Brand Heritage
Founded by Peter Haas in 1938
Jaguar was founded in 1938 by watchmaker Peter Haas in Muralto, on the shores of Lake Maggiore in Ticino. Instead of using his family name he chose the jaguar as the brand's symbol of strength and elegance. By the 1960s Jaguar was established internationally, especially for its sports watches.
A Swiss brand with almost 90 years of history and a clear identity — the power and beauty of the jaguar.
Part of the Festina Group Since 1989
The Festina Group acquired Jaguar in 1989. Since then Jaguar has had access to the group's Swiss factories and movement expertise, and in 2003 it launched the '1938' collection for its 65th anniversary.
Jaguar combines its own heritage with the industrial strength of a major watch group — Swiss quality at a reachable price.
Built for the Water
Jaguar's dive collections are designed to withstand pressure equivalent to 200 metres, in 316 stainless steel with sapphire crystal.
A real Swiss diver, not just a dive look.
Mechanics on Show
The Automatic Balancier collection uses a movement developed within the Festina Group with a visible balance, so the owner can watch the mechanism beat.
Let the client see the balance working — it turns a watch into a small machine they can admire.
Customer Profiles
Swiss-Value Seeker
Wants the credibility of Swiss Made without luxury pricing.
Key Motivations- Swiss Made
- 316 steel and sapphire crystal
- Fair price for the specification
Sport & Dive Enthusiast
Active client who swims, dives or wants a robust sports watch.
Key Motivations- 200 m dive collections
- Chronographs
- Robust construction
Mechanical Newcomer
Curious about automatic watches and wants to see the movement.
Key Motivations- Visible balance on Automatic Balancier
- Automatic chronographs
- No battery
Connected Professional
Wants a Swiss-brand watch that filters notifications without a screen.
Key Motivations- Real analogue dial
- Filtered notifications and call reject
- Second time zone and weather functions
Discovery Questions
- Do you want a sporty watch, a dress watch, or something for diving?
- Quartz, automatic or connected — which matters most to you?
- Is Swiss Made important to you?
Product Recommendations
Dive collection built for 200 m, with automatic versions available
Group-developed automatic with a visible balance
Swiss automatic chronograph in a classic sport design
Hybrid with notifications, activity tracking and weather functions
Ceramic collection GMT — reads a second time zone
Movement Explanation Guide
Quartz
- Swiss quartz models across much of the range — precise and low maintenance.
- Jaguar Connected: a hybrid with real hands, filtered notifications, activity tracking and weather functions via the Jaguar Connected app.
Automatic
- Automatic Balancier: a movement developed within the Festina Group with a visible balance — you see the 'heartbeat' of the watch.
- Swiss automatic chronographs (Le Chronographe) and automatic divers (Pro Diver), plus Héritage and Cœur automatics for women.
Upsell Opportunities
Closing Script
This Jaguar gives you Swiss Made quality and real watchmaking substance at a price that stays reasonable — exactly what you were looking for. Shall we adjust it to your wrist?
Objection Handling
Isn't Jaguar the car brand?
No — Jaguar watches are an independent Swiss watch brand founded by Peter Haas in 1938, unrelated to the car maker, and part of the Festina Group since 1989.
- Swiss watch brand since 1938
- Founded by watchmaker Peter Haas
- Festina Group since 1989
Why Jaguar over other Swiss brands at this price?
Jaguar is backed by the Festina Group's own Swiss factories, which supply movements and components, and its watches use 316 steel and sapphire crystal throughout.
- Group-owned Swiss production
- 316 steel and sapphire crystal
- Quartz, automatic and connected choices
Is a connected Jaguar still a 'real' watch?
Yes — it keeps a traditional analogue dial and hands. The smart functions run in the background through vibrations and the hands themselves.
- No screen
- Notifications by vibration
- Classic Jaguar design
Quick Reference
Brand Certification
Complete the Jaguar Brand Certification to demonstrate your expertise and qualify as an authorized specialist in-store.
Certification Path
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01
Study the Brand DNA
Understand the brand's core pillars, founding story, and what makes it unique in the watch landscape.
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02
Master the Collections
Learn each collection's positioning, target customer, and hero model. Recommend confidently based on customer profile.
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03
Practice the Selling Framework
Run through the discovery questions, product matches, and objection responses until they feel natural.
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04
Complete the Assessment
A product knowledge test covering brand history, collections, and selling technique. Minimum passing score: 80%.
Contact your brand representative or contact the WatchDNA training team to schedule your assessment.
Jaguar on YouTube
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