Titoni Heritage

“No one is a prophet in his own land.”

It seems strange to begin my review with such a saying! And yet, it is in my opinion what best sums up the watch but especially the brand I will present to you.

It is an automatic watch of the brand Titoni, one of the last large independent watch company in Switzerland that has been thriving for more than 100 years.

Titoni produces more than 100,000 watches a year in Switzerland and yet this brand is very little known and sold in Switzerland and Europe.

However, this does not prevent Titoni from being ranked among the 40 best-selling Swiss brands in the world ahead of some well-known brands, such as Zenith, Oris or Bell & Ross for example.

The Brand

As I told you in the introduction, Titoni is a Swiss brand that was created in 1919 by Mr.Fritz Schluep in the Swiss Jura.

It was first under the name of Felco that this brand was born and then became Felca. In the 1950s, Felca was offered the opportunity to work in China, a very hermetic country at the time, and to meet this new customers, the subsidiary Titoni was born.

This name was chosen to be more easily retained and it is in this same principle that the logo was drawn from a meihua flower, a species of plum tree very famous in Asia. Following its success in China and Asia, the group has become a single entity, with Titoni as its sole name.

Since then, the brand has sold almost all of its production in Asia and has more than 600 sales outlets in China. Titoni had the privilege of representing Swiss watchmaking at the Shanghai World Fair in 2010, a record exhibition with more than 70 million visitors.

90% of their watches, some COSC certified, are automatic and equipped with ETA or Sellita movements. To celebrate its 100th anniversary, the Titoni brand presented its first in-house movement, the T10 calibre. This brand has remained completely independent throughout these years and it is now Daniel Schluep who is the CEO, closely followed by the 4th generation.

The Watch

So here is my Titoni HERITAGE watch, an automatic model with a pure vintage look coming straight from the 40s.

In fact, Titoni created this watch by paying tribute to one of his iconic models launched in 1948 under the brand name Felca and you really feel like you’re facing a reissue when you look at this Heritage watch.

The touch of modernity is brought only in the materials used and not on the visual which remains almost identical to the original model.

The Case

The case is made of polished steel and is consistent with vintage codes from the 40/50’s since it measures 39mm.

Its featherweight and slightly curved lugs make this watch very comfortable to wear. One would almost forget it on the wrist.

The case back is screwed and there is on it the engraving of a very nice car representing the post-war period and the euphoric atmosphere that reigned there.

The name of Titoni as well as the logo of the brand are engraved and we can also read that this watch is waterproof to 5 ATM, which is not a surprise for this style of watch.

The Dial

The Heritage watch uses the same dial as its ancestor with this very marked post-war look.

I really think that this Felca watch was avant-garde because its dial is, in my opinion, far from the standards of the time that were much more refined.

So we have a bi-coloured dial on which we find the 12 Arabic numerals of a fairly large size. The minute indexes are present all around the dial in the railway spirit and are painted white. The hands and numbers are filled with superluminova and the second hand is red to visually detach itself from the dial.

And to bring depth, this watch is equipped with a double dome sapphire crystal with an anti-reflection treatment.

When we look at this dial, it is clear that “legibility” was the key word at the time. It had to be simple and effective.

The Movement

The movement chosen to animate this watch is the Sellita SW 200-1, reputed reliable and robust. Movement very often compared to the ETA 2824.

The SW 200-1 has a second stop to set the time more precisely and has a power reserve of 38 hours. It runs at 28’800 vibrations per hour, it has 26 jewels and an accuracy of +/- 12 seconds per day.

Finally, it is automatically wound thanks to its oscillating weight or manually by means of the crown located at 3H and on which is engraved the logo of the Titoni brand.

The Strap

The coherence of this reissue continues until the strap which is visually the perfect copy of its ancestor.

We are on a leather that swings between light brown and taupe brown and is stitched with white thread.

It is really comfortable and very soft to wear because it looks like the nubuck.

The only difference is in the clasp because the Heritage is equipped with a butterfly buckle engraved with the logo and the brand name, and not with a pin buckle. It is a touch of friendly modernity but personally it is really not the type of clasp that I like because I have never found them super comfortable.

The positive side of the butterfly buckle is that the leather of the bracelet does not break every time you have to put on or take off your watch, a recurring problem on leather bracelets.


I must admit that I was very pleasantly surprised when I discovered the Heritage watch by Titoni because despite this vintage inspiration, it does not show on my wrist, whatever the outfit I wear. It has a chic sportswear style and a class that should delight many.

This watch is offered at the price of €930 but be aware that the transport costs from Switzerland as well as customs taxes are included in the price. Okay, we’re around $1,000, but we’re far from low-end quality.

There’s a good reason behind the comparison between Titoni and Omega in China, Titoni offers high quality standards!

I invite you to discover their site and discover the many models offered for women or men. Detail – Titoni of Switzerland

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