Born in 1997, the company was headed by a French entrepreneur Franck Dubarry. In 2009, they hired Vincent Perriard to revive the brand that needed a refresh. Perriard gave the brand a radically new identity with luxury sports watches with a big price tag.
In 2015, the company was purchased by Invicta Watch Group headquartered in Florida, the U.S. The production is subcontracted in Asia and Switzerland.