Formex
Formex is an independent, family owned Swiss watch brand founded in 1999 and based in Biel/Bienne. Known for its patented Case Suspension System, it has sold its watches directly to consumers since 2016.
| Founded | 1999 |
|---|---|
| Headquarters | Biel/Bienne, Switzerland |
| Ownership | Independent, family owned |
| Sales model | Direct to consumer since 2016 |
| Website | formexwatch.com |
What is Formex?
Formex is a Swiss watch brand founded in 1999 by two Swiss brothers, both watchmakers with a passion for motorsport. The company is independent and family owned, and all watches are designed, developed and assembled in house in Biel/Bienne.
Products and positioning
The brand's signature technology is its patented Case Suspension System, a cushion like construction that protects the movement and improves comfort on the wrist. Current collections include:
- Reef dive watches, including a GMT version
- Essence, including the Leggera and Ceramica variants
- Stratos UTC
- Field Automatic
- Special editions and accessories such as straps, clasps and bezels
Formex has launched more than forty collections over its history.
Distribution
Since 2016 Formex has sold directly to consumers, stepping away from traditional bricks and mortar retail. It avoids large advertising campaigns and celebrity endorsements, directing that budget into product development, materials and craftsmanship.
Why it matters
Formex is one of the clearer examples of a Swiss made watch brand that has deliberately switched from wholesale to a direct to consumer model, using the margin to compete on specification and value.
Frequently asked questions
Where are Formex watches made?
Formex watches are designed, developed and assembled in house in Biel/Bienne, Switzerland.
Where can you buy Formex watches?
Since 2016 Formex has sold its watches directly to consumers rather than through traditional retail stores.