Unparalleled Precision and Reliability: The Secret Recipe of Jaguar

Jaguar atelier in 1953
How can a watchmaking brand, founded in 1938 in Muralto, a small Swiss town far from the main watchmaking centers, survive to this day? Discover our recipe for success: effort and perseverance.

It might be considered that the current existence of Jaguar Watches is almost a miracle. However, nothing could be further from the truth: The reasons behind Jaguar’s success are far from magical and correspond to the hard work and the almost obsessive pursuit of perfection by its founder, Peter Haas.

The Dream of Creating the Finest Timepiece

Born into a watchmaking family in Muralto, Canton of Ticino, Peter Haas decided in 1938 to leave the family business and create his own brand, Jaguar. With an uncommon dedication, Haas established a small workshop where he began handcrafting the first Jaguar watches. His obsession with achieving the highest quality made him spend much of his days overseeing every detail of the process until he was fully satisfied with the final product. These were difficult times as, outside the borders of Switzerland, Europe was entering war and sales of luxury products plummeted. During the post-war period, despite the economic recovery on the continent, the demand for luxury products was not a priority at all. However, the production of mechanical watches of the highest quality and the pursuit of aesthetic perfection in watchmaking allowed this entrepreneur to make a name among watch collectors who could not help but admire the pieces that, together with a team as motivated as he was, they manufactured in their workshop.

Cutting-Edge Technology in the Pursuit of Perfection

Over the years, Jaguar invested in high-precision machinery that allowed them to elevate the quality and finishes of their pieces without losing the expert manual work on each watch. Machines did not replace the skilled artisans, they only supported them in their task of achieving perfection, in addition to allowing them to increase the manufacturing capacity to meet the growing demand that, by the 1960s, meant overcoming the darkest era of the old continent. At Jaguar, each Jaguar watch combines cutting-edge technology with meticulous manual assembly. Processes of little value in the precision of the final product and that required long times were worked with machinery, and gradually the most burdensome tasks for the brand’s workers were automated.

Expansion to Take Excellence Further

In 1989, Jaguar Swiss Watches joined the Festina Group. This incorporation into a large watchmaking industrial group gave the brand access to advanced manufacturing technologies and new techniques in the design and manufacture of mechanical movements. Without losing the brand’s artisanal essence, these new technologies facilitated the expansion and development of new products, increasingly precise and undoubtedly in pursuit of the most beautiful craftsmanship in watchmaking pieces. Today, Jaguar movements are constructed with the high precision of machines, but with impeccable manual finishes. Undoubtedly, the secret to the great consideration that our pieces have among Swiss watch collectors. Our automatic watches are the purest expression of the values that Jaguar has maintained since its foundation.

Looking to the Future Without Forgetting Our Legacy

Currently, the company has expanded its production capacity, but in each watch beats the spirit of the founder Peter Haas: to achieve the highest precision, durability, and beauty in Swiss watchmaking. The high standards of quality remain intact and look to the future, just as Peter Haas did in 1938.


Jaguar does not rely on miracles to achieve its goals, but instead creates true masterpieces thanks to technology, experience, and the tireless pursuit of excellence. A passion for perfection that can be appreciated in each of its Swiss watches.


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