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The dynamism of the brand is one of the commercial priorities, but the clue to succeed is to re-capture the "Alpinist Spirit". It is the Alpinist Spirit that made the brand so strong in the past. The new Alpina company aims to re-create a modern version of the "Association of Alpinists", bringing together selected retailers, distributors and the new Alpina factory. At first, only a few retailers in a few countries will be selected, noe of which being Raineri Jewelers. They will form the initial circle. With these first retailers, Alpina plans to develop close relationships and co-develop future collections and various interesting new marketing activities.

We look back to 1883, the founding year of the association of manufacturers and retailers of watches that evolved into Alpina. Its members called themselves affectionately the "Alpinists", and they all shared the same target: the success of the Alpina watch.

The first horological cooperation
Everything started in 1883 when Gottlieb Hauser, watchmaker in Winterthur, founded the Swiss Watchmakers Corporation ("Corporation d'Horlogers Suisse"). A number of watchmakers joined to purchase watch components and organized their manufacturing. Quickly, the new concept gained acceptance. Together with qualified manufactures, the Association started to develop its own calibres and to enlarge its distribution network. Ebauches (the base of a calibre) were produced by the Alpina Ebauche Factory in Geneva, owned by Duret & Colonnaz, which played also an important role in the construction of the first Alpina calibres. Final steps in the manufacture of the calibres were performed in Bienne, the place of the head quarters of the Association as of 1890. Success was swift and representations were set up in Germany as well as in East and Northern Europe. In 1901, the name "Alpina" was registered as a trademark at the same time; it would only appear on the dials of high-end watches. From the beginning, Alpina watches were manufactured with high quality components, amongst others Brequet spirals, balance wheels with gold screws and heavy gold cases.

Alpina Glashütte 1909-1922
In order also to participate in the German watch-manufacturing base, Alpina Union Horlogère founded the "Präcisions-Uhrenfabrik Alpina" in Glashütte in 1909. The Union's factories were now located in Geneva, Bienne, Besançon and Glashütte. In 1912, the first Alpina Chronometer Glashütte was finalized: it was equipped with an Alpina manufactured chronometer ebauche with a Glashütte escapement instead of the typical Swiss anchor escapement. The dial of these watches red "Präcisions-Uhrenfabrik Alpina Glashütte i.S.". Another model was created in 1913: it was a 21'' marine watch, which was purchased by the German navy at the time. Alpina Glashütte watches gained ground and competed directly with those of Lange & Söhne. In 1913, Lange & Söhne felt threatened and started a court case to try to stop Alpina on the ground that not all parts were manufactured in Glashütte. The court case dragged on for years but was finally proven without merit. It was dropped in favor of Alpina in 1915. Meanwhile World War I had started and had a stifling effect on the "Präcisions-Uhrenfabrik Alpina" in Glashütte. Parts could hardly be send to the factory from Switzerland due to war import restrictions. Further, there were major capital flow restrictions.

The First World War
During the First World War, the Allied Forces were obviously not pleased with business relationships between Switzerland and Germany. The Alpina Glashütte factory had experienced already major problems but also the relationships between the Swiss Alpina factories and their customers in Germany were under strong pressure. Finally in 1917, towards the end of the first World War, the Association "Union Horlogère" was dissolved formally. Two separate anonymous societies were incorporated: the Union Horlogère SA in Bienne, Switzerland and the Alpina Deutsche Uhrmacher-Genossenschaft G.m.b.H. in Berlin, Germany. The branch, which was in charge of Swiss members, incorporated itself as yet a third separate association in the name of "Alpina Association des Horlogers Suisses". Activities of the companies surged dramatically after the First World War. Alpina watches were being sold with great success in 2000 retailers around Europe, from Lisbon to Copenhagen to Moscow.