Endura S.A. is Swiss watch manufacturer founded in 1966 by General Watch Co

General Watch Co

General Watch Co. was the watch companies Holding of ASUAG.-History:ASUAG had been founded in 1931, with the assistance of the Swiss Government and the Swiss Banks, to combat the severe economic crisis and ensuing unemployment by means of refinancing General Watch Co. (GWC) was the watch companies...

mpany (GWC) in Biel/Bienne

Biel/Bienne

Biel/Bienne is a city in the district of the Biel/Bienne administrative district in the canton of Bern in Switzerland.It is located on the language boundary and is throughout bilingual. Biel is the German name for the town, Bienne its French counterpart. The town is often referred to in both...

, Switzerland

Switzerland

Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....

, for the purpose of manufacturing watches under "private label

Private label

Private label products or services are typically those manufactured or provided by one company for offer under another company's brand. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting...

". This company was also part of the merger between ASUAG and SSIH into SMH

Société de Microélectronique et d'Horlogerie

Société de Microélectronique et d'Horlogerie was the original name of the new holding company issued from the merger enforced by the Swiss Banks in 1983 of both the SSIH and ASUAG, now Swatch Group ....

, now the Swatch Group. Now attached to ETA SA Manufacture horlogère Suisse, Endura SA is the Private Label and licensing division of the Swatch Group.