In 1837, Invicta handcrafted its first watches with the belief that fine Swiss timepieces could be offered at modest prices. Today, powered by that same maverick spirit, the once-tiny company has become a fire-breathing dragon, worshipped by collectors, but feared by the rest of the watchmaking industry.


Latin for "invincible," Invicta was founded in La Chaux-de-fonds, Switzerland by Raphael Picard, who had the radical notion that fine Swiss timepieces could be offered at modest prices, for more than a century, the assiduous little company created manual and automatic-winding pieces of exceptional design and construction. Like many Swiss names of it's day, the brand all but disappeared during the quartz invasion of the early 70s. In 1991, the descendants of the Invicta family re-established the brand holding firm to the company's founding principle. With rebellious zeal, they quickly recognized that Invicta could give a large segment of the watch-buying public that had been long ignored by other companies unprecedented access to the fine Swiss quality they lusted for, at prices well within their reach.