American Swiss first opened its doors in Cape Town in 1896. Now, 113 years later, we are South Africa's leading jeweller, with stores located countrywide. Throughout our history, American Swiss has been at the cutting edge of jewellery trends, complementing the look of the day with the luxury and brilliance of fine quality diamond jewellery and watches.
From the chandelier earrings of the 20's, the drop earrings of the 40's, diamond pendants of the 50's, to the ever-so-now Princess Cut, diamonds from American Swiss have led the way in quality and style.
2009
South Africa's contemporary jewellery retailer - offering stylish merchandise for aspirational individuals in 202 stores nationwide.
2006
For 110 years we've seen fashions come and go- and through it all, American Swiss diamonds have rocked our world.
1977
The decision to use a celebrity, synonymous with diamonds to promote DDP is made.
1974
American Swiss 25% off Diamond Sale launches nationally and becomes an annual event.
1972
Clive Hirschsohn, grandson of Isaiah, was managing the business. Concerned about the quiet sales period during the winter months, he devised the now famous Discount Diamond Promotion which proves to be phenomenally successful.
1967
Foschini buys American Swiss. Foschini then buys Markhams and the Foschini Group is formed. 1968 Eloff Street branch in Johannesburg is opened, followed by Springs and Worcester. 1970 24 American Swiss stores around the country. Head Office still worked with one buyer, one merchandiser and operated on a manual system!
1965
Look at opening outlets in fashion stores. The first boutique is set up at Giddy's department store in Claremont, Cape Town. Discussions begin with Stanley Lewis of Foschini. He suggests they link up to start a jewellery chain.
1952
Multi-storey built and range extended to include leather goods, luggage, optical, photographic and sports equipment. Family decides to consolidate the business. Buy another jewellery company in Strand Street.
1930's
American Swiss introduces credit to help people during the difficult financial period of the depression. 1942 Isaiah Hirschsohn dies.
1928
First watch house brand introduced called Union Special.
1908
Outgrows Caledon Street and in 1923 expanded his premises to Parliament Street. The infamous Foster gang holds up Isaiah and cleans out store. They are later killed in the Kensington Caves in Johannesburg.
1896
A Russian immigrant, Isaiah Hirschsohn, arrives in Cape Town with two suitcases. One full of American watches, the other Swiss. He names his company The American Swiss Watch Company. He opens Caledon street store after trading from door to door and added giftware and jewellery to their range.
