Founded in 1883 by Swiss watchmaker Gottlieb Hauser as the “Corporation d’Horlogers Suisse,” a cooperative of independent watchmakers based in Switzerland, the brand first registered as “Alpina” in 190. By the early 20th century, Alpina quickly built a reputation for precision and durability. By 1912, the company had produced its first chronometer-grade movement, and in 1913, Alpina chronometers were reportedly purchased by the German Navy. Around this time, the brand also expanded into military and pilot watches, supplying robust timepieces designed for professional use. A major milestone came in 1938 with the launch of the legendary “Alpina 4.” This watch helped define the modern sports watch by combining four essential characteristics: Anti-magnetic protection, Anti-shock resistance, Water resistance, and Stainless steel construction. These four features were highly advanced for the era and became the foundation of Alpina’s identity as a maker of rugged sports watches. Many historians consider the Alpina 4 one of the earliest true modern tool watches. 

The brand is continuing on this legacy and the latest releases at Watches and Wonders 2026 are a testament of the same. The brand completely revitalised its historic aviation DNA by launching the next-generation Startimer Pilot Automatic collection in Geneva. The latest collection features a redesigned 40 mm stainless steel case, now 10% thinner at 10.14 mm, ensuring a sleek, comfortable fit without sacrificing its 100 metre water resistance. Under the hood, the new Calibre AL-525 (based on the La Joux-Perret G100) boasts a 68-hour power reserve. Legibility is also prioritised through a matte, anti-glare brass dial featuring three-dimensional solid Super-LumiNova numerals and a discreetly placed date window at 4:30. We sat down with brand’s director Oliver Van Hubrecht to discuss the collection and the brand’s legacy. Here are edited excerpts from our interview. 

WatchTime India: Alpina has been around for over 140 years and is widely recognised for its tool watches. What distinguishes Alpina from other tool-watch brands in the market today?

Oliver van Hubrecht: Alpina has been a pioneer in sports watchmaking. In fact, we helped define the category in 1938 with the launch of the Alpina 4, a watch that combined four essential characteristics: anti-shock, anti-magnetic, water resistance, and a stainless-steel case. Those were groundbreaking features at the time. Today, I believe Alpina stands apart through three key elements. First, we remain deeply connected to our heritage and continue to express that through our collections. Second, we have developed a distinctive design language, particularly with the Alpiner Extreme collection and its unique cushion-shaped, four-part case construction. Finally, we offer exceptional value. Our watches typically sit between ₹1 lakh and ₹4 lakh, making Swiss sports watchmaking accessible without compromising on quality or sophistication.

WTI: Alpina has placed renewed focus on its Startimer Pilot collection. What drives that strategy?

OH: Aviation has been part of Alpina’s DNA since the 1920s. We were among the pioneering Swiss brands developing pilot’s watches and even received the original specifications issued by the Royal Air Force for aviation timepieces. These requirements focused on readability, ease of operation, and specific design elements that have become hallmarks of pilot’s watches. While we have spent the past few years strengthening the Alpiner collection and the Extreme case design, it felt like the right moment to revisit and modernise our aviation offering. The result is a completely redesigned Startimer Pilot collection that honours our heritage while feeling contemporary and relevant.

WTI: The new Startimer Pilot remains inspired by traditional aviation watches. What are some of its standout features?

OH: We've redesigned the watch from the ground up. The new 40 mm case features a refined mix of satin-brushed surfaces and polished bevels, giving it a much more sophisticated appearance. The dial is particularly special. It has a layered construction that creates depth and dimension, while thick applied Super-LumiNova indexes enhance legibility and visual impact. We have also improved the finishing on the caseback and equipped the watch with a La Joux-Perret movement offering a 68-hour power reserve. Combined with its accessible pricing, it becomes a very compelling proposition in the pilot’s watch segment.

WTI: Alpina recently renewed its partnerships with the French Ski Federation and the Freeride World Tour. What is the thinking behind these collaborations? 

