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SWISS MADE, all our watches meet the strong requirements of Swissness determined on 01.01.2017

Throughout the world the reputation of Swiss made watches is unrivalled. Know-how, impeccable quality, aesthetic prowess, technical innovation: the indication Swiss made reflects all this, and much more. Two words which guarantee the best choice for the consumer in search of a high value timepiece.

The Swiss made label relies not only on considerable intrinsic value, but also on criteria defined by law. ALFEX can display this famous label because proudly meets all the strong requirements of Swissness determined by law.

In 2007 the Federation of the Swiss Watch Industry began a process to strengthen the Swiss made label in the watch industry.

This initiative basically has three objectives:

  • to guarantee the long-term credibility and value of the geographical indication
  • to guarantee satisfaction on the part of consumers buying a Swiss made watch
  • to make the law more specific, in order to clamp down more effectively on abuses

On January 1st 2017 the new Swiss made ordinance entered into force.

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Following the DARE TO BE DIFFERENT slogan, for its Basel collection Alfex took inspiration by the simplest yet appealing and mysterious element that surrounds us: Nature. 
But creativity is a tradition by Alfex and we are now proposing a Summer Special Edition, where Nature is the core of the design. It is an eyecatching timepiece, dedicated to ladies who enjoy the freedom of the Summer time and care for details and Swiss quality.

Iris, in Greek mythology, was the personification of the rainbow and messenger of the gods. She travelled with the speed of wind from one end of the world to the other, and was represented as a maiden with wings on her shoulders.


The Alfex lady watch ref. 5723 reminds us of Iris: the multicolor silk ribbon used as strap is like a rainbow on the wrist and thanks to the soft, light material the timepiece is very airy.The pattern of the ribbon boasts natural colors and you can distinguish nice geometrical birds on it. The design of the dial is very graceful and the arabics evoke a bow or a bird’s flap, like Iris’ wings.

Three versions are available, all equipped with Swiss movement, antiallergic case and silk ribbon: with stainless steel case, blue/red ribbon and rosegold hands; with stainless steel case, turquoise/peach ribbon and rosegold hands; ip gold case, yellow/aubergine ribbon and black hands. The silk is made in Italy, specifically in Como, the Italian capital of the silk.




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GAIA: EVERY DAY A NEW TIMEPIECE! Watch the video and discover how ...

GAIA: EVERY DAY A NEW TIMEPIECE! Watch the video and discover how ...

If you really dare to be different ... try a different bezel!

Four basic versions are available, all with sapphire crystal and Swiss movement: equipped with an antiallergic stainless steel case and bangle or with ip rosegold case and bangle. The bezel is either in white turquoise or in blue turquoise.

But what makes this watch even more interesting is the exchangeable bezel. Four additional bezels are available: steel or ip rosegold with light color simili stones (transparent, yellow, pink and light blue) and steel or ip rosegold with dark color simili stones (black, purple and light blue). Every day a new timepiece!

Click here to watch the video about how the exchange the bezel 



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