Keywords: Brand Relaunch, Swiss Watches, Brand Revival, Family Heritage
How does a watchmaking brand with more than a century of history begin again after years of silence?
For LOEMEY, the Swiss watchmaking brand, this is more than a story of brand development. It is a journey of continuity and renewal spanning several generations.
LOEMEY was founded in 1917 by Loévin Meyer in Le Sentier, in Switzerland’s Vallée de Joux, Canton of Vaud. Beginning as a small watchmaking workshop, the business gradually expanded into pocket watch production, watch repair, wristwatch design and bespoke timepiece creation.
Under the stewardship of its founder and subsequent family generations, LOEMEY went through several stages of development. Its watchmaking work encompassed mechanical chronographs, calendar complications, medical timing watches and exploration-inspired timepieces.
In 1949, the second-generation successor, Émile Meyer, gradually took over the day-to-day management of the workshop. The brand continued its traditional watchmaking activities while exploring new directions in product design.
However, as the Swiss watch industry underwent significant structural changes in the latter half of the 20th century, the rise of quartz watches brought new market challenges to traditional mechanical watchmaking workshops. In 1980, the LOEMEY traditional watchmaking workshop eventually closed.
The closure of the workshop did not mean the complete end of the family’s watchmaking tradition.
In the years that followed, the third-generation successor, André Meyer, and the fourth-generation successor, Luc Meyer, continued to undertake a limited number of watch repairs and bespoke commissions in a family workshop. They also preserved the family’s accumulated collection of vintage watches, watchmaking tools, historical photographs and archival documents.
In 2010, the fifth-generation successor, Adrien Meyer, began learning the art of watchmaking under the guidance of his father, Luc. From movement disassembly and component assembly to timekeeping adjustments, he gradually rediscovered the family’s accumulated watchmaking knowledge and began systematically organising the brand’s historical archives.
As the historical materials were gradually brought together, the story of LOEMEY’s development began to emerge once again. The vintage watches, design documents and watchmaking tools became an important foundation for the brand’s renewed vision.
In 2022, Adrien Meyer officially initiated the relaunch of the LOEMEY brand.
As trademark ownership issues remained unresolved at the time, the initial phase of the relaunch focused primarily on organising historical archives, developing the brand strategy and establishing potential partnerships. Following continued efforts, the brand further strengthened its business relationships in 2025.
In 2026, the transfer of ownership of the LOEMEY trademark was completed, and a new location for the Swiss watchmaking workshop was established. These developments further strengthened the foundations needed for the brand’s future growth.
From a family watchmaking workshop founded in 1917, to the closure of its traditional workshop in 1980, and the brand’s relaunch in 2022, LOEMEY has experienced the changes and challenges of different eras.
Today, LOEMEY is moving forward with a renewed vision as an independent watchmaking brand, building its future around its heritage, watch design, collections and customer service.
This relaunch is not simply a recreation of the past. It marks the beginning of a new chapter, bringing a century of watchmaking heritage into the future.