Squale’s Story In a Docufilm Worth Watching

As Squale devotees, we’d like to point out the Squale website where you can watch the new, unmissable documentary about the brand founded by Charles von Büren back in 1959 and so well lead by Andrea Maggi today. Here’s the premise: it is obviously enjoyable by those who are approaching the brand for the first time or who just have a limited knowledge of it, because the overview it offers – in four episodes, for a total duration of half an hour – is truly representative of the brand with an Italian heart and Swiss technique. But at the same time, for the details and anecdotes, it’s also a must-see for those who think they already know everything about Squale.

THE BEGINNING OF IT ALL: THE VON BüREN S.A. FABRIQUE DE MONTRES

The documentary’s protagonists, in addition to the watches, are Squale’s number one, Andrea Maggi; the founder’s delightful daughter, Mrs. Monique; and the greatly-chosen narrator, Duncan Casey, timely weaving the plot threads with his almost hypnotic voiceover. The beginning, with great perspicacity, depicts a striking suggestion for the company name. Sharks have been the oceans’ supreme predators for 400 million years. In the same time frame, dinosaurs have evolved and become extinct, while humans arrived technically just “fifteen minutes ago” (and, consideration that is not part of the documentary, they keep trying to extinguish each other)! So it is only fair to grant the opening to such a name perfectly chosen for one of the institutions that has most contributed to the creation of one of the most commercially successful segments in the mechanical watch industry: divers. With the “Von Büren S.A. Fabrique de Montres”  – this was the name of the early days (only from ’59 did it become Squale) – which between the 1960s and 1970s, in addition to its own production, was also and above all one of the most important component suppliers – including movements and cases – to Swiss brands, large and small, guaranteeing a top quality. So much so that the Squale logo at 6 o’clock had become a must, even for brands such as Blancpain, Doxa and Tag Heuer.

THE PAST: WATER, AND A FAMILY PASSION THAT BECAME A WATCH

It is interesting to hear Andrea Maggi’s words on the choice of Ticino as a logistical base. “I think this area – he explains in the video – is a perfect combination of Swiss watchmaking tradition, but at the same time it allows us to keep our Italian soul. Because we are very close to Italy. We are Italian. And Italy means sea… When I go there, I love the sea. I love to dive. I love to swim.” Getting more specifically into watchmaking, Maggi adds: “What sets Squale apart from its competitors is the real-world diving and testing experience, which takes place in another famous lake, a few hours north of the Swiss border… in the renowned Lake Neuchâtel, in the heart of the Swiss watchmaking industry, which with a maximum depth of 152 meters and relatively stable conditions, is perfect for testing and experimenting with diving watches underwater. And so are Monique’s words about lifelong memories, the brand, and her father. The character, the passions, and over all, of course, the sea. And diving. Or the technical choice, in its own ingenious way, to make the minute hand as visible as possible, for what is still one of the brand’s most distinctive features. And again the anecdotes of when, during the 1960s, they hosted the great champions of international freediving such as Jacques Mayol.

THE PRESENT: FROM THE ITALIAN POLICE DIVING UNIT’S “POLIPETTO” TO THE DRASS GALEAZZI

The docufilm, through Andrea Maggi’s words, also recalls the transfer of ownership. After nearly four decades of pioneering work with dive watches, in the 1990s Charles von Büren passed on the leadership to the Maggi family of Milan, the brand’s historic distributor in Italy since the 1960s. Then, in 2005, it was our dear friend Andrea Maggi who took command, until the great and very stylish relaunch dated 2017, also thanks to the highly sought-after partnerships with special departments of military and police corps in different countries – true specialized gear not for sale to the public in several cases – and which today is successfully available all over the world both through online and traditional sales channels, with official dealers distribution. The last few years, as everyone knows, were punctuated by the production of limited-edition specimens which were all sold out, and by great Chrono24 performances; let’s only mention the recent Drass Galeazzi (from 2021), in collaboration with one of the most illustrious brands in diving technology, reintroducing the iconic Master case. As well as highly sought-after pieces specifically supplied for special corps and therefore, as mentioned, strictly not for sale to the public; think of the Octopus 2002, i.e., the legendary “Polipetto” – from the logo of the Italian Police’s Nucleo Sommozzatori Diving Unit (launched just in 2017 and still part of the official equipment of the CNES divers in La Spezia). While among the non-restricted production the documentary depicts the Sub-39, inspired by some very rare cases produced by the brand in the 1950s, and which in 2019 has been chosen as a celebratory model to mark Squale’s 60th anniversary.

THE FUTURE:MAINTAINING THE FOUNDING VALUES (PASSION, QUALITY AND COMPETITIVENESS) AND INDEPENDENCE TO KEEP BEING AN INCREASINGLY GLOBAL BRAND

The documentary also addresses what is to come, with questions from Duncan Casey. This is Andrea Maggi’s response on Squale’s evolution over the years: “The main changes are the result of research on materials used in the dive watches production. These new technologies and improvements in diving force us to give our best, always. The most difficult thing, or the challenge, is to maintain the level of quality in every decision the company makes along Squale’s development. And Squale is not interested in trends or in following fads. Instead, we must continue to honor our values, our special history and our heritage.”

Besides, these are his thoughts on the brand’s future: “I see Squale growing internationally. It should remain a niche brand. However, I am very confident for the future because we are building a strong team to face the future challenges, the growing market, the world’s growth. We have to keep an eye on our values, our heritage, our extremely competitive prices and quality. All that gives Squale a feeling of freshness, a sense of pioneering. And we share Mr. von Büren’s passion!”

In short, if you have a weakness for the watches with the shark at 6 o’clock, this is a must-see documentary. As far as we are concerned, as the industry’s press organ loving independent organizations above all, and as Squale’s friends, we can whisper to you that the brand’s future is bright because Andrea Maggi will focus always more on the extraordinary legacy of the historical archive, with interpretations in a modern key well represented by the very recent and already cult models like the Drass Galeazzi or the Master Marina Militare, and maintaining an independence that today, even in the high and very high range, is a sign of a huge planetary success. So we only need to add that we hope you will enjoy the show, warning you to expect some good stuff!

By Michele Mengoli