Stowa

Stowa is a German luxury and mechanical watch brand founded in 1927 by Walter Storz. Its name is formed from parts of the founder's name: “Sto” from Storz and “Wa” from Walter. The company was established in Hornberg in the Black Forest region and moved to Pforzheim in 1935, linking the brand to one of Germany's principal watchmaking and jewelry centers. Stowa's identity has subsequently been shaped by a combination of restrained German design, historically based military and navigation watches, and small-scale mechanical production. The brand's early output included conventional wristwatches and, by the late 1930s, designs associated with the modernist Bauhaus tradition. The original 1930s watch designs provide the historical basis for the present-day Antea and Partitio families. In 1939, Stowa began producing Marine Beobachtungsuhren, or marine observation watches, and large pilot watches of the B-Uhr type. These watches were commissioned for German military aviation during the Second World War. Stowa was one of only five manufacturers associated with production of these observation watches, alongside A. Lange & Söhne, Laco, Wempe, and IWC. Contemporary Stowa pilot and marine models draw on those historical forms, although they are modern consumer products rather than wartime instruments. The company endured major disruption during and after the war. Its Pforzheim building was destroyed by Allied bombing on February 23, 1945. Production subsequently restarted in Rheinfelden, near the Swiss border, where a new factory was completed in 1951. Stowa also diversified into component-related activity through the Rheinfelder Uhrteilefabrik, or RUFA, founded in 1954. In the 1960s and 1970s, its range expanded considerably, including alarm watches and a large number of model variants. Werner Storz, Walter Storz's son, joined the business in 1960 and handled overseas sales. After Walter Storz's death in 1974 and Werner Storz's death in 1998, ownership and strategic control passed through a period of transition. Jörg Schauer acquired Stowa and its trademark rights from Werner Storz in 1996. Under Schauer, the brand revived historic designs through anniversary editions and developed a more focused portfolio of mechanical watches. Stowa increasingly emphasized direct sales, with most watches sold through its website or directly from its manufacturing facility rather than through a large conventional wholesale network. This approach reduced distribution costs and supported a value proposition based on German design, mechanical movements, finishing, and relatively direct customer access. Stowa's modern portfolio includes the Bauhaus-derived Antea, the refreshed Antea back to bauhaus line developed with designer Hartmut Esslinger, pilot-oriented Flieger and Flieger Verus watches, Marine watches, Chronographs, the Partitio, the Seatime-derived Prodiver, and Fieldwatch models. Movements have principally been sourced from suppliers such as ETA and Sellita, with decoration and other finishing performed for Stowa's watches. In 2024, the company introduced its first in-house manufacture movement, designated M1, marking a significant step toward greater technical independence. On July 1, 2021, Stowa became part of Tempus Arte GmbH & Co. KG, a group that also owns Uhrenmanufaktur Lang & Heyne Dresden and UhrenWerke-Dresden. Following a brand relaunch in 2023, Stowa announced a move back to Pforzheim, described as a return to its historical roots. The brand remains active and presents itself as a specialist German mechanical-watch maker combining archival design references with contemporary production and direct-to-consumer distribution.

