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Mau Briones

SELLITA is an independent Swiss company founded in 1950 in La Chaux-de-Fonds. They specialized in assembling Swiss made mechanical automatic watch movements, ETA movements to be exact. When ETA, owned now by Swatch Company announced that they would cut or limiting the amount of movements supplied to Swiss watch industry, Sellita went into full-scale production of movements based on designs from ETA. In 2003, Sellita started to develop and produce its own mechanical movements.

The company have numerous and still growing product portfolios that are all created under a strict standard of productivity combined with great creativity. Although you can say thatSellita’s movements are a copycat from ETA designs, they have the same time keeping efficiency and are as good as the original movements of ETA. Sellita now supplies over 350 watch manufacturers, some of Sellita’s customers are all well-known and some small independent companies.

Watch Brand That Uses Sellita Movements:

  • Invicta
  • Oris
  • Davosa
  • Stowa
  • Alpina
  • Tag Huer
  • Claude Bernard

Sellita introduced their SW 200 as a direct replacement for ETA 2824: this movement is one of the best known and most widely used mechanical movement because it is considered to be accurate, robust, and reliable. SW 200 was improved in 2008, becoming SW 200-1. It is more reliable and three gears were changed with new tooth profiles. With the successful introduction of SW 200, the company kept on developing and further calibers have been introduced in the marketplace.

Sellita’s Movements:

  • SW 200 (ETA 2824-2)
  • SW 210-1 (ETA 2801-2)
  • SW 215-1 (ETA 2804-2)
  • SW 220-1 (ETA 2836-2)
  • SW 221-1
  • SW 240-1 (ETA 2834-2)
  • SW 260
  • SW 290-1

The introduction of SW 300, being used by luxury watch manufacturers put Sellita in the market position. Other calibers have been introduced after SW 300:

  • SW 330-1 (ETA 2893-2)
  • SW 360-1 (ETA 2895-2)
  • SW 400-1
  • SW 500 (based on the Valjoux 7750) – Introduced in 2002 and used by TAG Heuer as their Calibre.
  • SW 1000-1

Today, Sellita is considered as one of the most successful leaders in watch industry with a considerable volume of production. The company combines the watchmakers’ craftsmanship with rigid quality standards. This company’s philosophy has enabled and continued Sellita to provide mechanical movements to the mid-range as well as top-of-the-end markets and watch brands.Years from now, expect that ETA movements assembled by the company will be replaced by their very own Sellita calibres.


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