Titoni: history, models and value

Founded

1919

Founder(s)

Fritz Schluep

Headquarters

Grenchen

Owner / group

Independent (Schluep family)

Titoni: origins and founding

Fritz Schluep founded the company in 1919 in Grenchen, a watchmaking town at the foot of the Jura in Switzerland. It started as Felca, and early sales went to Germany, America and Japan. The Titoni name was introduced in the 1950s, in 1952 according to the company, and the business later became Felca & Titoni Watches Ltd. and then Titoni Ltd. For many years, Felca-branded watches were sold mainly in Europe and Titoni watches mainly in Asia.

Founders and family

Titoni has stayed in the Schluep family for four generations. Fritz Schluep led the company until his death in 1959. His son Bruno, who joined in 1938, then took over and built the contacts in Asia. Bruno's son Daniel became head of the company in 1981. Marc and Olivier Schluep, the fourth generation, joined in 2022.

Titoni history and milestones

• 1919: founding in Grenchen.
• 1944: Bruno Schluep makes first contact with Chinese businessman Koh Mui Yew, the start of the brand's strong position in Asia.
• 1950s: the Titoni name and the stylized meihua (plum) flower logo.
• 1969: launch of the Airmaster, still a core collection.
• 1970s: Titoni adds quartz watches alongside mechanical ones.
• 2006: the Master Series with COSC-certified chronometers.
• 2019: the T10, the first movement developed and made in-house by Titoni.

Famous Titoni models

• Airmaster: the brand's best-known line since 1969.
• Felca moon phase (1956): a hand-wound watch with moon phase, day, date and month.
• Race King (1971): a watch with stopwatch and speedometer functions.
• Seascoper (1979): a robust, water-resistant diver's watch.
• Cosmo and Master Series: modern automatic collections.

Movements and technique

Like most mid-price Swiss brands, Titoni has mainly used Swiss movements from outside suppliers, both mechanical and quartz. Chronometer-certified models came with the Master Series in 2006. In 2019 Titoni introduced the T10, its first in-house movement.

Titoni today

Titoni is one of the few remaining independent Swiss watch companies. It is based in Grenchen and run by the Schluep family. The brand sits in the mid-price segment and is strongest in the Far East, especially China and Hong Kong. It is sold in around 45 countries.

Titoni prices on the pre-owned market

Titoni and Felca watches are not major collector brands, so most pre-owned pieces sell for moderate prices. Demand is strongest in Asia. Mechanical vintage pieces in good original condition, and gold-cased models, are the most interesting. Modern Titoni watches usually sell below their retail price. A full set with box and papers, a working movement and an unpolished case help most.

How to recognise a genuine Titoni

Look for the Titoni name with the flower logo on the dial, and clean engravings on the caseback. Older watches may be signed Felca instead, which is normal and not a sign of a fake. Check that dial, hands and movement fit the period. For general tips, see our guide on how to spot a fake watch.

What is your Titoni worth?

To find out, take photos of the dial, caseback and movement if possible, and use our free watch value estimate. If you need a written valuation for an estate or insurance, you can order a watch appraisal.

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