Alpina is a historic watch brand founded in 1883. The manufacturer, with its red triangular logo, was hit hard by the rise of quartz watches. It was not until the early 2000s that the brand was relaunched with the introduction of a new collection at Baselworld 2003. Now based in Geneva, the brand—which belongs to the Citizen Group—has made its sporty character the driving force behind its identity and marketing.
“Alpina has established itself today as a historic brand whose identity is deeply rooted in what it calls the ‘Alpine philosophy’,” explains Oliver van Lanschot Hubrecht, brand director at the Alpina manufacture. “A philosophy of resilience.” True to its origins, the brand continues to design watches that can withstand the elements—land, air and sea—whilst evolving its ranges to reach new customer segments. “It all comes down to striking the right balance between respecting a historic heritage and adapting to the expectations of the new generation.”
Rejuvenated and inclusive
The brand’s main markets are Western Europe and the United States. These two traditional markets are now joined by India, “a rapidly growing market”. Whilst the current core target audience is men aged 30 to 50, Alpina is moving towards unisex products and actively targeting Generation Z (aged 20–30). To become the “first Swiss-made sports watch for a young buyer”, the manufacturer is focusing on dynamic, fun and comfortable products. This evolution is also reflected in the brand image through the adoption of codes linked to gaming and retrogaming. “The ideal watch for this generation must combine fun and comfort whilst inspiring dreams through experiences linked to the outdoors or the world of video games.”
Although the customer base has traditionally been male, the ranges are increasingly moving towards unisex products.
The revamped range is also designed to be more inclusive. “Although the customer base has traditionally been male, the collections are increasingly moving towards unisex products, suitable for both women’s and men’s wrists. Particular emphasis is being placed on digital development to pace the launches and reach a wider audience,” the director continues.
In recent years, the brand has often been associated with smartwatches. Having explored this segment, Alpina has made a strategic shift and decided to withdraw from the world of pure smartwatches. “That wasn’t our core business.” It is now focusing on traditional watchmaking, whilst incorporating modern and sustainable technologies such as solar power into its cases.
As for pricing, “the idea is to offer a high-quality, dynamic and affordable product, with an average price of between €1,000 and €3,000.”
Air, sea and rum
This year, for the Watches and Wonders fair, the manufacturer has focused on the Startimer collection—a line of pilot’s watches launched in 2015. “The revamp of the collection is particularly ambitious: new case shapes and finishes, a new 40mm diameter, a new La Joux-Perret movement, new dials for four brand-new three-hand models with date, new straps… The collection has been completely revamped.” And Alpina has no intention of stopping there: “Further product announcements and partnerships will keep the line in the spotlight over the coming months.”
The Alpina Startimer Pilot Automatic. (Photo: Alpina)
Alpina will also be strengthening its presence in the sailing world, particularly during the upcoming Route du Rhum, which is scheduled to start on 1 November 2026. The watchmaker will be the official timekeeper.
