Endura S.A. is Swiss watch manufacturer founded in 1966 by General Watch Company (GWC) in Biel/Bienne, Switzerland, for the purpose of manufacturing watches under “private label”. This company was also part of the merger between ASUAG and SSIH into SMH, now the Swatch Group
Endura grouped with the Swatch Group (formerly SMH). There is no more information about Endura but is look like this watch was under a number of different labels, so it is possible that the basic watch was purchased by various Swiss companies and labeled with their logo.
In 1971 Certina becomes a founding member of the General Watch Co. (GWC) initiated by the ASUAG. Additional members are Edox/Era, Endura, Eterna, Longines, Mido, Rado, Rotary and Technos.
Please remember that this is an unofficial account of the history of this company, Should you happen to find any mistakes with our information then please let us know at
