The history of the microbrand Circula begins in 1955 with Heinz Huber in Pforzheim, the watchmaking heart of the Black Forest. Today, 66 years later, Circula is producing high-quality watches in the third generation, making it one of the oldest watch microbrands in the world.
Beginning and foundation of today’s Microbrand Circula
The watch tradition of the Huber family dates back to 1926. At that time, the Pforzheim-based family founded the jewelry and watch wholesaler Huber & Co. After the end of the Second World War, Heinz Huber rebuilt the family company in the completely destroyed city.
In the general mood of optimism of the 1950s, Heinz Huber also decided that he wanted to try something new. He no longer wanted to only trade watches and jewelry, but also to design and manufacture watches of his own. He then realized this plan in 1955 and founded the watch brand Circula, which he named after the circulation of the balance wheel in mechanical movements.
In the past: Sales through specialist dealers
In the so-called quartz crisis of the 1970s, mechanical watches were pushed out of the market in favor of cheaper quartz watches, and the Circula brand also moved more into the background of the family business activities. From the eighties, Circula also increasingly switched to quartz watches. Mechanical watches became the exception, but then already had high-quality ETA movements from Switzerland.
At the beginning of the 2000s there was finally little activity around Circula and trading with other brands became the focus of the family once again.
2017: Realignment of Circula as a microbrand with direct sales
Circula experienced a renaissance through the founder’s grandson, Cornelius Huber. His parents gave him the first Circula watch from 1955 for his wedding. Always enthusiastic about watches, he decided that day that he wanted to revive Circula. Now as a microbrand with a focus on direct sales via its own online shop, in line with technological developments of our time.
In 2017, Cornelius Huber put his plan into action. In order to be able to dedicate himself fully to the realignment of Circula, he quit his job as a management consultant and started a Kickstarter campaign to finance the modernized new edition. The necessary sum was quickly reached, as the debut collection with quartz watches in retro design enjoyed great popularity.