Our Values
At Guinand, we don't follow fashion—we follow an attitude. For over 160 years, our brand has stood for mechanical watches with substance, crafted with care, designed with a clear eye for function and aesthetics. Our actions are based on firm convictions: We develop timepieces for people who value tradition, quality, and technical precision. Our thinking and actions reflect what defines our watches—from design and production to personal service.
Product design
Timepieces with Character
At Guinand, watches aren't created on a drawing board, but out of conviction – inspired by the brand's history and shaped by the needs of our customers. Our design is functional, clear, and authentic. Every watch should reflect what the times demand: clarity, robustness, and style. Classic, but never outdated. Modern, but never trendy.
At Guinand, our customers will find both reminiscences of our legendary pilot and sports chronographs and new interpretations with a timeless design language – always developed with the idea of creating a watch for life.
Production
Precision from Frankfurt am Main
Since 2014, our watches have been manufactured in our own factory in the Frankfurt district of Rödelheim. Here, we combine handcrafting with modern processes to guarantee the highest level of watchmaking craftsmanship. Each movement is assembled, adjusted, and tested by experienced watchmakers – step by step, with patience and dedication.
Our proximity to our customers and direct control over every production step enable us to achieve the highest level of quality – and a promise that remains: Made in Germany, without compromise.
Materials
Enduring substance
We select our materials with the utmost care: the highest quality stainless steel, anti-reflective sapphire crystal, dials with long-lasting luminous materials, and meticulously refined movements. We rely on materials that combine function and aesthetics – for watches that will endure for decades.
Longevity is not a side effect, but our goal. True sustainability is not reflected in the material alone, but in the demands that arise from it.
Quality assurance
Inspection with a sense of proportion
Our quality standards go far beyond the norm. Every watch undergoes a comprehensive final inspection, which checks its accuracy, water resistance, functionality, and finish. Our watchmakers take the time necessary – because we know you expect a watch you can rely on.
We stand by this commitment even after your purchase – with service as reliable as our timepieces themselves.
Innovations
Tradition Reimagined
At Guinand, innovation means questioning the existing and refining the tried and tested. We ensure that technical innovations meaningfully complement our timepieces – be it through new movement variants, optimized case designs, or improved legibility.
State-of-the-art manufacturing technologies and continuous product maintenance enable us to refine even long-standing models in detail – carefully but purposefully.
History
Over 160 Years of Watchmaking
Guinand looks back on a history that began in Switzerland in 1865 – and continues today in Frankfurt am Main with the same passion. Our historical roots are reflected in many of our models: be it in their design, functionality, or uncompromising robustness.
We preserve tradition not out of nostalgia, but because it gives us direction. And because it is the foundation for everything we create today.
Direct sales
Close to the customer, close to the product
We sell our watches exclusively directly – through our factory in Frankfurt or our online shop. This means no middlemen, no concessions, no hidden margins. You talk to us – and we listen.
This proximity allows us to understand customer requests, respond more quickly, and offer fair prices. For quality that has its value – but not at a premium.
Customer service
Personal. Competent. Dedicated.
At Guinand, the relationship doesn't end with the purchase. We support our customers for many years – with service based on experience, knowledge, and genuine proximity. Whether it's maintenance, overhaul, or personal consultation – with us, you're not just an order, but a valued part of the Guinand community.
Independence
Freedom in every decision
Guinand is an independent company. This means we act not according to investor interests, but based on conviction. We develop watches that we would wear ourselves. And we remain true to our philosophy – even when the market is moving in a different direction.
Our customers sense this freedom: in the consistency of our actions, the clarity of our product range, and the reliability of our promises.