Sicura
Sicura was a Swiss watch brand founded in 1939 as “Joh. Gobber, Horlogerie.” In 1951, the company was listed as “Sicura, Joh. Gobber,” and in 1955, it was incorporated as “Montres Sicura SA.” The company was owned by Theodore Sfaellos, who passed it on to his son-in-law, Ernest Frederic Schneider, in the early 1960s. Schneider became the driving force behind Sicura’s growth, producing affordable watches that followed the latest trends. In the 1970s, Sicura adapted to the quartz crisis by producing watches with quartz movements and LCD displays. In 1979, Schneider signed an agreement with Willy Breitling to purchase the rights to the “Breitling” and “Navitimer” brand names. Schneider successfully reintroduced Breitling and eventually phased out the Sicura brand, renaming the company Breitling AG in 1993. Schneider remained the President of Breitling until his death in 2015, and his son Theodore Schneider is now the owner of the company.
