The von Burg Family Heritage
A legendary figure among Swiss watchmakers, George Josef von Burg (1914 -1986) pioneered many new standards, which were later adopted by other companies. von Burg focused on four key principles: Quality, Precision, Durability and Affordability. These principles remain the hallmark of our company and they guide the decisions that we make. Under the tutelage of his watchmaker father, George Josef von Burg learned the meticulous craft of watchmaking at an early age. In his 20’s, he demonstrated a singular ability to produce and sell his own private label collection of mechanical watches. von Burg began selling his watches throughout Europe under the registered brand name GEO Automatic. During the 1950’s, he moved to America with his family to set up a production facility designed to produce watch-related components for the US market. Shortly thereafter, he acquired a Swiss company to produce watches for other Swiss watch brands. In 1961, George Josef von Burg founded CLARO Watch SA to handle production of mechanical pin lever movements and watches. Mechanical Movement Calibres
CLARO Watch SA purchased movements parts from Baumgartner Freres Grenchen (BFG) and assembled them into finished movements, which were then marketed and sold to various markets. Concurrently, the company also purchased watch movement parts from Ebosa SA, Grenchen, Ebauches Bettlach SA, Bettlach, Ronda SA, and Lausen. At its peak, CLARO Watch SA assembled and sold over half a million units every month. The best-selling and most widely-produced movement calibre was the 866. In 1967, CLARO Watch SA, in tandem with the von Burg family, initiated its overseas expansion with a sales office in Hong Kong. In 1969, they set up a watch movement assembly factory with BFG, Basis Watch and the Ritz Company in Hong Kong. By the end of 1969, they opened yet another factory in Seoul, South Korea, assembling EB (Ebauches Bettlach) and Ebosa SA Mechanical Movement Calibres. At the time, both the Hong Kong and South Korean operations were among the largest producers in the market, with the von Burg family managing all sales activities. In 1975, the von Burgs set up one of first movement assembly factories in the People’s Republic of China. That same year, Mr. William Mosset of Ronda SA set up SEPRO Limited in Aberdeen, Hong Kong to produce Ronda Mechanical Movement Calibres. All movements produced were then marketed and sold by the von Burg family throughout the Asian markets. In 1978, Frabrique d’Ebauches de Sanceboz SA entered into a joint venture with the von Burg family to produce mechanical calibres ES 95 Lever Movements and the ES 55 Pin Lever family - first in Switzerland and then later in Hong Kong. They subsequently developed a quartz analogue line of calibres, starting with the 1198, which eventually became the famous ISA 1198 and other ISA Movement Quartz Analogue Family. In 1981, Mr. Erwin Bernheim of Mondain SA founded Swissebauches Limited in Hong Kong to assemble Gent’s Automatic Mechanical Lever Movements under the calibre no. 589. In 1991, CLARO Watch SA formed a strategic alliance with Indtec SA to assemble quartz analogue movements in both Switzerland and in Hong Kong. They co-developed new lines of quartz analogue movements. In Hong Kong, Swissebauches Limited was re-activated to handle all Far East production and assembly. Swissebauches Limited later handled all e-block, coil, coil winding, magnets, and manufacturing of related parts. In 2004, CLARO Watch SA began manufacturing the CL-888 Mechanical Automatic Movement using a combination of metal parts produced in both China and Switzerland. Today our companies have spread throughout the world and are still led and managed by the son and grandson of George Josef von Burg, both of whom bear his name. The von Burg family has maintained our core principles in every activity undertaken by our group of companies. Every decision and every detail is governed by our core principles as well as the Swiss tradition of expert workmanship and quality. Our operations today are based in Biel-Bienne, Switzerland and Hong Kong. We have an affiliated factory in Bellinzona, Southern Switzerland. Our core activities include: Watches, Specialty Watch Components and Watch Movements (Quartz & Mechanical), Design, Consultation and Manufacturing.
