West End

 By Bruce Shawkey

From Wikipedia:

The West End Watch Company was created in 1886. The West End, a district of the center of London, inspired its name to M. Arnold Charpié who was the Bombay representative of the Alcide Droz & Sons firm, a watch company established at Saint-Imier (Canton of Bern) in Switzerland.

During the First World War, a large force of British and Indian soldiers was sent from Bombay to the Persian Gulf to reach Mesopotamia (modern-day Iraq). They received some West End Watch Company watches.

In 1917, the West End Watch Company changed its name to Société des Montres West End SA and was registered in Geneva. At the same time the sub-brand Sowar was also registered.

In 1934, the Société des Montres West End SA was the first brand to introduce the Incabloc anti-shock system invented by Mr. Braunschweig.

In 1973, after several years of development, the company was finally sold, for lack of heirs, to its main supplier, Aubry Brothers Ltd, established in Noirmont (Jura) to keep open the Bombay West End Watch Company's office.

Since 2000 the workshops and the head office of the company have been moved to Leytron, in Wallis. At the same time, the company was taken over by new shareholders and the management changed.

In 2005, the West End Watch Company celebrated its 120th anniversary of uninterrupted presence in Asia with the introduction of its "Silk Road concept." This concept came from the fact that the Silk Road crossed most of the regions where the brand possessed, and still possesses, counters.

Nowadays, West End Watch Company is active in Saudi Arabia, in the United Arab Emirates, in the Himalaya Range (in particular in Tibet, Nepal and in Bhutan), as well as in the western half of China.

In 2011, West End Watch Company celebrated 125 years of uninterrupted activity. At the beginning of the 20th century West End Watch Company launched a model called the Sowar -the cavalryman- named after one of the elite troops of the Indian army. This name was selected in honor of Sir Thomas Edward Lawrence (Lawrence of Arabia) because it is said that he and his soldiers wore West End Watch Company watches during the war. The Sowar model is still manufactured today.

Here are some images of West End watches:

Vintage

Modern