Niton: the 100-year-old watchmaker returns with a refined Art Deco watch

A Swiss watchmaker that disappeared almost a century ago has resurfaced with a bang. Niton, founded in Geneva in 1910, is back in the spotlight with a striking Art Deco watch. This unexpected comeback is already attracting the interest of watch enthusiasts the world over.

Niton: a watchmaking resurrection after a century of silence

Niton’s story begins in the early 20th century, in the creative effervescence of Geneva. The factory produced remarkable timepieces, prized for their technical finesse. However, the economic crisis of the 1930s put an end to its activities.

Nearly 100 years laterpassionate entrepreneurs decided to resurrect this forgotten heritage. They found archives, drawings and movements from the period. The brand was reborn with a clear vision: to marry heritage and modernity.

This reborn watchmaking house does not seek to copy the past. Instead, it reinterprets the aesthetic codes of the 1920s. What’s more, it relies on authentic craftsmanship rooted in Geneva tradition.

“We wanted to honor Niton’s soul while creating something resolutely contemporary.”

Art Deco heritage at the heart of the project

The Art Deco style is the inspiration for this new collection. Pure geometric lines and harmonious proportions. As a result, each watch displays a timeless elegance, far removed from fleeting fashions.

The dials feature stylized indexes and tapered hands. These details recall the golden age of Geneva watchmaking. On the other hand, the finishes benefit from today’s most advanced techniques.

• Niton was originally founded in 1910 in Geneva
• Disappearance of the brand in the 1930s
• Official rebirth in 2024
• Inaugural collection named Prima
• Production limited to 19 units per version

La Prima: a watch that embodies renewal

The Prima collection spearheads this comeback. It is available in several versions, each limited to very few pieces. From now on, collectors can acquire a piece of watchmaking history reinvented.

The Niton Prima in rose gold is priced at 49,000 euros. This timepiece captivates with its warm case and subtle reflections. It is the perfect embodiment of the discreet elegance so dear to this renaissance watchmaking house.

The platinum version, priced at 52,300 euros, offers a cooler, more sophisticated look. This noble metal gives the watch a singular presence on the wrist. Its natural rarity also reinforces the exclusive character of this edition.

For purists, Niton offers even more confidential versions. The Prima in platinum, limited to 19 pieces, is priced at CHF 47,750. This ultra-restricted series is aimed at true connoisseurs of fine watchmaking.

Limited editions for discerning collectors

Each Prima watch is individually numbered. This approach guarantees purchasers a unique timepiece. As a result, the heritage value of these timepieces can only increase over time.

The Prima in pink gold, limited to 19 pieces, is available at CHF 44,750. It combines relative accessibility with absolute exclusivity. Few brands can offer such a balance in the luxury watch segment.

This strategy of deliberate scarcity sets Niton apart from the major industrial manufacturers. The watchmaker favors quality over quantity. As a result, it cultivates a privileged relationship with its demanding clientele.

Bold positioning in today’s watchmaking landscape

The Haute Horlogerie market has been booming for several years now. Independent brands are finding a growing place among discerning enthusiasts. Niton is an intelligent part of this dynamic.

By capitalizing on its century-old history, the watchmaking house sets itself apart from recent creations without roots. It has a tangible heritage, original designs and an established name. This historical legitimacy is a considerable asset.

The prices charged position Niton in the affordable luxury segment. They fall short of the traditional Geneva houses. And yet, the quality of manufacture and finish rivals that of much more expensive pieces.

The choice of the Art Deco style is particularly judicious. This aesthetic movement is enjoying a marked revival among young collectors. In this way, the watchmaking house is attracting a clientele in search of originality and meaning.

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