Celebrating 75 Years
In the world of Swiss watchmaking, there are two types of timepieces. There are those you wear to check the time, and there are those you wear to catch the light.
If you have ever worn a Jowissa, you know the difference. When the sun hits the wrist, the crystal doesn't just protect the dial - it glimmers like a diamond. This interplay of light and time isn't an accident; it is a design philosophy honed over nearly 75 years of independent history.
As we approach our Diamond Jubilee in 2026, we look back at the journey from a small home workshop in Bettlach to a global brand that defied the industry giants by staying true to two things: our family roots and our promise of affordable luxury.
1951: Roots in the Swiss Heartland
The story begins in 1951, a time when the Swiss watch industry was bustling with post-war optimism. In the quiet municipality of Bettlach, located in the canton of Solothurn - the true heartland of Swiss precision manufacturing - a watchmaker named Josef Wyss had a vision.
Josef didn't just want to assemble movements; he wanted to create watches that felt personal. Working initially from his own home, he founded the company that bore his name: JOsef WYSS AG (Jowissa).
While the giants of Geneva and Zürich focused on marketing exclusivity to the ultra-wealthy, Josef stayed grounded in Bettlach. He believed that Swiss precision shouldn't be reserved for the few. This conviction laid the foundation for what Jowissa represents today: Affordable Luxury. It is the belief that a "Swiss Made" watch should be accessible to anyone who appreciates craftsmanship, without compromising on quality.
The "Cut Glass" Revolution
Every brand has a "Eureka" moment. For Jowissa, it arrived in the 1960s.
While the industry was obsessed with making watches thinner, Jowissa decided to make them brighter. We introduced pendant watches featuring sophisticated cut glass - a technique traditionally reserved for gemstones.
By cutting the watch glass with faceted edges, similar to how a jeweler cuts a diamond, Jowissa transformed the watch from a mere tool into a piece of jewelry. This "faceted look" became our signature. It is why, decades later, a Jowissa watch is instantly recognizable from across the room.
Three Generations of Independence
In an era where most historic Swiss brands have been absorbed by massive luxury conglomerates, Jowissa remains a rarity: an independent, family-run business.
- 1st Generation: Josef Wyss laid the foundation.
- 2nd Generation: His sons—Erich, Manfred, and Leander - expanded the factory and embraced new technologies like ceramic cases and sapphire crystals.
- 3rd Generation: Today, Simon Wyss leads the brand, keeping the family spirit alive in the digital age.
Staying independent allows us to control our own destiny. We don't answer to shareholders demanding higher margins; we answer to our customers. This independence is the secret behind our pricing. By keeping our production lean and our roots firm in the Swiss heartland, we can offer genuine Swiss craftsmanship at a price point that remains honest and fair.
2026 - A Milestone Year
Now, in our 75th anniversary year, the spirit of 1951 remains very much alive in Bettlach. We are still hand-assembling watches. We are still obsessing over the perfect cut of the glass. And we are still proud to represent the "Accessible" side of Swiss Luxury.
Whether you are discovering Jowissa for the first time or have worn our Facet collection for years, you are wearing a piece of history. Here is to the next 75 years of catching the light.
