and the new PH2000M, could you tell us a little about your own journey through the watch industry?

Dieter Pachner, CEO of Certina – I have spent almost forty years in the watch industry… I began my career as a watchmaker at a watchmaking school in Austria. The idea was to become a watchmaker and goldsmith, but things turned out differently. In the early 1990s, an opportunity within the Swatch Group changed everything. I started in distribution and sales in the 1990s, when the modern Swatch era was just beginning. Over the years, I have worked with several brands and gradually taken on more responsibility, spanning national markets to international management. In particular, in 2002, I had the opportunity to move to Glashütte Original and, in 2008, became the brand’s Vice President. In 2025, I was offered the opportunity to become Chief Executive Officer at Certina, and it felt like the perfect moment. It brought me back to the world of sports watches—a segment I have always enjoyed—and to a brand with enormous potential.

With 33 years of Swatch Group, you certainly know Certina. Once you joined the brand, what surprised you the most?

The biggest surprise was the product itself, its beauty and the brand’s heritage. From the outside, you naturally know the brand, but you never really discover all of its strengths until you work with it every day. I was genuinely impressed by the level of quality, the finishing and the technical execution of the watches.

To be honest, you don’t often find that level of quality at these price points. It made me very proud to join the brand because I realised how much value Certina delivers. The second surprise was just how rich the brand heritage is. The collection is already very strong, but I also saw opportunities to sharpen its identity even further.

The affordable luxury segment for watches is rather crowded and very competitive. How would you describe your vision for Certina today?

For me, it’s about focus. Certina has always stood for sport, adventure and reliability. That’s the direction we want to strengthen even further. In terms of marketing, we have three pillars: paddle, diving and Nordic skiing. Product-wise, we have to streamline the collection. Rather than trying to be everything to everyone, we want people to immediately understand what the brand represents. That also means simplifying certain parts of the collection, concentrating on the products that best express our DNA and making our communication much clearer. We have fantastic watches with a wonderful heritage. Now it’s about presenting them in the right way.

When you say “focus on product,” what can clients expect over the next few years?

I think you’ll see us returning even more strongly to purpose-built sports watches. I don’t necessarily like the expression “tool watch,” but I do believe in creating watches with a real purpose – watches built for performance, adventure and exploration. That’s exactly what Certina has always done throughout its history. We have decades of heritage to draw upon. We want watches that enthusiasts appreciate because they’re technically convincing, but that are equally relevant for someone who simply wants a dependable companion for everyday life.

Indeed, the new DS PH2000M seems to embody that philosophy perfectly.

Exactly. This watch combines our historical diving heritage with modern technology. The titanium case makes it extremely comfortable while remaining incredibly robust… and the fully matte finish gives the watch a distinctly utilitarian appearance. We’ve paired it with a ceramic bezel and, of course, our latest generation of the DS extreme protection system (10,000G resistance). You need to push the unidirectional bezel against the case to be able to rotate it. It is 2000m waterproof with a screw-down crown, a screw-down case back emblazoned with our turtle and a helium relief valve. Each watch comes with two straps, a titanium bracelet and a rubber strap. The watch is available in black, white and yellow, plus turquoise for the STC limited edition. I think we have found with the PH2000M the perfect equation, the right material, the right colours, the right technical system…

The result is a watch that isn’t simply inspired by the past; it’s designed to perform today. And Certina always stands for performance. And despite all these technical features, we’re determined to maintain the excellent value that people expect from Certina. That’s something we don’t want to lose. The watch will be priced at CHF 1,235, making it a rather attractive package.

Can you tell us more about the STC limited edition?

The launch edition is limited to 1,959 pieces – a clear reference to the year the DS concept was introduced, but also to the foundation date of the Sea Turtle Conservancy. The watch also supports marine conservation initiatives, which fit naturally with a diving watch. Protecting the oceans and turtles isn’t just an attractive message – it aligns perfectly with the spirit of exploration that has always been part of Certina.

The new DS protection system appears to be a major focus for the brand.

Absolutely. If there’s one area where I think we haven’t communicated strongly enough in recent years, it’s the DS concept. People know the turtle logo, they know Certina stands for robustness, but they don’t always understand just how advanced the protection system has become.

With this new generation, we’re putting much more emphasis on that technology because it’s genuinely useful, and it is an unbelievable USP. It’s not marketing for the sake of marketing – it’s something customers benefit from every day. For us, the DS system remains one of the defining pillars of the brand.

Where are Certina’s strongest markets today, and where do you see the greatest growth opportunities?

Our traditional European markets remain extremely important. In particular, Switzerland, Germany, Sweden, and Poland continue to perform very well.

The United States is probably our biggest opportunity. We’ve made excellent progress there, but we’re still at the beginning of the journey. We are now present with e-commerce only. We now have to expand to brick and mortar. But our objective isn’t simply to open doors and increase distribution. We want to work with the right retailers – partners who can properly explain the products and communicate what makes Certina special. In this segment, traffic is important, but expertise is equally important. The United States is a very exciting project for the whole team.

What would success look like for the brand in 2030, and what do you see as the biggest challenge over the coming years?

I’d love to see the brand clearly established in the USA and also strengthen its presence in Europe. With regards to product, we are working to build a strong, consistent collection around clear pillars.

The main challenge is that we are living in a shaky environment with wars and economic challenges. The market is extremely volatile. Economic conditions change quickly, and it’s very easy to react by constantly changing direction. I think that’s the wrong approach. The biggest challenge is remaining consistent.  We have a responsibility to our clients and employees. We need to continue investing in our strategy, our products and our identity, even when market conditions become difficult. If we stay focused, I believe the results will follow.

Finally, if we were to meet again in three years, what would you like people to be saying about Certina?

I’d like them to say that Certina has become even clearer in what it stands for. That is when people think of Certina, they immediately think of adventure, performance, reliability and outstanding Swiss value. If we’ve achieved that – and if more people understand the strength of our products and our DS technology – I think we’ll have accomplished exactly what we set out to do.

For more details, please visit www.certina.com