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Studebaker Watch Company is a distinguished American watchmaker proudly based in the USA. Known for seamlessly blending timeless elegance with modern innovation, the brand stands as a testament to craftsmanship, precision, and enduring design.
Each Studebaker timepiece is thoughtfully engineered to meet the highest standards of quality and durability. Our collections are designed to appeal to both seasoned collectors and everyday watch enthusiasts—offering watches that are not only instruments of time, but refined statements of style and sophistication.
Rooted in tradition yet driven by innovation, our skilled artisans combine time-honored watchmaking techniques with advanced technologies to deliver exceptional performance and reliability. From classic designs to contemporary expressions, our diverse range ensures a watch for every taste, lifestyle, and occasion.
Accessible through our online presence, Studebaker Watch Company proudly serves customers near and far. We are committed to delivering a personalized experience, supported by knowledgeable professionals who are dedicated to helping each customer find the perfect timepiece.
Discover the legacy of Studebaker Watch Company—where precision meets purpose, tradition inspires innovation, and every watch tells a story worth wearing.
Our Story
The Studebaker Watch Company (SWC) originated in 1923 as a mail-order company.
SWC was the sister company of the South Bend Watch Company (SBWC). Two sons of Clement Studebaker (from the Studebaker Automobile Corporation, one of five brothers) bought the remains of the Columbus Watch Company and brought the equipment (employees followed) back to South Bend, Indiana.
In 1923, Clement Jr. and George Studebaker wanted to start a mail-order business, which was the beginning of the Studebaker Watch Company. It was a very successful business, and SWC (along with SBWC) had over 300 employees and produced nearly 1 million pocket watches. SWC brought in many new customers with ads like “$1 down and $5 a month until paid off.” Most watches at that time cost between $16-$125. SWC/SBWC used a purple ribbon around their watches, for purple was the sign of royalty, wisdom, power, and quality.
On October 29, 1929, the stock market crashed (known as Black Tuesday), which caused the company to find itself with more delinquent accounts than they could maintain. The plant closed on November 27, 1929, with aspirations of reopening on January 1, 1930, but unfortunately that never happened. Liquidation was completed in 1933.
An SWC/SBWC employee named Walter Cross Shelton Jr. continued to assemble watches after the closure of the plant. He continued to operate the service department until his retirement in 1954.
The original building was destroyed in 1957 when workers were remodeling the building and it caught fire, becoming massively damaged. The building was torn down, and eventually Indiana University South Bend was built on the site. The original address was:
1720 E Mishawaka Avenue
South Bend, Indiana 46615