Biel/Bienne
Switzerland
Founded in 1919, the family-owned company Milus is based in Biel, the cradle of Swiss watchmaking. Throughout its history, the brand has consistently surprised and amazed the watchmaking world. From the very beginning, Milus watches have been at the forefront of the industry, both in terms of precision and technological innovation. After three successive generations of watchmakers, a new team, led by CEO Lucas Edouard Tissot-Daguette, is now at the helm.
1919
THE BEGINNINGS“Timekeeping is part of our family and cultural heritage. We grew up here, in the cradle of watchmaking, at the foot of the Swiss Jura Mountains, where people and time have faced every technical and aesthetic challenge.” With these very words, Luc Tissot could have celebrated Milus's return to its Swiss family watchmaking heritage in 2016, had they not already been spoken in 1919 by the company's founder, Paul William Junod. Swiss watchmaking is traditionally closely linked to its founders. Inventors and visionaries established large family businesses where creativity and entrepreneurial spirit served to cultivate the image and ensure the continued existence of a brand.
OVER THE YEARS
THE TRANSFORMATIONIt was a given that the new Milus team would continue the Junod family legacy in Biel. Thus, three successive generations of watchmakers have nurtured the values of Milus at the heart of Swiss watchmaking history. Throughout its history, Milus has consistently surprised, alternating between classic and contemporary collections, from luxurious to exquisitely refined. As an avant-garde brand, each creation blends watchmaking tradition with the finest Swiss expertise. In 1930, the company chose the Greek god Hermes as the symbol for its brand, which is now expressed in the stylized crown, embodying elegance and innovation – qualities that are close to the Junod family's heart. “We are deeply convinced that this industrial art will survive and perhaps even forge new paths in its field,” said Paul William Junod. Milus watches reflect their time with the same passion. This true “trademark” remains a cherished privilege for the Milus team: to be a witness to your time.
TODAY
THE DEVELOPMENT
Watchmaking isn't about competition and rivalry. There's so much new to discover and so much to inspire. Constant innovation and a passion for creating beautiful objects have continually solidified Milus's reputation – values that have never been forgotten. The quality of craftsmanship, the attention to detail, and the relentless pursuit of perfection and exceptional materials are expressions of a deep desire to be "ahead of its time." Modern design and superior craftsmanship are attributes that Milus has passed down through generations.
In honor of its 100th anniversary, Milus proudly presents new timepieces that are both classic and modern. The brand is wholeheartedly dedicated to creating watches that combine technical excellence and precision with timeless design.
The goal: to create a sustainable watch model that is closely connected to its environment and is both timeless and authentic.
THE COLLECTION
SNOW STAR:
To mark the brand's 100th anniversary and drawing on its long history in watchmaking, Milus has released a new version of the "Snow Star." The original model was selected by the US Navy and included in its "life barrage kit," which was given to pilots during emergency landings. In the 20th century, US Navy pilots were provided with valuable, tradable items to ensure their survival on missions. These "life barrage kits" often contained a Milus Snow Star watch. With this reissue of the Snow Star, Milus pays tribute to this important element of its own history and of watchmaking history in general.
ARCHIMÈDESThe Archimèdes by Milus is the modern successor to the Supercompressor from the 1970s. The Archimèdes by Milus collection is designed for modern explorers. The mix of brushed surfaces and polished accents is crowned by a highly domed sapphire crystal, which enhances the model's vintage charm.
The development focused on a 41 mm case, equipped with a discreet helium escape valve on the bezel at 9 o'clock. The distinctive yet understated dial and the renowned "Broad Arrow" hands with Super-LumiNova ensure optimal legibility.
LAB 01
Creativity and uniqueness are the cornerstones of the LAB 01 collection. Timeless aesthetics combined with innovative materials. With their sleek and ultra-modern design that mimics urban lines, these models reflect the elegance of an active, urban lifestyle. Inspired by the milieu codes of the 1990s and guided by the principle that "the watch speaks for itself," LAB 01 cultivates independence of spirit and individuality. The result: a design object that respects every personality and style.