Stowa was established in 1927 by Walter Storz in Hornberg/Kinzigtal, Germany. The brand name combines elements of Storz's name and given name. In 1935, the company moved to Pforzheim, a major German center for watches and jewelry, and later built its own premises there. The brand's historical design language emerged during the late 1930s. In 1938, Stowa presented Bauhaus-influenced watches, a design tradition that continues in the Antea family. In 1939, it began producing Marine Beobachtungsuhren and large pilot B-watches commissioned for German military aviation. Stowa was among a small group of manufacturers associated with these observation watches. The Second World War and its aftermath severely affected the company. Stowa's Pforzheim building was destroyed during the bombing of the city on February 23, 1945. The company restarted production in Rheinfelden, Baden-Württemberg, close to Basel, Switzerland. A new Rheinfelden factory was completed in 1951, while the Pforzheim office was rebuilt. In 1954, Stowa founded the Rheinfelder Uhrteilefabrik, known as RUFA, which produced anti-shock components for movements used by other watch companies. The factory was expanded during the following decades. Werner Storz, Walter Storz's son, joined the company in 1960 and took responsibility for overseas sales. In 1963, Stowa protected the Seatime trademark, a line that later provided historical inspiration for the Prodiver diving-watch family. The company continued to broaden its range and displayed what it described as the world's smallest alarm clock at the 1970 Hannover watch fair. By then, the collection reportedly included approximately 1,000 watch models. Walter Storz died in 1974, after which Stowa became associated with the German Pallas watch cooperation, an organization intended to support specialist retailers through coordinated collections, advertising, and customer service. Jörg Schauer acquired Stowa and its trademark rights from Werner Storz in 1996. The new ownership period emphasized the revival of historically important Stowa forms. Anniversary editions included a 1997 Fliegeruhr using a Unitas 6300N movement, a 2002 Bremen D 1167 edition commemorating the Bremen aircraft's 1928 westbound transatlantic flight, and pilot editions introduced for the company's 80th anniversary in 2007. Werner Storz died in 1998. Around 2008 and 2009, Stowa moved into a new production building that also contained a museum of historic Stowa watches. The product range developed around several recurring themes: Bauhaus simplicity in Antea and Partitio, pilot-watch instrumentation in Flieger and Flieger Verus, marine navigation in Marine, diving in Prodiver, and military utility in Fieldwatch. The company also introduced a Chronograph based on an earlier pocket-watch design and revived the B-dial pilot-watch format in a modern Flieger Baumuster B. Stowa's watches have used ETA and Sellita movements, generally with brand-specific decoration and finishing. The introduction of the M1 in 2024 represented the brand's first move into an in-house manufacture movement. On July 1, 2021, Stowa became part of Tempus Arte GmbH & Co. KG, whose other watchmaking businesses include Lang & Heyne Dresden and UhrenWerke-Dresden. Stowa celebrated its 95th anniversary in 2022 and underwent a brand relaunch in 2023. The company also announced a move back to Pforzheim, reconnecting its operations with the city in which it had spent much of its history. Since approximately 2001 or 2002, Stowa has sold most watches directly to customers through its website or manufactory, using a distribution model intended to limit wholesale and retail overhead. The brand remains active as a German specialist in mechanically powered watches with a strong emphasis on archival design references.

• 2024

  M1 manufacture movement introduced

  [1]Stowaen.wikipedia.org

  Stowa releases its first in-house manufacture movement, the M1.

• 2023

  Brand relaunch and planned return to Pforzheim

  [1]Stowaen.wikipedia.org

  Stowa undergoes a relaunch and announces a move back to Pforzheim.

• 2021

  Stowa joins Tempus Arte

  [1]Stowaen.wikipedia.org

  The brand becomes part of Tempus Arte GmbH & Co. KG.

• 2008

  Move to a new production building

  [1]Stowaen.wikipedia.org

  Stowa moves into a new production building that also houses a museum of historic Stowa watches.

• 1996

  Jörg Schauer acquires Stowa

  [1]Stowaen.wikipedia.org

  Jörg Schauer takes over the brand and its trademark rights from Werner Storz.

• 1954

  RUFA is founded

  [1]Stowaen.wikipedia.org

  The Rheinfelder Uhrteilefabrik is established to produce watch components, including anti-shock parts.

• 1951

  Rheinfelden factory completed

  [1]Stowaen.wikipedia.org

  Stowa completes a new production facility in Rheinfelden while rebuilding its Pforzheim office.

• 1945

  Pforzheim premises destroyed

  [1]Stowaen.wikipedia.org

  The company's Pforzheim building is destroyed during the bombing of the city on February 23.

• 1939

  Marine and pilot observation watches enter production

  [1]Stowaen.wikipedia.org

  Stowa begins producing Marine Beobachtungsuhren and large B-type pilot watches for military aviation.

• 1938

  Bauhaus watches presented

  [1]Stowaen.wikipedia.org

  Stowa presents Bauhaus-influenced watches that later serve as the historical basis for the Antea family.

• 1935

  Move to Pforzheim

  [1]Stowaen.wikipedia.org

  The company relocates to Pforzheim, where it builds a long-term association with the German watchmaking center.

• 1927

  Stowa is founded

  [1]Stowaen.wikipedia.org

  Walter Storz establishes Stowa in Hornberg/Kinzigtal, Germany.

A German mechanical-watch brand positioned around historically grounded design, Bauhaus-influenced simplicity, pilot and marine watch heritage, direct customer sales, and comparatively accessible luxury-watch pricing.

• Bauhaus-inspired mechanical watches

  Antea

  The Antea family adapts a Stowa design first associated with the 1930s. It uses restrained proportions, clean dials, and a minimalist visual language linked to German modernism. The collection represents one of the clearest connections between Stowa's historical archive and its contemporary mechanical-watch offering.

