Alfex founders retire, new team takes over

The founders of Alfex, the upscale Swiss watch brand, have retired and turned its control over to their long-time business manager, according to an official company statement.

Alfa Grosa, for whom the brand was named, and Paul Perlmutter left in early July. Replacing them are Michaela Bresson, in charge of marketing und sales for several years, and Hans U. Saurer, the company’s business manager for 20 years. Sauer also now holds the majority of voting shares in the company.

Alfex, established in 1974, produces some 300,000 watches a year. In the past year, it also started producing its own jewelry, under the Alfex name.

In the United States, Canada, and the Caribbean, Alfex watches and jewelry are distributed by Eurotime Corp. of New Rochelle, N.Y. The change in the Swiss watchmakers’ management won’t affect Alfex’s operations in the United States, says Eurotime president Daniel Bogue.

Alfex watches, which retail for $250 to $1,295, are currently sold by about 230 independent U.S. jewelers. Bogue wants to increase that to 400 or more, especially in the Mid-Atlantic states, in the next few years.