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The come-back

Following the purchase of Glycine in 1984, Brechbühler, who had been a specialist in private label business, switched over to the brand watch business, an entirely new experience for him. Progressively, new products were developed that enabled Glycine to work successfully in countries such as Scandinavia, Italy, Holland, Belgium and Germany.

A quartz collection was created and an international network of agencies sprang to life again. Extremely resistant watches, such as the TJALK and HEAVY DUTY models, were launched and added to the prestige of the brand.

The market accepted with pleasure the GOLDSHIELD line, featuring a standard of goldplating much higher than anything the competitors could present. The sophisticated super-thin AMARANTH watches received an enthusiastic welcome in Italy and the USA.

The new strategies began to pay off in the early 1990s when Brechbühler's daughter Katherina, born in 1962, joined the company and successfully implemented her own brand concept, resulting in mechanical products being increasingly integrated into the company’s collections. This strategy proved effective in positioning Glycine as a specialist, with a long tradition in the field of mechanical watches.

After an initial success in Germany, the first to really accept the mechanical watches on a large scale, the new range of Glycine products spread to other countries.

 

1994: The automatic Goldshield line with a 40 microns goldplated case.

 

40mm diver

1996: 40mm diver watch of the Combat line movement ETA 2824

 

 

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