Endura was a Swiss watch manufacturer founded in 1966 by General Watch Company (GWC) in Biel/Bienne, Switzerland, for the purpose of manufacturing watches – like this Endura dive watch here, which received a full service in June 2020 – under "private label."


Endura was part of the merger between Allgemeine Gesellschaft der Schweizerischen Uhrenindustrie (ASUAG) and Société Suisse pour l'Industrie Horlogère (SSIH) into Société de Microélectronique et d'Horlogerie (SMH).  ASUAG was founded in 1931 – with the mandate to maintain, improve, and develop the Swiss watch industry – with the assistance of the Swiss government and the Swiss banks to combat the severe economic crisis and ensuing unemployment by means of refinancing, eliminating the deadly "dumping for survival" murderous competition within the still somewhat cottage industry-like status of the majority of the movements and parts thereof supplying companies of the era.


Following repeated crises in the Swiss watch industry, by the 1970s ASUAG (as well as SSIH, the other major Swiss Watch holding company) was once again in trouble. Foreign competition, in particular the Japanese watch industry, with its mass production of cheap new electronic products and new technology, was rapidly establishing a strong foothold in the market.


Fast forward to 1983, which witnessed Swiss Banks forcing ASUAG and SSIH to merge into SMH, now known as the Swatch Group.  Now attached to ETA SA Manufacture horlogère Suisse, Endura SA is the private label and licensing division of the Swatch Group.


But let’s rewind back to the era of theEndura here - the 1960’s era were exciting times for scuba diving. Famed French diver Jacques Cousteau was involved with a set of three projects to build underwater "villages,” with each ensuing project was aimed at increasing the depth at which people continuously lived under water, and were an attempt at creating an environment in which men could live and work on the sea floor.


The lume on this Endura is outstanding and still glowing strongly – the green of the lume contrasted with the black dial is sure to bring a pop of style to your day and invites attention from those around you.


This Endura dive watch comes on a stainless-steel bracelet, nylon NATO strap, Pelican travel case, and springbar tool.

1960’s Endura Mechanical Dive Watch

  • DIAL: Brilliant and detailed original black Endura-signed dial.  Original hour, minute, and seconds hands.  Bezel rotates as designed and lime green lume shines brightly following exposure to light.


    CASE: Original 36mm (39 w/crown) x 43.5mm stainless-steel case.


    CRYSTAL: Domed acrylic crystal, with date cyclops; no scratches or blemishes.


    BAND: This Endura comes with an unsigned 18mm stainless-steel bracelet; this diver also comes with a dark blue and gray nylon NATO strap.


    MOVEMENT: Original Endura manual-wind mechanical movement; this watch received a full service in June 2020.

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