DWISS (short for Design Watch Independent Switzerland) is an innovative Swiss microbrand specializing in distinctive design‑led mechanical and automatic wristwatches. Founded in 2011 by industrial designer Rafael Simoes Miranda, the brand’s core mission is summed up in its motto: “Any watch can tell time; DWISS tells it differently.” — reflecting its focus on unconventional time displays, architectural case designs, and artistic expression through horology.
DWISS combines Swiss precision engineering with bold, creative aesthetics, often using limited production runs and award‑winning design concepts to stand apart from mainstream Swiss brands. The brand is particularly recognized for innovative time display systems (e.g., Signature Hours, Wandering Hours), pioneering use of materials such as niobium, and multiple international design awards (including iF Design Awards and Good Design Awards).
Key products include collections such as M3S (Signature Hours) and the A1 PowerLume — a recent sports‑inspired Swiss automatic featuring a La Joux‑Perret G100 Soigné movement with a 68‑hour power reserve and bright Super‑LumiNova® indexes. Each collection is produced in strictly limited numbers to preserve exclusivity and collectible appeal.
2011
DWISS (Design Watch Independent Switzerland) was founded by industrial designer Rafael Simoes Miranda in Lugano, Switzerland, with the ambition to create innovative Swiss watch designs that redefine time telling. (Official brand history)
2012
DWISS produced the world’s first niobium watch — the CLASSIQUE CBMM — in collaboration with Brazilian mining company CBMM, earning its first International Design Award and pioneering the use of niobium in horology. (Historic milestone)
2019
Launch of the *Watch Design Club*, a community initiative inviting enthusiasts to co‑create watches alongside DWISS, blending collector involvement with design innovation. (Community engagement)
2021
DWISS celebrated its 10th anniversary with special editions including the *M3W* and *R2*, recognized with multiple international design awards and showcasing its design evolution. (Anniversary milestone)
2024
DWISS was named one of the *Top 100 Luxury Jewelry & Watch Brands* globally in the 2024 Luxury Lifestyle Awards, affirming its creative influence and design leadership among international brands. (Industry recognition)
2025
The *A1 PowerLume* collection was released featuring a La Joux‑Perret G100 Soigné movement with 68‑hour power reserve and advanced luminescence, showcasing modern sports design and technical refinement. (Recent product launch)
