Choisi was founded in 1929 as a family business in Bienne, Switzerland. It produced watches under its own label and also supplied to other leading Swiss brands. During World War II, Choisi was commissioned to produce durable military watches for both sides of the war. Today, the name Choisi not only brings to mind its illustrious past but also affordable, quality Swiss-made timepieces. The 1929 collection captures the experimental spirit of the 1920s with watches bearing the iconic cushion-shaped case. The Heritage collection presents the essence of classic watch design with all watches in a round 42mm case.