Squale
Squale is a Swiss dive watch brand whose trademark was registered in Neuchâtel in 1959 by Charles von Büren. Now owned by the Maggi family and based in Chiasso, it is known for professional diving watches such as the 50 Atmos.
| Trademark registered | 1959, Neuchâtel |
|---|---|
| Founder | Charles von Büren |
| Headquarters | Chiasso, Switzerland |
| Owner | Maggi family |
| Signature model | Squale 50 Atmos |
| Website | squale.ch |
What is Squale?
Squale is a Swiss dive watch specialist. Its name, Italian for shark, reflects a focus on professional diving watches that has defined the brand since its origins.
History
Founder Charles von Büren created C. Von Büren SA in Neuchâtel in 1946 and registered the Squale trademark there in 1959. In the 1960s and 1970s the company supplied watch cases to other brands, including Blancpain, Tag Heuer, Doxa, Sinn and Zeno.
The brand is now owned by the Maggi family, who previously distributed von Büren and Squale watches in Italy. After a relaunch in 2010 managed from Milan, the company moved fully to Chiasso, in Ticino, in 2020.
Products and positioning
- The Squale 50 Atmos dive watch
- Heritage-inspired professional divers
- Models with a cult following, such as the Squale Rambo
Squale is positioned as an accessible premium Swiss tool watch brand, appealing to collectors of vintage-style divers.
Why it matters
Squale is a rare example of a historic component supplier turned consumer brand, and its revival shows the enduring demand for authentic heritage dive watches.
Frequently asked questions
Is Squale a Swiss brand?
Yes. Squale was founded in Neuchâtel, Switzerland, and is now headquartered in Chiasso.
Who owns Squale?
Squale is owned by the Maggi family, its former Italian distributors.