Election Watch Co.: Swiss Precision and Heritage from La Chaux-de-Fonds

Election Watch Co. is a historic Swiss watch brand known for its quality craftsmanship and industrial innovation, active mainly from the mid-19th century through the 1980s. Rooted in La Chaux-de-Fonds, one of Switzerland’s most important watchmaking centers, Election played a significant role in the evolution of Swiss horology.
Key Highlights

Founded: Election traces its origins to the Braunschweig family, watchmakers from Hamburg. The brand was officially launched in 1904 in La Chaux-de-Fonds, Switzerland.

Founder: Lucien Braunschweig, with roots going back to Lazare Lucien Braunschweig, a watchmaker active since 1848 in the region.

Early Innovation: Adoption of the “American system” of mass mechanized production, aiming to scale manufacturing efficiently while maintaining quality.

Factory: Built a large factory near La Chaux-de-Fonds commencing in 1904, expanding throughout the early 20th century to become one of the largest watch manufacturers in the region.

Technical Excellence: Produced high-quality, thin pocket watches with advanced features like integrated crown-setting systems, eliminating levers or pins common in the period.

Bankruptcy and Revival: Declared bankrupt in 1931, the company was re-established as Nouvelle Election, continuing production in the same factory with many original patents and products.

Brand Expansion: Released several watch lines such as Electron, Selection, Grand Prix, and Election, with Grand Prix particularly notable in mid-century international markets.

Innovations in the 1950s: Adopted ultrasonic cleaning and hermetically sealed cases to improve watch durability and water resistance.

Market Presence: Strong presence in Asia and Latin America, often collaborating with Girard-Perregaux for distribution.

Later Models: In the 1960s, emphasized high-jewel movements, such as the Supermatic 41 with a 41-jewel automatic caliber.

Decline: Faced strong competition and market challenges in the 1970s, leading to gradual decline and eventual cessation by the late 1980s.

Legacy: Though no longer active, Election remains respected for its contributions to Swiss watchmaking, especially in production scale, watchmaking innovation, and mid-century design.

Why Election Watch Co. Matters

Pioneer in Industrial Watchmaking: Among early adopters of mechanized mass production in Swiss watchmaking.

Innovative Features: Integrated crown system and sealed cases set quality and durability standards.

Cultural Influence: Represented Swiss quality internationally with successful export markets.

Collectability: Vintage Election watches and Grand Prix models are prized by collectors for their craftsmanship and historical significance.

Legacy Continuation: Key figures associated with Election, such as Georges Braunschweig, also contributed to other watchmaking innovations (e.g., Portescap escapements).

Election Watch Co. embodies an important chapter in Swiss horological history—a blend of artisanal tradition and industrial progress, with a legacy cherished by aficionados of vintage Swiss watches.