Automatic Watches
Why Many Watch Brands Choose Sellita as Their Movement Supplier
By Argos Watches
Not too long ago, if you bought a Swiss watch, you could almost bet that the movement inside was made by a company called ETA. But things have changed, and now another name, Sellita, is becoming just as well-known. In fact, in just over 20 years, Sellita went from making parts to selling a massive 800,000 of their most popular movement in just this year alone! You might think they found some secret trick, but the real reason is that they saw a big opportunity and took it. If you're wondering why you're hearing about Sellita everywhere and why their movements are in so many watches, here's what you need to know.
A Quiet History Until Opportunity Knocked
Before 2003, Sellita's story was pretty low-key. They started in 1950, a time when the Swiss watch industry was doing well after World War II but before electronic and battery-powered watches became popular. Sellita was mostly a manufacturer, making basic movement parts for different brands, many of which don't even exist anymore after the rise of quartz watches. When ETA became a leading force, Sellita actually helped them put together their movements, especially the really common ETA 2824-2. Millions of these movements must have passed through Sellita's doors. Then, in 2002, everything changed.
The company that owns ETA, called Swatch Group, announced that they were going to stop selling movements to watch brands that weren't part of their own group. This caused a lot of panic and even investigations, as watchmakers realized they might go out of business if they couldn't get reliable movements. Even now, it's estimated that around 80% of Swiss watches use ETA movements, so you can imagine how worried people were back then. While many companies tried to figure out what to do, Sellita saw a chance to step in.
The Perfect Timing: Cloning a Classic
The patent for the ETA 2824-2 movement was granted way back in 1984, which meant it expired in 2002. This likely played a part in Swatch Group's decision to focus on making more expensive movements and stop supplying the 2824-2 to other companies, knowing that other companies would probably start making similar movements. Sellita had more experience with the 2824-2 than almost anyone else, and they were able to make a copy of it perfectly in a pretty short time.
Some other companies took longer because they wanted to make improvements, but Sellita's version, called the SW200-1, was almost an exact copy with just one extra tiny part to help with the automatic winding. It came out in 2003, and as the law said ETA had to slowly reduce their movement supply instead of stopping it all at once, Sellita's sales went up as ETA's sales went down.
Sellita Today: A Favorite Choice
Now, over 20 years after the first Sellita SW200 was sold, the updated SW200-1 that came out in 2008 has become one of the most popular movements in the watch world. It's easy to see why, because the 2824-2 was already loved for being reliable and working well, and the SW200-1 does the exact same thing. Brands that used the ETA movement could switch to Sellita without having to change their watch cases or the look of their dials. Plus, new watch companies looking for Swiss movements can't buy ETAs anymore, so they often turn to Sellita.
The company now makes around 1.5 million mechanical movements each year, with 800,000 of those being the SW200-1. Their other movements are also copies based on ETA patents that have expired, making Sellita the perfect replacement for ETA's role as the go-to movement for affordable Swiss mechanical watches. While there are other companies making movements, it looks like Sellita will soon have the same big impact.
More Than Just One Movement
While the SW200-1 is their most famous, Sellita also makes other movements. For example, the SW300-1 is very similar to another popular ETA movement, the 2892-A2. This one is a bit thinner, making it great for slimmer watches like dress watches. Just like the SW200-1, it's an automatic movement that keeps time smoothly and has options for a date display or no date. Sellita even improved the power reserve of this movement, so it can now run for about 56 hours when fully wound. You can find this movement in watches from brands like TAG Heuer, IWC, and Hublot.
Sellita also offers different levels of quality and decoration for their movements, similar to how ETA used to do things. This means brands can choose the level of accuracy and how fancy the movement looks, depending on the type of watch they're making.
Conclusion
So, why do so many watch brands choose Sellita as their movement supplier? The main reasons are that Sellita offers reliable movements that are very similar to the well-loved ETA movements, they became easily available when ETA started limiting their supply, and they offer a range of movements to fit different types of watches. This makes Sellita a key player in the world of affordable Swiss mechanical watches.
Unlock the World of Watch Movements
Watch movements are the heart of every timepiece, and brands like Sellita have made a name for themselves by offering Swiss-made reliability at an accessible price. But they’re not alone—other manufacturers like Seagull are also highly regarded for producing their own in-house mechanical movements, delivering impressive craftsmanship and value.
Understanding different movement suppliers can deepen your appreciation for watchmaking and help you make a more informed choice when selecting your next timepiece. Whether you’re interested in Swiss precision or heritage mechanical engineering, there’s a world of possibilities to explore.
Understanding different movement suppliers can deepen your appreciation for watchmaking and help you make a more informed choice when selecting your next timepiece. Whether you’re interested in Swiss precision or heritage mechanical engineering, there’s a world of possibilities to explore.
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