KeyTime is a Swiss watchmaking brand founded in Geneva in 2025 by entrepreneur Edouard Haegi, born from a friendship between two passionate Geneva watch enthusiasts who challenged themselves to create something more than just another watch. What they set out to build was a timepiece capable of forging a genuine emotional connection — one designed to be enjoyed today and treasured tomorrow. Assembled in the brand's workshop on Rue François-Dussaud in the Les Acacias quarter of Geneva, each KeyTime is brought to life by a small and dedicated team: Romain Labat, a graduate of the Geneva School of Watchmaking and winner of the 2020 GPHG best first-year student prize, handles every assembly with precision honed among the finest Geneva maisons; Morgan Loyer, founder of the Geneva-based graphic studio La Jonx, designs the colorful and poetic illustrated dials that have become the brand's visual signature; and Maxime Rossier, a University of Geneva computer science graduate, manages the digital platform that connects each limited edition piece with its owner worldwide.

KeyTime's "Beyond Swiss Made" philosophy places local Swiss craftsmanship and creative collaboration at the heart of every component. The solar movement — powered by natural or artificial light and eliminating the need for battery changes — is produced in the canton of Basel. The brand's signature Core Capsule System, a structural insert whose engraved reverse pays tribute to the hidden mechanics of horology, is crafted in the canton of Jura. The case is produced in Nylon 12 through additive manufacturing and refined by chemical vapor smoothing in the Geneva workshop; the crown ensures water resistance even when pulled out; and the sapphire crystal, with anti-reflective coating and a laser-engraved SWISS MADE signature, is sourced from the canton of Bern. The result is a collection of affordable Swiss-made timepieces — priced from CHF 300 — whose illustrated dials celebrate the landscapes, moments, and personalities of Switzerland.