Biel/Bienne
Switzerland
Founded in 1919, the family-run Milus company is based in Biel, the cradle of Swiss watchmaking. Throughout its history, the brand has continually surprised and amazed the watchmaking world. From the very beginning, Milus watches have been at the forefront of the watch industry, both in terms of precision and technological innovation. After three successive generations of watchmakers, a new team is now at the helm, led by new CEO Lucas Edouard Tissot-Daguette.
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, where people and time have risen to every technical and aesthetic challenge." Luc Tissot could have celebrated Milus's return to its Swiss family watchmaking heritage with these very words in 2016, if they hadn't been spoken by company founder Paul William Junod back in 1919. Swiss watchmaking has traditionally been closely linked to its founders. Inventors and visionaries founded large family businesses where creativity and entrepreneurial spirit served to cultivate the image and perpetuate a brand.
OVER THE YEARS
THE TRANSFORMATION It was only natural that the new Milus team would carry on the Junod family's legacy in Biel. Three successive generations of watchmakers have thus cultivated the Milus values at the heart of Swiss watchmaking history. Throughout its history, Milus has never ceased to surprise, varying between classic and contemporary collections, from luxurious to ultra-refined. As an avant-garde brand, each creation combines watchmaking tradition with the finest Swiss know-how. In 1930, the company chose the Greek god Hermes as the symbol of its brand, expressed today in the stylized crown imbued with elegance and innovation—qualities dear to the Junod family. "We are deeply convinced that this industrial art will survive and perhaps even forge new paths in its field." - Paul William Junod. Milus watches reflect their era with the same passion. This true "hallmark" remains a treasured privilege for the Milus team: to be a witness to your era.
TODAY
THE DEVELOPMENT
Watchmaking isn't about competition and rivalry. There's so much to discover and so much to be inspired by. Constant innovation and a passion for creating beautiful objects have cemented Milus's reputation—values that have never been forgotten. The quality of workmanship, attention to detail, and the intensive search for perfection and special materials are expressions of a deep desire to "be ahead of its time." Modern design and high-quality craftsmanship are attributes that Milus has passed on through generations.
In honor of its 100th anniversary, Milus proudly presents new timepieces that are both classic and modern. The brand is dedicated to creating watches that combine technical excellence and precision with timeless design.
The goal: to create a sustainable watch model that is in close connection with its environment and is as timeless as it is authentic.
THE COLLECTION
SNOW STAR:
To mark the brand's 100th anniversary and build on its long history of watchmaking, Milus has released a new version of the "Snow Star." The model was selected by the US Navy and incorporated into its "life barter kit," issued to pilots in the event of an emergency landing. In the 20th century, US Navy pilots were given valuable, tradable items to take with them on missions to ensure their survival. These "life barter kits" often included a Milus Snow Star watch. With the reissue of the Snow Star model, Milus pays tribute to this important building block of its own history and of history in general.
ARCHIMÈDES The 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 heavily domed sapphire crystal, enhancing the model's vintage charm.
Development focused on a 41 mm case equipped with a discreet helium escape valve on the case ring at 9 o'clock. The distinctive yet understated dial and the famous "Broad Arrow" hands with Super-LumiNova ensure optimal legibility.
LAB 01
Creation and uniqueness are the core principles of the LAB 01 collection. Timeless aesthetics combined with an innovative material. With their sleek and ultra-modern design that mimics urban lines, these models reflect the elegance of an active urban lifestyle. Inspired by the Milus codes of the 1990s and mindful of the principle that "the watch speaks for itself," LAB 01 cultivates independence of spirit and uniqueness. The result: a design object that respects every personality and style.
