Luxury Swiss Timepieces
Tramelan, Switzerland, where it all began in the year 1875, is proudly known as the home of Armand Nicolet.
His watches, masterpieces of pure beauty, quality and precision are still to be found in the Nicolet SA's museum and continue to arouse interest among international collectors.
Back in the days (between the 30’s and the 70’s) Armand Nicolet had one of the most specialised ateliers in the T1 process.
1940-1978 - The Rise
During the first half of the 20th century, Tramelan became the third pole of the Swiss watch-making industry.
During this period of time Nicolet SA operated in the finishing of complicated mechancial movements for the other famous Swiss brands
and specilased in the production of Venus movements whose components were assembled in different sophisticated calibers.
Unlike other luxury brands, Armand Nicolet has built its reputation without ever doing any mass advertising campaigns. Instead, they advertise more selectively to their target audience.
Armand Nicolet is perceived by consumers as a historical brand of which they appreciate the technical ability, creativity and vitality. They are collectors and connoisseurs of watches and think of AN as a prestigious brand in the constant development.
Armand Nicolet buyers tend to compare it with other luxury brands that are more expensive than AN.
At the end of the 70’s, when the "quartz crisis" hit the Swiss Watch Industry, unlike other brands which either closed their factories or underwent a conversion process, the Armand Nicolet factory, managed by Willy Nicolet (son of Armand), succeeded to preserve their extraordinary knowledge keeping the atelier open throughout those difficult years.
The careful handmade finishing and the limited production make each Armand Nicolet timepiece destined to constantly increase their value in time.
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