Not all images were able to load for printing. Please close the print window and try again. Marc Aellen, CEO of Certina, on Recent Developments and Future Models
Talking about the evolution of the brand and some clues about future watches to come.
Founded in 1888, Certina is one of the accessible luxury brands of the Swatch Group, catalogued in the sports watch section. A visit to the brand’s headquarters in Biel, Switzerland, to check some of the upcoming 2025 new watches was the perfect opportunity to sit down with the brand’s CEO Marc Aellen, and to discuss the recent evolution of the brand… And also to get a teaser on what to expect in the coming months.
Xavier Markl, MONOCHROME – Marc, thanks for having us. What sets Certina watches apart?
Marc Aellen, CEO of Certina – Certina is the Swatch Group sports brand at the entry level. We have a strong legacy in dive watches, which are a brand signature and a long-standing tradition. We offer one of the best price-to-quality ratios in the market, specifically in that segment. For instance, you can get an ISO 6425-certified dive watch with a ceramic bezel and a high-quality mechanical movement (the Powermatic 80) for about CHF 800, which is pretty hard to beat. We capitalise on our long, rich history in the field but are always evolving, bringing new developments and adapting to the trends. Dive watches have been very successful in the industry over the past years and we’ll keep developing our offer in this segment. We’ll have one of our main launches in May/June with a new size and superior resistance, still with superb quality watches… But I cannot reveal too much yet.
From a marketing perspective, we are into paddle tennis, currently the fastest growing sport internationally. We are also involved in cross-country skiing, which gives us solid visibility during the winter months.
And, of course, there is the Sea Turtle Conservancy support?
This naturally aligns with our dive watch heritage and with the turtle shell, a symbol of the brand since 1959. So the Sea Turtle Conservancy (STC) has been an on-going commitment for us. But our efforts go beyond STC. We’re dedicated to protecting the environment in general… We use Tide recycled straps and recycled materials as much as we can. We know we are not perfect, but we try to minimize our footprint whenever possible.
Talking products, what are the pillars of the Certina collection today?
The DS Action is really the main collection. We’ll have several novelties this year. We started with the DS Action Quartz 40.5mm. The first feedback is excellent, in particular about the attractive pricing. There will be this new Action Diver Automatic in May/June with reinforced resistance, which will be a key highlight.
The DS-7 is a Sports line based on a 1970s design, but it is not connected to the marine-dive environment. Last year, we also launched quartz versions and an automatic chronograph.
The PH dive watch collection is inspired by historic models. PH100, PH200, PH500 and PH1000. This is a true signature design with strong features and, again, a hard-to-beat price/quality ratio. There’s also the DS-1, our classic automatic collection, which will see the addition of new functions/complications this year. We have a few other collections that we are slowly discontinuing to bring more focus to our core lineup.
Interestingly, mechanical watches remain essential, but you are also bringing quartz models.
Absolutely. Given the strength of the Swiss Franc, we had to implement price increases in local currencies in some markets. And there is still quite a strong demand in the entry-level segment. So if we have strongly developed automatic watches, there is a significant demand for watches under CHF 500 and we need to address this segment.
In an interview we did about 4 years ago, you mentioned that the brand was well established in several markets but had a strong development potential for some areas. What progress has been made?
We’ve made excellent progress, particularly in the USA, where our presence has grown significantly. I believe we have great products for this market, with high-quality watches at an affordable price. Our focus is e-commerce with several local partners in particular. This is a main focus for us. In Europe, we have developed the brand presence in different markets, in particular in France, there again with really promising results. Asia also presents significant growth opportunities.
What is the share of online sales for Certina?
About 30%, split between our e-commerce and partners. I believe there is even more potential. If we make sure to support our “physical” retailers, our product is perfectly suited for online sales too.
What are the main challenges for Certina?
I believe it is key for Certina, but for the watch industry in general, a key challenge is to make Swiss mechanical watches interesting and attractive to the younger generation. As an affordable brand, we have a unique role to play in making these timepieces interesting and relevant to new audiences.
For more information, please visit www.certina.com.
5 responses
Certina is a feelgood brand with a lot of good will by the enthusiasts. Not sure if paddle tennis, the fastest growing international sport is a real pull though 😀
Love my DS PH200M… Now looking for a midsize auto for wife, but the ranges have all gone Powermatic…. I’d rather a proper mechanical auto…..
Is this just the way you are heading?
… that all sounds grand Marc, but the real questions are:
1. When will the ‘Dark Knight’ versions of the PH200-m and DS-1 get a re-issue?
2. Are there plans to re-create that remarkable 2-row beaded ‘Gay Frères’ bracelet that was on the early DS and PH series divers? I hope so – it was a cracker!
Keep up the good work!
As a vintage fan lover, I like the history of the brand, which is both rich and diverse. I wish the current offer was more streamlined and purposeful to reflect more clearly the ethos of the brand. To me it means dedicated dive watches, great GADA watches, and just a few nice little dressier watches.
As someone who recently purchased the DS Action 38 mm, I have to say I’m very impressed with Certina. I went through about 3 dive watches of similar size/specifications before getting this one, and it’s by far the best value proposition (although the Mido Ocean Star comes a very close second, hampered only by its slightly larger 40,5 mm case).
Whilst I was initially hoping for a 38 mm version with a ceramic bezel, I’ve come to really love the aluminium one, to the point that I prefer the look of it to the ceramic in the 43 mm version pictured in this article. And to get a free-sprung balance wheel, an anti-magnetic balance spring and accuracy consistently around ±2 spd!
Thrilled with the watch and am very curious of the new DS Action diver coming in May/June.