Founded in 1929 in Bienne, Switzerland, Choisi (pronounced “Swa-Zee”) not only specialised in the production of mechanical timepieces under the “Choisi Suisse” trademark but in the manufacture and assembly of watches and movements for many third-party Swiss brands.
These included the manufacture of chronograph and moon phase complications which were supplied to third-parties and branded under their own labels.
During the Second World War, Montres Choisi even produced military timepieces numbering over 100,000 and these were supplied to both sides – the German Wehrmacht (the military forces of Germany from 1935 to 1946) and the Allied forces.
By the 1990s, Montres Choisi had repositioned itself and was designing and developing Swiss movements, including the modification and adaptation of complicated modules on base movements in addition to the provision of surface finishings.
In 2013, ownership of Choisi changed and the brand was relaunched. Two new collections emerged: the 1929 collection and the Heritage collection.
The 1929 collection is characterised by its cushion-shaped cases as this was popular during that era. Meanwhile, the Heritage collection features a round case. Both collections are inspired by vintage designs.
The Swiss word choisi which means “choice” when translated to English, and the new owners have deliberately chosen vintage designs, some of which are sporty, as these are classics. This is a safe bet as classic designs can be the choice of both the newer and older generations.
Prices of Choisi watches range from SGD1,150 to SGD2,600.