After the success of Mr Swope’s railroad watches and facing rising levels
of demand throughout Asia and the Middle East, it was time for the
Societé to protect their brand by legally trademarking it, which they
did in 1939
Every 20 years since, in strict accordance with Swiss law, we have renewed
the trademark as our brand has continued to grow, develop and spread
across the world. The exact history of what happened next is foggy,
but it all began with the lubricant of history: oil.
Our early amelioration is due to “The Oil Era” between the 1930s and 1970s.
During this period the world’s demand for oil rose rapidly in the face of
mass industrialisation.