Sicura also used the brand "Sikato" for their watches with LCD-display. Sicura also introduced the "Stunt Watch" with "Sicura Quartz" which is said to be sold into the 80s. These ads from 1977 shows that Sicura later produced watches with quartz movements and LCD displays. In 1975 almost all the watches in the brochure had mechanical movements and a few had electromechanical - no quartz yet. What we know from this fantastic brochure is that Sicura SA in 1975 had four watch assembly factories, one case factory and one jewel factory, employed 450 people and produced more than 1 million watches per year. This is very important in documenting original Sicura watches. In the 70s Sicura popularized watches with "digital" displays and simple mechanical movements.
The watch cases were often brass plated metal with standard pin-lever movements to keep production cost and prices low.Įrnest Schneider was a pilot himself (yes, this a newer picture were Ernest wears a Breitling cap)Įrnest Schneider, owner and CEO for Sicura and later Breitling Ernest Schneider became the driving force behind Sicuras growth and a maker of affordable watches that followed the latest trends. He had been in the Swiss Army since the age of 20 and ended as an officer in the 10th Brigade. The company was owned by a Théodore Sfaellos and when he died in the beginning of the 1960s Sicura was taken over by his son-in-law Ernest Frédéric Schneider.Įrnest Schneider - the godfather of Sicura watches in the 60s and 70sĮrnest Schneider was born in 1921 and thus was around 40 years old when he took over Sicura. Sicura watch ad from 1959 promoting Sicura as "your specialist for calendar and bangle watches". Watch ad from 1956 using the brand name Sicura
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