About
My Swiss Watch (MSW) — Swiss watchmaking reinvented
More than just a brand, MSW is the realization of an absolute passion for the art of watchmaking, rooted at the very heart of its historical birthplace.
Our story & our origins
The MSW brand was founded in 2017 in Les Bois, in the Franches-Montagnes, Canton of Jura in Switzerland — a region where time does not simply pass, but is crafted with patience and precision for generations.
The idea to create MSW was born from a simple yet profound observation: Swiss Haute Horlogerie is a masterpiece of technical skill, but it has sometimes become distant from those who are passionate about it by becoming inaccessible or too conservative. The initial vision was clear: to pay tribute to traditional Swiss expertise while shaking up graphic and technical codes to offer contemporary, distinctive, and absolutely reliable timepieces.
The founder's message
"Watchmaking is not just a profession, it is a heritage that runs in our veins."
Behind MSW, above all, there is a child of this watchmaking region. I am Denis Chappatte, founder and CEO of the brand. My connection with Swiss watchmaking has been forged over more than 30 years of passionate experience in watchmaking technology. Living and working at the heart of this Jura ecosystem, I wanted to create watches that I myself would have dreamed of wearing: pieces with character, robust, that tell a story and stand the test of time without aging.
Our DNA — What Sets Us Apart
The Lifetime Warranty: Our Absolute Commitment
Our lifetime warranty with free lifetime maintenance is not a marketing argument — it is tangible proof of the complete confidence we have in the craftsmanship of our products. No compromise on quality, ever.
The Boldness of Design — The Flanker Spirit
We do not compromise. Our lines, like the Flanker Sport, range, combine the power of contemporary design — ultra-precise 3D visuals, dynamic structures — with the rigor of Swiss technical specifications. An aesthetic inspired by the world of rugby: power, solidarity, character.
A Local and Authentic Foundation
Our watches do more than carry the Swiss Made label — they embody the spirit of our region.We work in a short supply chain with local partners to guarantee impeccable assembly and finishing quality. Each piece is assembled in the Franches-Montagnes, the historical cradle of Jura watchmaking.
Passion before marketing
At MSW, every detail matters. From the first 3D rendering to the final case, we create for enthusiasts, collectors, and lovers of exclusive items who seek a distinctive watch, far from mass production.
The MSW tribe — Much more than a watch
Wearing an MSW watch means joining a community of enthusiasts who share the same values: excellence, authenticity, character. A tribe inspired by the spirit of rugby — that sport where collective strength, unwavering commitment, and respect for the opponent define greatness. Like on the field, an MSW never gives up.
Assert your taste for Swiss excellence while claiming a unique freedom of style — this is what it means to wear an MSW.