Brand History

In 1896 an adventurous European jeweller Isaiah Hirschsohn travelled the world ultimately settling in Cape Town, South Africa where he began selling the world’s best timepieces from America and Switzerland. After first selling his wares from door to door, he opened his first store at the foot of Table Mountain and called it The AmericanSwiss Watch Company. Soon after that, the name changed to simply AmericanSwiss, and the company started to trade in diamonds, gold, and other precious gems.

In 1967 AmericanSwiss became part of the Foschini Group, now known as TFG and the business took a great leap forward. AmericanSwiss is today South Africa’s largest fine jewellery chain. No other jeweller can compete with the sheer carat volume of diamonds traded in the market by AmericanSwiss, giving them the advantage of very high quality at competitive pricing.

Throughout its 122 year history, AmericanSwiss has continued to offer exquisite timepieces along with the latest jewellery trends and the very finest quality gems and diamonds.

AmericanSwiss Australia opened its doors in October 2018 simultaneously at Highpoint Shopping Centre, Victoria and Robina Town Centre on the Gold Coast. Over the following months another 4 stores were opened bringing the total to 6 stores in three states. AmericanSwiss Australia offers a unique range of products especially developed for the Australia market as well leveraging the huge buying power of the international operations to ensure the very best diamonds, gemstones and branded watches at competitive pricing.