Armin Strom is one of the smallest complete watch manufactures in Switzerland. Based in Biel and making under 1,000 watches per year, Armin Strom has all of the capabilities and equipment in house required to produce a fine watch from A to Z.

Now owned by the Michel family, and headed up by Serge Michel, this brand was founded by now-80-year-old watchmaker Armin Strom in 1981 when he skeletonized his first pocket watch.

In 2007 watchmaker and technician Claude Greisler joined the Michels with enthusiasm and a host of great ideas; this was the moment when the boutique brand as it is known today was born.

Since 2009 Armin Strom has introduced about one movement per year, including a tourbillon in 2012 and the most recent highlight: the Mirrored Force Resonance, a true technical tour de force.

As you can plainly see in the video below, in making its own watches Armin Strom does as close to everything itself as is possible. This explains why the brand’s Watch Configurator tool works so well and why manufacturing and service time is very short here. About 70 percent of watches sold by Armin Strom are customized in some way (see Watch Modding By The Brand: Quill & Pad Team Members Play With the Armin Strom Watch Configurator And Share Their Results).

Take a personal tour through the manufactory with The Watches TV.