Introduction

Lesser-known Swiss watch brands are often where watch collecting becomes more interesting. While most people focus on Rolex, Omega, Tudor or Longines, there are smaller Swiss brands with real history, personality and character behind them.

Of course, the big names are popular for a reason. But once you start looking beyond the usual choices, Swiss watchmaking becomes much more diverse. Some brands are family-run, some focus on traditional mechanics, and others simply offer something different from what everyone else is wearing.

For this article, I wanted to highlight three lesser-known Swiss watch brands that are worth discovering: Maurice de Mauriac, Epos and Aerowatch. I have had hands-on experience with watches from some of these brands, and I am pretty sure there is at least one name on this list that many casual watch fans have never seriously looked into.

Maurice de Mauriac

Let’s start in the German-speaking part of Switzerland, a region that is not always the first place people think of when it comes to Swiss watchmaking. Many historic Swiss watch maisons are based in the French-speaking part of the country, especially around Geneva, Neuchâtel and the Vallée de Joux. Maurice de Mauriac, however, brings us to Zurich.

Maurice de Mauriac was founded in Zurich in 1997 by Daniel Dreifuss. His vision was to create an independent, family-run watch brand with a personal connection to the watch, instead of producing anonymous watches without character. Daniel Dreifuss sadly passed away in 2023, but the brand continues today under his children, keeping that family identity alive.

That family story is a big part of what makes Maurice de Mauriac interesting. It does not feel like a brand trying to copy the traditional Swiss giants. It feels more like a Zurich atelier with its own personality, where watches are supposed to feel personal, expressive and a bit different.

My two favourite Maurice de Mauriac watches are the “Züri Date” and the L3 Chronograph. The Züri Date represents the colours of Zurich’s tram lines, which makes it feel very connected to my favourite city in Switzerland. It is a small detail, but it gives the watch a strong local identity.

The other one is the L3 Chronograph, a watch I actually had hands-on with. And while the price of around 6,000 Swiss francs is definitely not small, I would not dismiss it too quickly. It is powered by a custom Concepto Tricompax C8100 movement, and Concepto is also known for its work on ultra-thin, award-winning and record-breaking movements with brands like Bulgari.

For me, Maurice de Mauriac is a brand for people who want something independent, personal and strongly connected to Zurich. It is not the obvious choice, and that is exactly what makes it interesting.

Visit their website to explore all their collections: https://mdm-uhren.ch/

Epos

From Zurich, let’s move to another underrated Swiss brand: Epos. While Maurice de Mauriac feels personal, local and strongly connected to Zurich, Epos is more about traditional mechanical watchmaking, visible movements and interesting complications without the hype of the big luxury names.

Epos was founded in 1983 by Peter Hofer and his wife Erna, during a time when mechanical watches were under serious pressure from quartz. But the roots of the brand go back even further, to 1925, when James Aubert founded James Aubert SA in the Vallée de Joux. Aubert was known for his work on mechanical watch mechanisms, especially chronographs and minute repeaters. His knowledge was later passed on to Jean Fillon, who became an important watchmaker behind many Epos innovations.

That is what makes Epos interesting to me. The brand is not just another affordable Swiss name; it has real mechanical roots behind it. Over the years, Epos has created watches with jumping hours, regulator displays, skeleton dials, moon phases and open-heart designs. This makes the brand feel perfect for people who actually enjoy the mechanics of watches.

Epos also has different collections for different tastes. The Artistry collection is probably the most “watch nerd” side of the brand, with more complicated and open designs. The Timeless collection is more classic and elegant, with cleaner watches that are easier to wear every day. Then there is the Sport collection, where Epos offers divers and sportier models for a more casual and practical side.

For me, Epos is not a brand you buy because of the logo. It is a brand you look at when you want something Swiss, mechanical and a bit different from what everyone else is wearing. Some designs are definitely more traditional, and not every model will be for everyone, but that is also part of the charm.

Epos feels like a brand for people who care more about the movement, the dial and the details than mainstream recognition.

Visit their website to explore all their collections: https://epos.ch/

Aerowatch

For the third brand, I would choose Aerowatch. It is one of those Swiss watch brands that has real history behind it, but still feels very under the radar compared to the names most people talk about in the watch community.

Aerowatch was founded in 1910 in La Chaux-de-Fonds, one of the most important cities in Swiss watchmaking. The name itself already feels interesting, because it was connected to aviation at a time when flying was still something modern and exciting. Today, Aerowatch remains an independent Swiss family-owned brand, which makes it a nice fit next to Maurice de Mauriac and Epos.

What makes Aerowatch interesting to me is that the brand has a more traditional personality. It is not trying to be the next hype sports-watch brand, and it is not chasing the same audience as Tudor, Oris or Longines. Instead, Aerowatch focuses on classic Swiss watchmaking, with collections that include dress watches, skeleton models, chronographs and even pocket watches.

The Renaissance collection is probably the most eye-catching side of the brand, especially with its skeleton and open-worked designs. The 1942 collection feels more elegant and vintage-inspired, while Les Grandes Classiques offers the more traditional everyday side of Aerowatch. I also like that the brand still offers pocket watches, because it gives Aerowatch a slightly old-school charm that many modern brands have completely lost.

For me, Aerowatch is not the brand you buy to impress someone with the logo. It is the kind of brand you discover when you start looking deeper into Swiss watchmaking and want something with history, character and a more classic identity.

Some of the designs may feel a bit traditional, but that is also what makes the brand different. Aerowatch feels like a hidden Swiss name for people who enjoy watches beyond the usual mainstream choices.

Visit their website to explore all their collections: https://www.aerowatch.com/

Final thoughts

These three watch brands show that Swiss watchmaking is much more than just the big luxury names. Maurice de Mauriac brings a personal Zurich story, Epos offers traditional mechanical watchmaking with interesting complications, and Aerowatch adds classic Swiss heritage with a slightly old-school charm. None of them are the obvious choice, and that is exactly why I find them interesting.

I also wrote about the upcoming Gallet watches comeback under Breitling, which could become one of the most interesting Swiss watch releases of 2026. Check out: Gallet watches comeback

Disclaimer: All images used in this article are sourced from the official websites of the respective watch brands. The images belong to their original owners and are used here for editorial and informational purposes only.