Sport is the Answer

When I started here at Certina sixteen months ago it was clear, that we have to go in a new direction: the sport premium segment.,” Although Certina’s heritage has always been one of our greatest assets, there was a time when the brand’s positioning did not fully reflect its historical value and credentials. Today, we are refocusing on what makes Certina unique: our rich heritage, our pioneering spirit, and our three core sporting pillars: diving, padel tennis and cross-country. This evolution is also reflected in our current positioning, with a price segment primarily ranging from CHF 500 to CHF 1,500. said Dieter Pachner.

Let’s start with your diving watches. Which are the strongest models right now? 

We also offer the DS Action collection, which includes a dedicated Diver sub-family. Every model in this range is ISO-certified, ensuring it meets rigorous standards for diving watches. These watches can withstand shocks of up to 10,000 G, and it can take the pressure of diving to 2,000 meters. That is Certina; it's a very robust tool watch. Particularly in the diving segment, we want to be the number one.  At Certina, we strive to offer the highest level of quality, outstanding value for money, and the very best experience for our customers.

2,000-meter water proof at 1,500 CHF. Normally when you come to such extreme watches with the helium valve and so on, we're talking about at least the double price.

I have no hesitation in comparing Certina watches to timepieces that retail for five, six, or even seven thousand Swiss francs. Certina stands for exceptional quality, honest value, and a commitment to offering consumers more than they expect for the price they pay. We never want our customers to feel they have compromised. On the contrary, when someone wears a Certina, they should feel proud of their choice, confident in the quality on their wrist, and convinced they have made a smart investment.”

But you pay a third, thanks to the Swatch Group

Yeah, that's true, otherwise it would not work. We have been positioned for the international market as the sport premium segment mark brand from the Swatch Group., By leveraging the expertise and manufacturing capabilities of the different Swatch Group production companies, we are able to offer watches with exceptional quality at unbeatable prices.

It is giving us different opportunities with the movements, with additional assets in the movement, with special coating in the screws, Incabloc, et cetera. 

And you're using the Powermatic 80 movement. Again, the strength of the group?

The strength of the group; absolutely. I think we have not to discuss which group has the highest resources in the production movement mechanics. I want to underline the cool support from ETA. With the support of ETA, we always try to improve the robustness of the movement. Even if the movements are already very, very strong. We're always pushing the limits.

Not only 2000 meters, also 10,000 G – it also has a deeper meaning.

We are proud to support the Sea Turtle Conservancy (STC) financially, contributing to the infrastructure and resources they need to protect sea turtles. Their important conservation work is made possible thanks to the collective support of many partners and donors, of which we are one»

What about the other two sport pillars?

One is cross-country. I was recently in Sweden for a launch that we had with cross-country skier Ebba Andersson, our ambassador. With this watch we made 222 pieces because she won the Olympic medal on February 22nd. The watch’s color scheme also reflects this achievement, with gold and silver tones symbolizing the medals won, complemented by touches of blue inspired by the Swedish flag.

I heard it is already sold out?

Yes, Sweden is a very strong market for us. And surely with Ebba, she's really a hero in Sweden at the moment. 

And what about padel?

Padel tennis, is one of the most famous sports that you can find globally now. And this is reflected in the black DS Action Diver collection. As padel is a sport that is particularly close to our hearts, Certina also being the first watch company in this sport Certina is committed to incorporating it into its campaigns and watch collections, creating timepieces that reflect and support the spirit, energy, and values of the sport

I see that you picked up some design details from the padel racket.

Well yes, but this collection released a couple of months ago is really more about the colors. It's a diver with a ceramic bezel, and the watches are inspired of the colors of padel, which gets this combination of orange, green, or blue details along with the black case and dial. 

And the price for the padel collection?

CHF 865 for the automatic. The quartz version is CHF 595.

In the future, will you also take more inspiration from Certina’s beautiful, cool watches from the 70s?

Certina has such a rich historical timeline, there are such interesting references from the 60s, and the 70s. It is really so rich; I was really very surprised when I went through our old catalogues. And yes, there are some vintage watches that could really be an inspiration for us today. Right now, we focus on our sports pillars, and for the next step we will also work on the vintage and lady collections. This will happen in 2028, the year that we will celebrate 140 years of Certina. This is important, since we have a very strong percentage of ladies.

How strong?

Around about 30, 35%.

Let’s get back to the diving watches. What makes Certina different from the competition? 

We are much more in the robustness, in the sport diving, in the technique, in the tool watch field. Which is why we are the first choice for so many divers. At the moment we see a strong trend of sport watches, especially diving watches. And if you're looking at diving watches in general, you see designs that are quite close to each other. But for us it is important to make unique products. And with the PH2000 I think we're showing really a very unique shape.

I agree. You also have a unique construction. 

Yes, it is engineered layer by layer. It has a domed sapphire crystal. It is scratch resistant and built to withstand. Beneath the surface, an ultra-thin plate fuses the dial and movement. And a reinforced caseback forms the final line of defense. In general, to withstand a shock of 10,000 G from every direction, you must make the different materials a little bit thicker.

To my understanding also the PH2000 is also sold out?

The STC is sold out, we have double on the order income. This was a limited edition of 1,959 watches. But there are other models available in a couple of months and we will release two more colors in 2027. It is a different story than my previous position at Glashütte Original, where I spent 23 years. Now I have to make more turnover with less references. And learn to order enough pieces, with some references we were not optimistic enough!