SAGA — 世家表 in Chinese — is a watch brand of the Dailywin Watch Group, founded in 1950 and headquartered in Hong Kong. Since the establishment of the brand SAGA has adhered to the concept of "Creating Art With Technology", adopting advanced watch science and technology to continue the art of time and to create a new life form with a degree of relaxation for a new generation of wisdom and beauty.

With its brand positioning of affordable luxury watches worn as jewellery, SAGA has presented its self-developed DNA bracelet watch collection to consumers worldwide. Since 2019 the brand has also drawn on aerospace design concepts and aerospace materials, launching the SAGA SPACE collection. The range is organised into the SAGA STELLA, SAGA SAFRAN, SAGA SPACE, SAGA SIGNATURE and SAGA JEWELRY series.

SAGA STELLA is the brand’s fashionable jewellery watch series, and every year SAGA launches STELLA products jointly with well-known cross-industry designers. Its pieces are named rather than numbered: Illusion, inspired by the brilliance of the aurora borealis, sets multi-angled crystal stones into the bangle around a colourful dial and a case of its own shape; Square Lock takes the form of a lock as a symbol of romance, loyalty and love, and is offered on a bangle or on a leather strap; and the series also includes Little Golden Horse and Mermaid. It is the clearest expression of the brand’s positioning — a watch worn as a piece of jewellery rather than as an instrument.