Sicura
Granges, Switzerland · Est. 1950
Founded by Hans Ruefl
Sicura was a Swiss watch brand that produced colourful, sporty watches in the 1960s and 1970s. It gained an unexpected place in horological history when Ernest Schneider bought the company and used it as the basis for reviving the Breitling brand.
- Founded
- 1950
- Headquarters
- Granges, Switzerland
- Group
- Other
- Price Segment
- Entry
- Status
- Defunct
Ceased: 1979
Sicura was purchased by Ernest Schneider in 1979, who used the company as the vehicle to acquire the Breitling brand name — Sicura's own identity was immediately retired.
Sicura died so Breitling could be reborn — the cocoon that hatched one of aviation's most famous names.
Key Collections
- Submarine — A robust dive watch series featuring bold, colourful dials and rotating bezels, popular among sport watch enthusiasts during the 1970s.
- Rally — Chronograph models designed with motor racing in mind, featuring tachymeter scales and contrasting subdials.
- Globetrotter — World-time watches with rotating city bezels, aimed at the growing jet-set market of the era.
Timeline
- 1950 — Sicura founded in Granges, Switzerland, initially producing affordable mechanical watches.
- 1960 — Brand gains popularity with colourful sport watch designs targeting younger consumers.
- 1970 — Sicura expands export markets, particularly to the United Kingdom and Commonwealth nations.
- 1976 — Peak production period with diverse range including dive watches, chronographs and dress models.
- 1979 — Ernest Schneider purchases Sicura and uses the company structure to acquire the dormant Breitling brand name, immediately retiring the Sicura identity.
Frequently Asked Questions about Sicura
- When did Sicura stop making watches?
- Sicura ceased production in 1979 when Ernest Schneider acquired the company and retired the brand name, using the corporate entity to revive Breitling instead.
- Are Sicura watches still valuable?
- Sicura watches have modest collector value, typically fetching £50–300 depending on model and condition. The Submarine and chronograph variants command slightly higher prices due to their distinctive styling.
- Can I still buy a Sicura watch today?
- Sicura watches are only available on the vintage market through dealers, auction houses and online platforms. No new production has occurred since 1979.
- What is the connection between Sicura and Breitling?
- Ernest Schneider purchased Sicura in 1979 specifically to use its corporate structure as a vehicle for acquiring the Breitling brand name from Willy Breitling, making Sicura an unlikely footnote in Breitling's revival.
- Where were Sicura watches made?
- Sicura watches were manufactured in Granges (Grenchen), Switzerland, in the canton of Solothurn, a traditional centre of Swiss watchmaking.