BIRTH
TIME FORCE was founded by Christian Frommherz on February 8, 1991, in Wallbach, a small municipality located in the northwest of Switzerland, along the Rhine River in the canton of Aargau. The company originated in a wooden cabin next to the founder's residence, with a limited initial team. Since its inception, Time Force has been committed to offering high-quality watches with distinctive designs, seeking to differentiate itself from the traditional and conservative aesthetics of Swiss watchmaking, all at a competitive price.
In the late 1980s, Christian Frommherz had accumulated extensive experience working internationally with licensed brands, with his last position being at Benetton for Bulova. Faced with the rigidity of corporate structures and the dynamic environment of the licensing market, he decided to forge his own path. His goal was to establish a brand that could quickly adapt to an ever-evolving market, avoiding the bureaucracy that limited the capacity for innovation.
During its first decade of operations, Time Force experienced remarkable growth and established itself as a prestigious international brand, particularly standing out in key markets such as Spain, Italy, Japan, and Indonesia. In 2006, the brand had a major transformation. Although Christian Frommherz sold his shares in 1999 and distanced himself from Time Force, his influence continued to resonate within the company.
Starting in 2006, the Valentín Group, based in Madrid, took on the creative leadership of the brand. They carried out a strategic revitalization of the brand, supported by substantial investments in marketing and a comprehensive modernization of the supply chain. This period marked the beginning of a new era for Time Force, characterized by the introduction of a new logo and slogan, which retained the essence of the brand's original vision:
"ULTIMATE CONCEPT WATCHES"
One of the main marketing strategies was the use of ambassador figures; an idea first implemented by official distributors in South America, which proved effective in gaining exposure.
These partnerships with ambassadors were later replicated with influential figures of international recognition. Carefully selected to represent the style and identity of the brand, Time Force launched global campaigns and special collections featuring celebrities such as Rafael Nadal, Pau Gasol, Elsa Pataky, Cristiano Ronaldo, Óscar Córdoba, Gerard Piqué, and Alberto Contador, always maintaining a strong sense of entertainment and sportiness in their direction. The exposure and brand recognition gained during these global campaigns allowed Time Force to be represented on all continents and in over 70 countries.
MISION
TIME: Represents the core of watchmaking by measuring time, an invisible force dominated by technology. This complex and fascinating concept is only partially understood.
FORCE: Symbolizes the combination of technical knowledge and accumulated experience.
Together, they form 'TIME FORCE' or 'FUERZA DEL TIEMPO,' a name that reflects these principles in every watch. The first Time Force collection was presented by an international team with designer Willie Hau, whose vision was key in defining the brand. Time Force is distinguished by its innovative designs and a disruptive logo that departs from traditional Swiss emblems, marking its presence in the watch industry.
In 2014, Time Force faced significant economic challenges and internal disputes in Spain, leading to the suspension of its operations and one of the most uncertain periods for the brand. However, its solid reputation and international demand prompted the Swiss Trusendi family, through Time Products Corp, to acquire the brand in 2019 to ensure its continuity.
Pierre Trusendi, with an extensive background in the watch industry, took on the role of CEO to guide Time Force into a new phase. Time Products Corp, a Swiss family corporation, committed to preserving the values of Time Force and returning the brand to its Swiss roots. Under his leadership, the brand continues to stand out for its dynamic designs and high-quality watches, offering a unique experience with innovative and bold concepts while maintaining an elegant and sporty style.