Last Updated on November 23, 2024 by Jason

The West End Watch Company was set up to export Swiss watches to India. It had offices in Switzerland, Bombay and Calcutta. The company still exists, supplying Swiss watches to India, the middle east and China. The West End Watch Co. did not manufacture watches. It bought watches branded with the West End name and its own model names and logos from Swiss watch manufacturers

Beginnings

In 1864, Alcide Constant Droz (1825-1887) and Henry Perret of St. Imier in the Swiss Canton of Berne founded the watchmaking company Droz and Perret. It was listed as a watch assembly and sales company. They were known for producing watches with a pendant winding mechanism, as opposed to key winding. In 1883, Perret left the company and it was renamed Alcide Droz et Fils. With his sons, Louis and Constant, Alcide Droz continued producing small pendant watches, using his own in-house movements. In the same year, the firm registered its brand and logo in Switzerland, using the word “Imperméables” (“waterproof”). This was a major development for the entire industry and was based on a design by Alcide Droz using a sealed case and a screw-down crown.

In 1884 a watch business was started in Bombay by Alcide Droz & Fils and Arnold Charpie. Supposedly, Charpie was the Bombay-based representative of Alcide Droz & Fils. However, all of the information I can find online about Charpie is unsourced. The firm was supposedly a joint venture between Charpie and Alcide Droz & Fils, with the intention of importing Swiss-made watches manufactured at the St Imier factory. On 16 October 1885, they registered a trademark of an eagle carrying a watch in its beak with the name “West End Watch”. The name is believed to have been the invention of Arnold Charpie.  He was apparently inspired by the West End of London and the name was supposed to give the watches a distinctly ‘British Empire feel’.

West End Watch Company

In 1887 Alcide Droz & Fils underwent another change of name, becoming Droz & Cie (Droz and Co.). In the same year, the Bombay firm registered the name “West End Watch Company”. Apparently, around the same time, Arnold Charpie retired from the Bombay firm, and it became wholly owned by Droz & Cie. It appears likely that when Charpie retired in 1887 and Droz & Cie took over completely, they took the opportunity to rebrand the company the West End Watch Company, using the trademark name that they had registered several years earlier.

The West End Watch Company remained a wholly owned subsidiary of Droz & Cie until 1891, when Jacques-Arnold Amstutz became a partner. In 1894, The West End Watch Company was listed as a brand of Droz & Amstutz, St Imier, Switzerland. It seems that at some stage in the early 1890s, the two Droz brothers separated their business interests. Constant Droz joined up with Jacques-Arnold Amstutz in India, forming a company called Droz and Amstutz, and Louis Droz remained at the factory in St Imier with the company Droz & Cie.

Division

In 1904, Droz & Cie, the sole owners of the St. Imier factory, encountered financial difficulties and restructured their business into a joint-stock company called Fabrique d’Horlogerie Berna. The West End Watch Company played a key role in supporting this transition by purchasing a significant number of shares in the newly formed company. Around the same time, Droz & Cie sold their stake in the West End Watch Company to Jacques-Arnold Amstutz and Constant Droz.

Due to their substantial shareholding in Fabrique d’Horlogerie Berna, Constant Droz and Jacques-Arnold Amstutz secured a monopoly on all products the company sent to India for the next ten years. However, by 1907, Fabrique d’Horlogerie Berna faced its own financial troubles and went into liquidation in December of that year. A major contributing factor to this collapse was the lack of orders from the West End Watch Company, which had expressed dissatisfaction with the quality of Berna’s watches. As a result, West End began sourcing watches from other manufacturers, cutting ties with the St. Imier factory.

Waterproof and shock protection features

In the early 1930s, two pivotal developments greatly influenced the future of the West End Watch Company. Taubert & Fils introduced the company to the Taubert Decagonal case, which featured a 10-sided flat screwed case back and cork sealing in the winding stems, supposedly guaranteeing 100% waterproof protection. In 1933, Georges Braunschweig from La Chaux-de-Fonds invented the Incabloc shock protection system, designed to safeguard the balance staff from breakage. This was introduced to West End and it was adopted in its watches from 1938.

These innovations made West End one of the first watchmakers to offer models that were both waterproof and shock-resistant. For their Indian and Far Eastern markets, they branded their watches as Sowar, a Persian word meaning “one who rides,” which was also used to describe cavalry troops in India. The models that featured both waterproof and shockproof capabilities were labelled Sowar Prima, and this version became the company’s most successful model.

Swiss manufacturers

One of West End’s most notable suppliers was Longines, a partnership that significantly boosted the company’s reputation. West End’s Swiss headquarters in St-Imier was located near Longines, and Jacques-Arnold Amstutz had a strong relationship with the manufacturer. Beginning in the early 1910s, Longines supplied watches to West End that were branded with the West End name and logo—an exclusive privilege that no other company in the world received. This collaboration played a crucial role in establishing West End’s standing in the watch market. However, in the 1950s, Longines management reevaluated this arrangement. In 1955, they began supplying watches with Longines branding to West End.

A similar agreement existed between West End and Mido, which supplied Multifort watches for the Indian market. These watches were marked “West End Multifort” on the dial. However, this partnership ended in 1951 when Mido decided to distribute its watches in India independently. Besides Longines and Mido, other notable Swiss manufacturers that collaborated with West End included Cyma/Tavannes, Revue Thommen, and Tissot.

