American Swiss
TFG (The Foschini Group) · South Africa
American Swiss is a South African jewellery and watch retailer founded in Cape Town in 1896 and part of The Foschini Group (TFG) since 1967. It sells diamond and gold jewellery and international watch brands through stores across southern Africa and online.
| Founded | 1896, Cape Town |
|---|---|
| Founder | Isaiah Hirschsohn |
| Parent group | TFG (since 1967) |
| Categories | Jewellery and watches |
| Markets | Seven African countries |
| Website | americanswissonline.co.za |
What is American Swiss?
American Swiss is a jewellery and watch retailer from South Africa. It traces its origins to 1896, when Isaiah Hirschsohn, an immigrant from Estonia, arrived in Cape Town with two suitcases of watches, one American and one Swiss, and began selling door to door. The name of the business comes from those two suitcases.
History
- 1896: Isaiah Hirschsohn begins trading in Cape Town
- 1902: the first American Swiss boutique opens at the foot of Table Mountain
- 1967: the business becomes part of The Foschini Group (TFG)
Products and positioning
The retailer sells jewellery, including earth grown and lab grown diamonds and statement and heirloom pieces, alongside watches from international brands. It presents itself as a leading destination for watches in South Africa.
Distribution
American Swiss operates stores in South Africa, Namibia, Botswana, Eswatini, Lesotho, Ghana and Zambia. Online, it sells through TFG's Bash marketplace.
Why it matters
As one of the oldest names in South African retail, American Swiss shows how a heritage jewellery chain operates within a large multi-brand fashion group and extends across several African markets.
Frequently asked questions
Who owns American Swiss?
American Swiss has been part of The Foschini Group (TFG) since 1967.
Why is it called American Swiss?
Founder Isaiah Hirschsohn arrived in Cape Town in 1896 with two suitcases of watches, one American and one Swiss, which gave the business its name.