🎙️ Milus – Snow Star Collection, Military History and Brand Evolution

Guest: Katia Tissot – Milus
Hosted by: Alon Ben Joseph & Rob Nudds – The Real Time Show
Recorded at: Time to Watches 2025 – Villa Sarasin – Geneva
Main partner: STISS (www.stiss.ch)

This episode, produced by Time to Watches and The Real Time Show, is brought to you by STISS (www.stiss.ch).

Recorded live at Time to Watches 2025 in Geneva, Alon Ben Joseph & Rob Nudds welcome Katia Tissot from Milus for a conversation focused on the Snow Star collection, the brand’s history and its current development.

During the discussion, Katia presents the Snow Star collection and explains that it is inspired by a life bartering kit procured by the American Army for pilots during the Pacific War in the 1940s. She describes how the original kit included a Milus watch and several gold items intended to be used for bartering in case of a forced landing.

Katia explains that Milus only became aware of this historical use in the 1980s, when documents were declassified and remaining kits were auctioned. She notes that the watch was considered valuable enough to be exchanged for essential goods.

The episode covers the Midway Special Editions of the Snow Star collection, which include the watch and a Swiss-made knife produced by Suiza. Katia explains the reference to the Battle of Midway and describes the contents and format of the kits.

Katia also retraces the history of Milus, founded in 1919 by the Junod family in Biel/Bienne, its development over several generations, and later ownership changes. She explains that the brand returned to Swiss ownership in 2017, which led to a review of the archives and the development of historically inspired collections.

The conversation also addresses Milus’ distribution approach, including e-commerce and retail presence, with references to markets such as the United States, Germany, France, Italy, India and Asia. Katia mentions additional collections, including the Archimèdes diver line, as well as ongoing development of future models.

🎧 Duration: 14 min
💬 Language: English
📢 Presented by: STISS (www.stiss.ch) – main partner of the Time to Watches Podcasts

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