Written by Menswear Style in Interviews on the 16th December 2022

Alpina was founded in 1883 when Swiss watch making visionary and alpinist Gottlieb Hauser founded the “Alpina Swiss Watchmakers Corporation”, and in doing so united the leading Swiss independent watchmakers, who became known as the “Alpinists”. Initially, the Corporation was developed to optimise the manufacturing of movements and watches by forming a union of manufacturers and suppliers, but Alpina soon began producing in-house calibers. In the 1920s, Alpina was already being sold in 2,000 outlets worldwide, an exceptional figure for those days. It is no exaggeration to say that Alpina was one of the first leading manufacturers of Swiss watches. More than any other watchmaker, Alpina was responsible for the sports watch as it is known today. Gottlieb Hauser was convinced that Alpina would become supremely successful worldwide for the quality, durability, precision and design of his watches. He wanted to provide sportsmen, engineers and adventurers with the ideal watch. His vision became reality in 1938 with the Alpina "4". In that year, Hauser revolutionised the sports watch by imposing the four essential principles for any watch to be called a true "Sport Watch."

In a recent episode of the MenswearStyle Podcast we interviewed Oliver van Lanschot Hubrecht, Brand Director at Alpina about the rich history of the watch brand which launched with the aim to create sturdy timepieces to withstand the harsh environmental elements. Our host Peter Brooker and Oliver talked about designing watches for the aviation industry, what the role of Brand Director involves, using recycled materials, marketing brand stories, and what new timepieces are in the pipeline for future release.

“My role is to develop the brand from a commercial perspective, as well as from an awareness perspective. So, I really have a central role within the company. I'm working with all the different departments such as communications where there’s a responsibility for developing the marketing and communications activities but then also have an eye on product development. It's really, let's say, a very hybrid roll, which makes it extremely interesting because you really have an overall view on the first ideas of the development of the watch, all the way to the distribution, and to the moment where it is sold. The sustainability topic is an extremely interesting one and goes much further than the product. Of course, we've been working now for the past couple of years at really implementing the sustainability roadmap. We’re really looking at how to integrate that into our mission but then also, at how we can really act as a company and fully act in a sustainable manner. We've already started to use some recycled materials through partnerships, but we've still got a long way to go.”

This is a shortened transcribed edit of episode 182 of the MenswearStyle Podcast with Oliver van Lanschot Hubrecht, Brand Director at of Fine Swiss Watchmaking company alpinawatches.com. You can listen to the full version on Apple Podcasts, Spotify, or your favourite podcast player.

Founded by Gottlieb Hauser in 1883, Alpina Watches are known for their Fine Swiss Watchmaking. Here we interview Oliver van Lanschot Hubrecht from the brand.