Let's Talk About Titoni!

Titoni - a brand within Felca which was formed by Fritz Schluep in Grenchen, Switzerland in 1919 as Felca AG. Fritz was focused early on in developing markets outside of Switzerland and fairly early on had distribution networks in Germany, the US, and in Japan. Felca was equally focused on watches for men and women and produced a large number of fashion watches throughout the 1930s/40s. During WWII, Felca was awarded a contract to produce 30,000 watches for the US Army. It was in 1950 that the name "Titoni" came into use by Felca as a result of Bruno Schluep, Fritz's son, developing a business partnership with a businessman in Singapore. The watches would be aimed at the Southeast Asia market and using the Titoni brand name to signify a more expensive line, they would also include the logo of the "meihua" or "plum blossom". With the success of the Titoni brand, the name of the company was changed to Felca & Titoni Uhren AG in the 1960s with Bruno Schluep now running the company since Fritz's death in 1959. Felca watches were primarily sold in Europe and Titoni in Southeast Asia. In the early 1970s, Titoni launched its most successful models the "Race King", a chronograph, and the "Space Star", a sport watch. (Interesting side note - the "Race King" chronograph can also be found in the exact same design with the Felca brand on the dial - very rare in very good condition) Felca/Titoni was hit hard by the quartz crisis of the 1970s and with the death of Bruno in 1981, his son Daniel Schluep took the reigns. Daniel steered the company through the crisis and today Titoni remains an independent Swiss brand with a 90+ year history of independent Swiss watchmaking with Daniel still managing the firm as CEO and owner.

An excellent history of the brand can be found at this link: https://www.ethoswatches.com/the-watch-guide/titoni-the-brand-story-2/

Here are some vintage examples from my collection:
 

Titoni Race King (1971) ref. 3000RK Movement: Manual Valjoux 7734 Case size: 39mm NOS - all original including original signed bracelet

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Titoni Race King (1971) ref. 3000RK Movement: Manual Valjoux 7734 Case size: 39mm NOS - all original except for replacement strap

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Titoni Race King (1971) ref. 3000RK Movement: Manual Valjoux 7734 Case size: 39mm NOS - all original except for replacement strap 
 

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Titoni Cosmo 88 (1970s) ref. A9265 Movement: Automatic ETA 2789 Case size: 43mm NOS - all original except for replacement strap 

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Titoni Space Star 939 (1970s) ref. A9897 Movement: Automatic ETA 2790-1 Case size: 38mm NOS - all original except for replacement strap 

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Titoni Space Star Aerospace 1199 (1970s) ref. A9931 Movement: Automatic ETA 2789 Case size: 35mm Condition: NOS - all original including original integrated signed bracelet

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Titoni Airmaster Rotomatic 25-J (1970s) ref. A8433 Movement: Automatic ETA 2452 Case size: 35mm Condition: This could be a redial - dial surface is a little suspect and it did come from India - so...

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Good to see a brand I know nothing about! Thanks for the education :)

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Great post. I used to spend a lot of time in Malaysia and Singapore and these were sold in quite a few shops. They still make some really good watches.

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Great post.  I hope that most of those are yours.  FYI, they are among the most counterfeited brands out there.

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i remember my father talk they are great watch back in 1980 but i never heard about them nowadays. great knowledge, thx 🙏🏻🙏🏻

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What a fabulous collection you have there! I only have 1 Titoni in my collection. 

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Vintage Titoni references and Felcacare wonderful and new Titoni references coming to market have their own virtues. 

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My mom had not heard of Tudor but she knew about Titoni. They must’ve been quite popular back then!

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Aurelian

Great post.  I hope that most of those are yours.  FYI, they are among the most counterfeited brands out there.

I know - you can find all kinds of "Titoni" watches in India on eBay. Definitely a situation of buyer beware. Make sure you get a photo of the movement and that you can correlate that movement to the original issue of the reference. It would be great if someone produced a comprehensive book on Felca/Titoni so that we could all use it as a buying reference.

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Wow, that Race King looks like something that could be sold today and still look modern!

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Titoni are ones I see a lot of on eBay over the last 10 years or so, but have avoided due to concerns with actual provenance (not with the brand mind). Same with Favre-Leuba, which was posted the other day. I’ve been burned by Rado and Enicar, so I will emphasise on the whole buyer beware angle.

I do like a lot of the TitonI watches I see, especially the Race King. 

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Thanks for sharing this article. Titoni was quite a hyped watch in Singapore in the 80s-90s, in fact my grandfather left me a Titoni gold watch which I treasure very much. Titoni was also better known as the “cherry blossom” watch brand in Hong Kong (where I am based now), and was also a very popular brand in HK.

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chronotriggered

Titoni are ones I see a lot of on eBay over the last 10 years or so, but have avoided due to concerns with actual provenance (not with the brand mind). Same with Favre-Leuba, which was posted the other day. I’ve been burned by Rado and Enicar, so I will emphasise on the whole buyer beware angle.

I do like a lot of the TitonI watches I see, especially the Race King. 

Agreed - avoid buying from India. If you search the Spanish and German dealers you can find some really beautiful watches that are legit. One of my favorites is Watches83.com from Spain. Sigfrid and Silvia are great and come up with some really great NOS 1970s classics. Watchflair in Germany is also a great dealer with higher end vintage watches in impeccable condition. My Race King on the original bracelet was a HODINKEE purchase - I just lucked out that Wednesday morning because I was on vacation and could jump on the site when the listings first went up.

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Hey - looks like Titoni just released a vintage style Heritage chronograph - very nice looking but a little pricey at $2,400

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https://www.titoni.ch/en/collection/gents-watches/heritage/detail/94019-s-st-682.html