Richard (brand)
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Richard SA was a Swiss watch and jewellry distribution company based in Morges in the Canton of Vaud. The brand became particularly well-known for distributing high-quality wristwatches, including automatic models featuring movements such as the Valjoux 23 and Valjoux 72.
History
[edit]The company was entered into the commercial register on 27 September 1941 under the name Richard SA. Its stated purpose was "Horlogerie, bijouterie et orfèvrerie" (watchmaking, jewelry and goldsmithing), and it was listed as operating in sectors such as jewelry manufacturing and wholesale, as well as watch and jewelry repair.[1]
The official incorporation of the joint-stock company took place on 25 October 1943, founded by Robert Richard.[2] Subsequently, Richard SA developed into a significant distribution company, initially establishing a substantial mail-order business and later opening fourteen retail locations across Switzerland – including in Morges, Lausanne, Vevey, Geneva, Fribourg, Bern, Zurich, Lucerne, Basel, Baden, Lugano, Oerlikon, St. Gallen, and Winterthur.[1]
In addition to watches, the company also offered fountain pens, luxury pipes, and household goods. From 1955 onwards, it expanded into the sale of jewelry made of 18-karat gold. By 1978, this sector accounted for around 60% of the company’s annual turnover, which ranged from 10 to 15 million Swiss francs.[2]
Richard SA found success with its bumper automatic wristwatches, which were also sold internationally via mail order. The company did not manufacture its own watches but outsourced production to specialized Swiss makers (such as A. Schild S.A., Bielna SA, Incabloc SA). After-sales service was provided in workshops in Morges.
During the 1950s and 1960s, chronograph models using Valjoux movements such as the Valjoux 22, 23, 72, or 88 were introduced.[3]
Acquisition by Longines
[edit]In 1973, a close collaboration began with Compagnie des Montres Longines, Francillon S.A., commonly known as Longines. The partnership aimed to strengthen Longines’ presence in the Swiss market, while Richard was able to offer products from an internationally renowned brand.[2]
On 10 August 1978, Richard SA was fully acquired by Longines. The transaction was backdated to take effect as of 1 July 1978.[2]
Products
[edit]Typical features of watches distributed by Richard SA included the Richard Automatic 17 Jewels wristwatches (with calibers AS 1298, AS 1302, AS 1361, AS 1700), Richard Automatic 21 Jewels (AS 1525/1526), and chronographs with Valjoux movements. Due to their high quality and relatively low production numbers, Richard watches are now appreciated by collectors.[4]
Literature
[edit]- Calabrese, Vincent: ''Le temps d'une vie: le roman de l'un des créateurs horlogers les plus innovants de Suisse''. Geneva: Slatkine, 2016. ISBN 978-2832107805
References
[edit]- ^ a b https://www.swiss-pen.ch/bezug-zu-ch-marken/richard-morges/, accessed 30 May 2025.
- ^ a b c d https://forumamontres.forumactif.com/t53745-montre-richard, accessed 30 May 2025.
- ^ Valjoux 72: A Chronograph in a Million, https://revolutionwatch.com/valjoux-72-a-chronograph-in-a-million/ – Revolutionwatch.com, accessed 30 May 2025.
- ^ Rare vintage Richard men’s watch, https://www.youtube.com/watch?v=Pfq0IZGtczs&t=1s, accessed 30 May 2025.