The history of Festina: the evolution of a watch brand from 1902 to today

The famous Latin phrase "Festina lente" —make haste slowly —has been adopted as the name of one of the world's most fascinating watch brands: Festina . This motto, attributed to Emperor Augustus, embodies the philosophy of a brand that has successfully combined tradition and innovation for over a century. From its Swiss origins to its most recent developments, we retrace Festina's history in an engaging narrative, interweaving historical anecdotes and reflections on the brand's current positioning in the modern watchmaking landscape.

The Swiss origins of the Festina brand (1902)

It's 1902. In the heart of Swiss watchmaking, in La Chaux-de-Fonds, two brothers named Stüdi founded a small watchmaking workshop that was destined to leave its mark: the Festina brand was born. From the very beginning, the young Maison stood out for its craftsmanship and technical precision. The name Festina itself, inspired by the Latin proverb, suggests the combination of speed and patience , innovation and tradition, which would characterize the company in the years to come.

Over the following decades, Festina gradually grew, gaining a reputation for the quality of its timepieces. A turning point came in the 1930s: in 1935 , the founding family sold the business to businessman Willy Burkhard von Wilhelm, who moved the brand to Barcelona, ​​Spain. In the midst of World War II, a German ally named Adolf Hoffmann supported this move. It was the beginning of a deep bond between Festina and Spain.

From the post-war period to the Spanish vision: the birth of Festina-Lotus

After World War II, Festina watches continued their evolution. A crucial chapter began in the 1980s , when the brand's destiny intersected with the entrepreneurial vision of Miguel Rodríguez . In 1984 , Rodríguez—a Spanish entrepreneur already known for founding the Lotus brand—acquired Festina and laid the foundations of the Festina Lotus group. A new era began for the brand.

Under Rodríguez's leadership, Festina combined Swiss expertise with Spanish global ambitions. Festina Lotus SA was officially born, a watchmaking group that would expand its portfolio in the following years by acquiring other prestigious brands such as Candino and Perrelet. Meanwhile, Barcelona remained the beating heart of the company, where the design and marketing strategies that would lead the brand to global recognition were decided.

Festina and Cycling: From the Tour de France to the Chrono Bike Collections

In the 1990s, the Festina name became inextricably linked to the world of cycling . In 1989 , the Festina professional team was founded, sponsored by the company and destined to compete in the most important races. In 1992, Festina became the official timekeeper for events such as the Tour de France, the Giro d'Italia, and the Vuelta a España. Every timed stage, every finish measured to the second, bears the Festina name, making the brand reverberate among enthusiasts around the world.

Alongside its sports sponsorship, Festina translates its passion for cycling into dedicated products. In the mid-1980s, the brand launched the Chrono Bike line, a collection of chronographs inspired by cycling competitions. Every year, a new special edition model is released, often in limited editions. Among the most famous series is the Festina Tour de France , which has become a cult object for many enthusiasts.

It's worth remembering that the connection with cycling wasn't without its challenges. In the late 1990s, the Festina team found itself at the center of controversial events. Nevertheless, Festina maintained its position as official timekeeper, continuing to launch watches inspired by the sport. Even today, the Chrono Bike collection remains a flagship of the Festina catalog.

Innovation and style: transformations of Festina watches over time

While its presence in the world of sport has given the brand visibility, it is through technical and stylistic innovation that Festina has been able to distinguish itself. Since the 1980s , the company has adopted cutting-edge materials and solutions : hypoallergenic titanium cases, moon phase displays, ultra-light aluminum. Towards the end of the 1980s, it introduced a special quartz movement called “Megaquartz” , capable of running without a battery .

Stylistic transformations are another important chapter. Today, we can recognize Festina models as a balanced mix of elegance and dynamism : clean dials enriched with features such as chronographs and multifunction indicators. A prime example is the sale of waterproof watches packaged directly in water, demonstrating their durability.

Festina watches today: collections, style, and contemporary innovation.

Current collections and style

Today, Festina is recognized as a leading player in the affordable, quality watch segment. With a strong presence in over 90 countries and millions of pieces sold each year, the current catalog is broad and varied: sporty models, classic lines like the Classic and Mademoiselle , the vintage-inspired Extra series, casual options, and even children's watches. All share a recognizable style and quality materials: sapphire crystal, steel cases, Miyota or Swiss movements.

Innovations and technology

In recent years, Festina has invested in new technologies and a return to mechanical watchmaking. A prime example is the launch of the Festina Connected , a hybrid watch introduced in 2024: it combines an analog dial with an OLED display, along with Bluetooth connectivity, fitness features, notifications, and smartphone controls. Thanks to the acquisition of the Swedish startup Kronaby, Festina has been able to develop the smart technology in-house while maintaining its traditional aesthetic.

Festina also produces Swiss-made automatic watches. To celebrate its 120th anniversary, it presented a limited edition with a Soprod Newton automatic movement, a sign of great value and horological vision.

Positioning in the current market

Festina is now defined as an accessible luxury brand, offering exceptional value for money. It has earned the trust of retailers and customers in Italy as well. Compared to its direct competitors, Festina boasts extraordinary longevity : over 120 years of uninterrupted business. This legacy translates into credibility: a historic brand that still offers modern, accessible, and reliable watches today.

Ultimately, Festina's story is that of a brand that has evolved while remaining true to its DNA. From Switzerland to Spain, from artisan workshops to sporting events, from analog chronographs to smartwatches, Festina has embarked on a fascinating journey through time. Its watches tell this story: they are chronostories on the wrist, a symbol of balance between past and present. And if the future is like the past, we can bet that Festina will continue to surprise us— slowly but surely.

Credits: Winkipedia - festinaswiss.us - festina.com