OH: Alpina was born in the Alps, so mountain sports have always been a natural part of our identity. Skiing reflects our heritage, while the Freeride World Tour connects us with a younger audience and a freer, more adventurous spirit. That said, we understand that skiing isn't necessarily the first sport that comes to mind for Indian consumers. That's why we're also exploring other avenues through collaborations, technical partnerships, and initiatives linked to the Startimer collection. There are some exciting projects on the horizon.

WTI: Alpina has been actively engaging younger consumers. What insights have you gathered about Gen Z watch enthusiasts?

OH: It's fascinating. On one hand, we're seeing tremendous interest in heritage, storytelling, and vintage-inspired watches. Smaller case sizes and designs influenced by the 1920s through the 1960s are becoming increasingly popular. On the other hand, there's also demand for something fresh and playful. Younger collectors appreciate creativity, colour, humour, and unconventional designs. What's exciting is that Alpina can address both ends of that spectrum. We have our historical foundations, but we're also working on some very fun collaborations that will appeal to a new generation of watch enthusiasts.

WTI: You are approaching a decade with Alpina. Looking back, how have you approached repositioning the brand?

OH: The strategy revolved around two pillars. The first was design. We wanted Alpina watches to become instantly recognisable. That led us to focus heavily on the Extreme case architecture and progressively update the entire collection portfolio. The second pillar was desirability. We worked to make the brand feel fresher and more relevant through partnerships, collaborations, and storytelling. We collaborated with organisations such as Red Bull Air Race and strengthened our connection with outdoor sports. At the same time, we refined our positioning and focused on offering exceptional value within the premium watch segment.

WTI: Did Alpina's pricing strategy change during this repositioning?

OH: Not necessarily. When I joined, the brand offered a very broad range that extended all the way to manufacture pieces priced around €4,000–€5,000. Over time, we identified a sweet spot where Alpina could be most competitive. Today, we're largely focused on the ₹1 lakh to ₹3 lakh segment, which allows us to deliver excellent Swiss-made watches with strong specifications and design while remaining accessible to a wider audience.

OH: We still do manufacture movements, but primarily in limited editions and special projects. For example, earlier this year we collaborated with Label Noire on a highly distinctive model featuring a hand-hammered case and our in-house AL-706 movement. The challenge is that manufacture calibres naturally push prices above €4,000, which takes us into a different market segment. For our core collections, we prefer to focus on delivering outstanding value through trusted movement partners such as Sellita and La Joux-Perret.

WTI: India is becoming an increasingly important market for luxury watches. What are Alpina's plans here?

OH: We see tremendous potential in India. The market is evolving rapidly, and consumers are becoming more knowledgeable and curious about watchmaking. Our priorities are twofold: increasing brand awareness and expanding availability. We're working closely with Ethos to strengthen our presence and are already seeing encouraging momentum. As awareness grows, we'll continue expanding our retail footprint to reach a larger audience.

WTI: Could we eventually see Alpina mono-brand boutiques in India? 

OH: It's not part of the immediate plan. Alpina has only been active in India since early 2023, so we're still in the growth phase. Our current focus is on building awareness and strengthening distribution. However, mono-brand boutiques are certainly something we could consider in the future as the market develops.

WTI: As you approach ten years with Alpina, how would you describe the journey?

OH: It's been incredibly rewarding. Of course, it has required a lot of hard work, but it has also been an honour to help shape the direction of a brand with more than 140 years of history. Being able to influence product development, strategy, and communication for such an established brand is a privilege. It remains challenging and inspiring every day.

WTI: Your academic background is in hospitality management. How did you end up in the watch industry?

OH: It ultimately came down to passion. After studying hospitality management in Switzerland, I worked across several industries, including financial services and Red Bull. But eventually I realised that I wanted my professional life to align more closely with my personal interests. Joining the watch industry nearly ten years ago was one of the best decisions I've made. If you can combine passion with your career, it makes an enormous difference.

The Alpiner Extreme. I love its design, finishing, and how it wears on the wrist.

Inspiring.

Aesthetics.

The combination of technical engineering and beautiful design.

The Alpiner Extreme.