After leading Glashütte Original, what have you discovered about Certina during your first year as CEO?
I’ve come to realize that Certina is something of a hidden treasure. The brand has an exceptional heritage and remarkably solid foundations, but we have yet to fully capitalize on them. It enjoys strong recognition in Switzerland and remains deeply established across Europe, particularly in markets such as Sweden, Poland, and Germany, where growth is especially impressive at the moment. Our task is to reach new audiences through the right investments while building on what makes Certina unique: its sporting heritage, its spirit of adventure and exploration, and technical strengths such as the DS Concept (Double Security).
What has been your biggest surprise since joining the company?
The quality of the products and the richness of the heritage. I’ve known Certina for around 30 years, ever since my early days in retail. Around 1990, when I was working as a watchmaker, it was already an important brand in the store where I worked. But what truly surprised me was handling a Certina for the first time in my new position. The quality, the design, the philosophy behind the product—they all exceeded my expectations. Shortly after moving to Switzerland, I also spent several weekends exploring our archives, which have been meticulously preserved and securely stored. I was genuinely impressed by historical pieces such as our two vintage chronographs, particularly the PH 1000. These are extraordinary watches that perhaps haven’t received the recognition they deserve. Going forward, those archives will be displayed in our headquarters and will become an important part of our storytelling.
Which markets are currently the strongest for Certina?
Within Europe, Switzerland, Poland, Sweden, and Germany all rank among our strongest markets, without putting one ahead of another. Preserving our Swiss identity is equally important because Certina has embodied Swiss watchmaking since 1888. Remaining firmly rooted in that heritage matters just as much as commercial success. Today, the brand is present in the United States, throughout Europe, and in the Middle East, although we have yet to establish a meaningful presence in Asia.
How do you view Generation Z, which is expected to become an increasingly important customer segment?
For four decades, people have been predicting that the next generation would stop wearing watches. I heard it when I was studying watchmaking, long before smartphones or smartwatches even existed. I’ve never believed that prediction, and I still don’t. Younger generations will embrace watches too. The key is creativity and accessible pricing. In some markets, prices have climbed to levels that can discourage younger buyers. Yet the success of the Royal Pop, which attracted long lines of young customers despite its positioning, clearly demonstrates that the right colors, materials, and sizes can resonate with this audience. I’m very optimistic, even if they haven’t fully embraced traditional watches just yet. Today, our core customer base falls between the ages of 25 and 40. At the same time, our e-commerce business is expanding rapidly: only three months after its launch, the DS Action had already become our top-selling model online.
Who is your most important retail partner in Switzerland?
Without question, Christ. With 57 stores, it is an outstanding partner, and I’ve been particularly impressed by the quality of its retail network and the ongoing transformation of its stores under Patrick Steiger’s leadership. In our price segment—below CHF 1,500—we depend on strong customer traffic, so we need to be present where consumers naturally feel comfortable walking in. More broadly, the Swiss market is divided into three channels: e-commerce, which is expanding rapidly; tourist retail, driven by international visitors; and traditional retail, which includes both major traffic-generating chains and independent retailers, many of them family-owned businesses that have represented Certina for generations.
This summer, you’re launching the DS Super PH2000M. What makes it such an important watch for the brand?
It combines several of Certina’s defining strengths. Inspired by our heritage and the PH collection, it is crafted in titanium, a material that offers exceptional comfort and lightness while also being hypoallergenic. For a performance-oriented watch, titanium is simply the right choice. This is also the first Certina capable of diving to 2,000 meters, doubling the depth rating of its predecessor. It features a ceramic bezel, a protected dive timing ring that can only be rotated after pressing a safety pusher, and our new DS Concept Extreme Shock Resistance integrated into the movement. We also intend to explain this technical innovation much more effectively through clear, engaging communication supported by our turtle mascot. At CHF 1,235, the DS Super PH2000M naturally follows the DS Action, which sits around CHF 1,000. It comes equipped with a titanium bracelet as standard, along with an additional fabric or rubber strap that owners can change themselves without tools. It represents another step toward an even more functional tool watch, a direction that has always been part of Certina’s history and is reflected in many of our past models.
What can we expect from Certina before the end of the year?
Diving, diving, and more diving! Beyond that, we’ll introduce several smaller case sizes—three or four new references—as well as two or three women’s models. Our DS-2 Lady Quartz, for example, became the best-selling women’s watch in Switzerland as early as April. Alongside our sports collections, we also want to continue developing more classic watches suitable for dress occasions. From a strategic standpoint, however, 2026 remains a year of internal consolidation. We’re streamlining the collection, refining our distribution network, and reviewing our agreements. One year passes incredibly quickly—it’s gone by like a red-eye flight. During that first year, the priority is to observe, listen, and understand before making major decisions. I’m much more relaxed about what lies ahead in 2027 and 2028, when those foundations will be firmly in place.
