“Measuring time is part of our family and cultural heritage. We grew up here, in the cradle of watchmaking, at the foot of the Swiss Jura, where people and time have faced every technical and aesthetic challenge”. Luc Tissot could have used these exact words to celebrate the return of Milus to its Swiss family watchmaking heritage in 2016, had they not already been spoken by the company founder, Paul William Junod, in 1919. Swiss watchmaking is by tradition deeply connected to its founders. Inventors and visionaries created large family businesses, where creativity and entrepreneurship served to cultivate the image and perpetuation of a brand. This is emblematic of the Milus heritage, which is embodied in the modernist architectural design of its building, created in 1962 by Edouard Lanz (architect of the ‘House of the People of Bienne’) on the grounds of the brand’s historical site.

Watchmaking is not simply about competition and rivalry. There is so much to innovate and be inspired by. Constant innovation and a taste for creating beautiful objects have steadily reinforced Milus’ excellent reputation - values that have not been forgotten. Quality of execution, attention to detail, and an intense search of lines and materials all express a deep desire to be “of its time”. Modern design and fine manufacturing are Milus attributes shared through generations.

Milus watches are at the forefront of invention and reinvention, drawing inspiration from its past success. In honour of its 100th anniversary, Milus proudly unveils timepieces that are as classical as they are bold. The brand places its heart and soul in creating watches that combine technical excellence and precision with timeless design.

The objective: create a sustainable watchmaking model in close relation with its environment, that is both fair and genuine. The company launches a web-based “omnichannel” distribution platform, accessible to both end-customers and watch retailers, and introduces an efficient and attractive alternative partnership strategy.