01 — SELF-WINDING
Automatic
A mechanical movement powered by a mainspring that is wound through the wearer's motion. No battery required; craftsmanship and mechanical character are central to its appeal.
AMA360 / KNOW-HOW
Watchmaking.
From the first creative brief to the finished timepiece, AMA brings together design, technical development and selected manufacturing partners. Each commission calls for the right movement, production pathway and level of customisation.
01 / THE MOVEMENT
What makes a watch tick?
The movement shapes how a watch works, feels and is maintained. We help clients choose a technology that fits their concept, audience and budget.
02 — ELECTRONIC
Quartz
Uses a quartz oscillator and, typically, a battery. An excellent choice for accuracy, convenience, slimmer designs and cost-conscious programs.
03 — HAND-WOUND
Manual winding
A traditional mechanical movement whose mainspring is wound by turning the crown. A deliberate, tactile connection to the art of watchmaking.
02 / ORIGIN & PRODUCTION
More than one way to make an exceptional watch.
Movement origin and watch origin are not the same thing. We evaluate the manufacturing architecture for each project, rather than prescribing a single answer.
Japanese movements
Established Japanese movement families offer reliable quartz and mechanical options across several performance and price levels. They can free up budget for case finishing, dial design or packaging without sacrificing the project's purpose.
Swiss movements
Swiss movements bring a distinct manufacturing provenance and a wide choice of specifications. Using one does not automatically make the complete watch Swiss Made.
THE SWISS MADE STANDARD
Swiss Made is a legal standard. Not simply a label.
The words Swiss Made are a legally protected indication of origin for the complete watch, governed by Swiss law. A Swiss movement alone is not enough.
To qualify, a watch must meet a defined manufacturing process and specific origin requirements, including:
- A qualifying Swiss movement
- Technical development in Switzerland, as required by the rules
- Casing-up and final inspection in Switzerland
- At least 60% of the watch’s manufacturing costs incurred in Switzerland
DESIGN & DEVELOPMENTSWISS MOVEMENTCASING-UPFINAL INSPECTIONORIGIN VERIFICATION
Compliance & verification. Swiss Made is a legal designation, not an automatic certificate issued for every watch. Manufacturers must be able to substantiate compliance through technical, manufacturing and cost records; independent verification or certification may be arranged where applicable. The right to use the designation depends on the actual production program.
Swiss Federal Institute of Intellectual Property — official requirements ↗03 / THE AMA APPROACH
Your vision. Our expertise. The right production pathway.
From Japanese and Swiss movement options to complete Swiss Made programs, AMA360 helps brands, companies and institutions balance design, technical requirements, manufacturing origin, quantities and budget.
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