• Bauhaus-inspired mechanical watches · 2014

  Antea back to bauhaus

  An updated interpretation of the Antea concept, developed in collaboration with designer Hartmut Esslinger and introduced in 2014. The line preserves the brand's Bauhaus reference while applying a more contemporary design treatment.

• Pilot watches

  Flieger

  The Flieger family draws on the large, highly legible observation watches produced for military aviation in the late 1930s and during the Second World War. Modern versions reinterpret the characteristic pilot-watch layout for contemporary wear rather than reproducing an original military instrument.

• Contemporary pilot watches

  Flieger Verus

  Flieger Verus applies the pilot-watch theme in a more contemporary format. It belongs to Stowa's modern aviation-oriented range and complements the historically styled Flieger models.

• Marine and navigation watches

  Marine

  Marine watches reference the marine chronometers and navigation instruments historically used to maintain accurate time at sea. Their design emphasizes legibility and a formal instrument aesthetic within Stowa's mechanical-watch portfolio.

• Mechanical chronographs · 2010

  Chronograph

  Stowa's Chronograph models are based on a former pocket-watch design. They extend the brand's historical approach beyond simple time-only watches while retaining an emphasis on traditional mechanical construction.

• Bauhaus-inspired watches

  Partitio

  The Partitio is a Bauhaus-influenced watch family inspired by a Stowa design from the 1930s. It combines a historically derived visual concept with contemporary mechanical-watch production.

• Diving watches

  Prodiver

  Prodiver is Stowa's sports-diving line, with models specified for water resistance up to 1,000 meters. Its dial and hand treatment draws on the earlier Seatime collection, whose trademark was protected by Stowa in 1963.

• Field and military-style watches

  Fieldwatch

  Fieldwatch is a tool-watch family with military design references. It broadens Stowa's historical portfolio beyond aviation, marine, and Bauhaus themes toward practical everyday watches.

• In-house mechanical movement · 2024

  M1

  M1 is Stowa's first in-house manufacture movement. Its introduction in 2024 marked a technical and strategic step beyond the brand's longstanding use of ETA and Sellita-based movements with Stowa-specific decoration and modifications.

• 2026FIA World Rally Championship partnership

  International

  Reference material states that Stowa entered a partnership with the FIA World Rally Championship and would serve as Official WRC Time Keeper and Watch Partner for coming WRC seasons.

  Source

• 2024

  Introduction of the M1 manufacture movementProduct launch

  Background

  Stowa had historically relied largely on ETA and Sellita movements, enhanced through decoration and brand-specific work.

  Action taken

  The brand released its first in-house manufacture movement, designated M1.

  Aftermath

  The launch increased Stowa's technical independence and expanded its manufacturing credentials.

  Source

• 2023

  Brand relaunch and return to PforzheimStrategy

  Background

  Following the brand's 95th anniversary, Stowa repositioned its presentation and revisited its historical connection to Pforzheim.

  Action taken

  The company launched a comprehensive brand relaunch and announced plans to move back to Pforzheim.

  Aftermath

  The move was framed as a return to the city where Stowa had spent much of its history.

  Source

• 2021

  Integration into Tempus ArteM&A

  Background

  After approximately 25 years under Jörg Schauer, Stowa changed ownership.

  Action taken

  On July 1, Stowa became part of Tempus Arte GmbH & Co. KG.

  Aftermath

  Stowa became part of a group that also owns Lang & Heyne Dresden and UhrenWerke-Dresden.

  Source

• 2001

  Expansion of direct-to-consumer distributionStrategy

  Background

  Stowa sought to sell most watches without relying on a broad traditional wholesale and retail network.

  Action taken

  The company increasingly sold through its website and directly from its manufactory.

  Aftermath

  The model reduced distribution overhead and supported more competitive pricing relative to brands using extensive intermediary networks.

  Source

• 1996

  Acquisition by Jörg SchauerM&A

  Background

  Stowa's ownership and trademark rights changed hands after Werner Storz's period of control.

  Action taken

  Jörg Schauer acquired Stowa and its trademark rights from Werner Storz.

  Aftermath

  The brand entered a period focused on reviving historically important Stowa designs and developing a modern mechanical-watch portfolio.

  Source

1. 1Stowaen.wikipedia.org