Since the 1960s, the West End Watch Company has upheld its reputation for durability and precision, especially in markets like India and the Middle East. In the 1970s, the company navigated the quartz crisis by incorporating quartz models while maintaining its heritage of mechanical watches. Throughout the following decades, West End balanced tradition with innovation, continuing to supply Swiss-made timepieces known for reliability and affordability. In the 21st century, West End introduced collections that blend vintage aesthetics with modern technology, appealing to both classic watch enthusiasts and contemporary audiences.

West End watch models

Below are some of the key models used by the West End Watch Company up until the 1960s. It includes dates of production, along with specific features and their target markets:

Sowar (1917 – onward) 

The Sowar model is one of the most iconic watches produced by the West End Watch Company. Introduced in 1917, it was named after the “Sowars,” the mounted cavalrymen of the British Indian Army. This model was designed to withstand harsh conditions, targeting soldiers and those in demanding professions. Known for its robust construction, the Sowar quickly gained popularity across British India and other regions where it became synonymous with reliability and toughness. The Sowar watches were often recognised by their simple, legible dials, luminous hands, and rugged build, making them a perfect choice for military personnel.

Matchless (1920s – 1950s) 

The Matchless model was introduced in the 1920s and was produced until the 1950s. It was a robust watch targeted at the general public, particularly professionals and the growing middle class in colonial territories. The Matchless was often worn by railway workers, clerks, and others who required an affordable, durable timepiece that could withstand daily wear and tear. It was marketed as a “matchless” example of affordability and precision. As a result, it was a popular choice in both urban and rural areas of British India.

West End Matchless wristwatch.
West End Matchless wristwatch.

Queen Anne (1920s – 1940s) 

The Queen Anne was West End’s effort to expand into the women’s watch market during the 1920s. This model was designed with elegance and sophistication, targeting middle-class women who wanted a refined yet functional accessory. Typically smaller in size and featuring delicate designs, the Queen Anne watches were often crafted in gold-plated or silver-plated cases, with stylish and feminine dials. Despite being a ladies’ watch, it maintained West End’s standard of durability. This ensured that it was as reliable as it was fashionable. Its popularity continued into the 1940s before it was gradually phased out.

Multifort (1930s – 1960s)

The Multifort was introduced by West End in the 1930s as a technologically advanced and durable wristwatch. This model featured automatic winding, waterproofing, shock-resistance, and anti-magnetic properties. These features made it one of the most sophisticated models produced by the company at the time. It was designed for those who needed a robust watch for professional use, such as engineers, military personnel, and individuals in technical fields. The Multifort models were built by the Swiss manufacturer, Mido. Examples I have seen online used an AS Calibre 1049 (Harwood) automatic bumper movement.

Imperial (Late 1930s – 1960s)

The Imperial line, introduced in the late 1930s, was West End’s attempt to cater to the higher-end market. With more refined styling and the use of premium materials such as gold-plated cases and more complex dial designs, the Imperial watches targeted professionals and wealthier individuals. These watches offered a choice between automatic movements or high-precision manual wind calibres. The Imperial was recognised for its elegant design, making it a popular choice for businessmen and those looking for a stylish yet practical accessory.

Secundus (1930s – 1950s) 

The Secundus model emerged in the early 1930s and was produced into the 1950s. This model targeted budget-conscious consumers, offering an affordable but reliable watch, designed with simplicity and functionality in mind. The Secundus was a classic manual-wind timepiece, featuring a minimalist dial with no-frills functionality, appealing to the working-class market. It was known for its accuracy and durability, making it a popular choice for day-to-day wear among labourers and office workers alike. Secundus is the Latin word for “second.” However, it also had the meaning of “favourable” or “lucky”. I suspect the latter is the most likely meaning behind this brand name.

West End Secundus wristwatch, 1930s.
West End Secundus wristwatch, 1930s.

Watch for All (1930s – 1950s)

Introduced in the early 1930s, the Watch for All was a budget-friendly option that prioritized functionality and durability. As the name suggests, it was aimed at a broad audience, making it accessible to a wide range of consumers, especially those in rural or lower-income urban areas. This model emphasized reliability over luxury, with a basic, easy-to-read dial and a sturdy case. The Watch for All was particularly successful in colonial markets such as India, where it was a dependable companion for people from various walks of life.

Aviator (1940s – 1960s)

The Aviator model, introduced in the 1940s, was designed with pilots and aviation enthusiasts in mind. With a large dial, luminous hands, and clear numerals, it was optimized for easy readability during flight. The rugged construction made it suitable for outdoor and professional use. In addition, the sleek design ensured it also appealed to those who wanted a fashionable, reliable timepiece. The Aviator had a distinct military feel, making it popular among both aviators and civilians who appreciated its utilitarian design.

Sowar Prima (1950s – onward)

By the 1950s, the Sowar Prima had become one of West End’s most successful lines, building upon the reputation of the original Sowar. The Sowar Prima was marketed as a more advanced version, featuring enhanced shock protection and water-resistance. It continued to be popular among military personnel, engineers, and professionals working in harsh environments. Including anti-magnetic shielding and a stainless-steel case, the Sowar Prima was one of the most rugged timepieces of its era. Its design was straightforward, with large, legible numerals and luminous hands, ensuring excellent visibility in various conditions.

West End Sowar Prima, 1950s.
West End Sowar Prima, 1950s.

Sowar Submarine (1950s – 1960s)

By the mid-1950s, West End introduced the Sowar Submarine model, capitalizing on the growing interest in diving watches. This watch offered increased water resistance compared to earlier models, with features like a screw-down crown and a reinforced case. It was not a professional-grade diving watch by modern standards. However, it was considered a solid choice for recreational divers or those working in marine industries. Like the other Sowar models, the Sowar Submarine retained West End’s hallmark of rugged reliability.

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