Invicta, the "invincible" watch: History, curiosities, and anecdotes of a legendary brand

Invicta —a Latin name meaning “invincible” —is a watch brand with a fascinating and long history rooted in the heart of 19th-century Swiss watchmaking. Founded in 1837 in La Chaux-de-Fonds, Switzerland, by Raphael Picard, the brand was born with the goal of creating exceptional quality watches accessible to a wide audience. In this article, we will embark on a fascinating journey through the history of Invicta, exploring its origins, the challenges it has faced over nearly two centuries, and revealing some surprising curiosities and anecdotes about the founders, iconic models, and the evolution of this legendary brand.

The Origins of Invicta: A 19th-Century Swiss Dream

The story of Invicta begins in the creative ferment of 19th-century Switzerland. It was in 1837 that the young Swiss entrepreneur Raphael Picard founded his watchmaking company in La Chaux-de-Fonds, one of the hubs of global watchmaking. From the beginning, Picard embodied a clear vision: to produce mechanical watches of superior craftsmanship yet affordable for the common man. It is no coincidence that he chose the name Invicta for his brand, which in Latin means "invincible," to symbolize the resistance, quality, and durability he sought to instill in every one of his timepieces.

During the second half of the 19th century and the early 20th century, Invicta gradually grew in reputation and popularity. Its watches, the result of meticulous Swiss craftsmanship, were appreciated for their classic elegance combined with robustness. Thanks to competitive prices and attention to detail, Invicta watches managed to attract an ever-growing clientele in Europe.

A curious episode highlights the prestige achieved: in 1959, the government of the Soviet Union commissioned Invicta to produce watches for the officers of its Navy. These timepieces were described as exclusive "Swiss Made" watches. Thus was born the legend of the Invicta Russian Diver, commemorative models that still today recall that chapter of history.

Quartz Crisis and Difficult Years: Invicta Between Decline and Rebirth

Like many illustrious Swiss manufacturers, Invicta faced the quartz crisis in the 1970s. The advent of affordable and precise Japanese quartz watches revolutionized the industry and brought many historic mechanical watchmakers to their knees. Invicta was not immune: demand dropped dramatically, and the company entered a crisis. In the early 1980s, it filed for bankruptcy, and in 1983, it was sold to Ondix SA, which attempted in vain to keep it afloat.

But the name Invicta – true to its meaning – was destined for a revival. In 1991, under the leadership of entrepreneur Eyal Lalo, the Invicta Watch Group was founded, based in Florida, USA. Lalo, a third-generation watchmaker, recognized the brand's potential and relaunched it by focusing on accessible quality, streamlined production, and alternative channels such as online sales and TV.

The philosophy remains consistent: offering elaborate designs and high-quality automatic or quartz movements, while maintaining affordable prices. Lalo reintroduces automatic watches, paying attention to the finishes, and restoring Invicta's reputation for respect for enthusiasts. A Swiss laboratory is also established for the production of in-house movements.

Expansion in the new millennium: between innovation, collaborations and successes

From 2000 onwards, Invicta accelerated. The catalog expanded into over 30 collections, each with dozens or hundreds of models. They experimented, they dared, and they created a strong identity: striking watches, often large, with a bold and recognizable style.

Strategic partnerships also arrive: Jason Taylor, Shaquille O'Neal, Marvel, DC Comics, Disney, Star Wars, US Navy. Invicta becomes a pop brand, appreciated by collectors, young people, athletes and geek fans.

A symbolic success came in 2017, when the Subaqua Noma V model won the Red Dot Design Award, one of the most prestigious design awards in the world.

Fun fact: The name Noma comes from combining the names of Lalo's children, Noah and Mary. An emotional signature that underscores the personal connection between the entrepreneur and his brand.

Invicta even organizes watch-themed cruises for its community of enthusiasts ( the “Invictaholics” ), further strengthening its bond with the public.

Iconic models and legendary collections

Invicta Pro Diver

Introduced in the 1990s, this line is inspired by Swiss diving watches. The Invicta Pro Diver 8926 is an icon of entry-level collectibles: automatic movement, classic design, and affordable price.

Invicta Russian Diver

A tribute to the watches produced for the Soviet Navy in 1959, it stands out for its military aesthetics and imposing case.

Invicta Lupah

A fashionable line with a rounded tonneau case, a youthful design, and vibrant colors. Launched to appeal to an urban and creative audience.

Invicta Subaqua and Reserve

The brand's high-end collections. The Subaqua models boast complex construction, advanced materials, and extreme waterproofness. The Reserve line includes limited-edition watches with premium Swiss movements.

Invicta's Invincible Legacy

From La Chaux-de-Fonds to Florida, passing through Moscow and Hollywood, Invicta has written one of the most surprising stories in modern watchmaking. It is the tale of a brand that, despite difficulties, has reinvented itself while remaining faithful to its mission : to offer watches with style, quality, and personality at a fair price.

Invicta isn't just a brand. It's a cultural phenomenon, a community, a philosophy. And it continues to mark the passage of time with the same tenacity with which it was born, more invincible than ever.

Credits: invictawatch.com - Wikipedia - thewatchpreserve.com - watchard.com - businessfrontal.com