From Mitka`s pages ;
Despite its growing reputation, Revue faced stiff competition from the increasingly dominant Swiss watch manufacturing consortia - most prominently
Allgemeine Schweizerische Uhrenindustrie AG (
Société Générale de l’Horlogerie Suisse in French) (
ASUAG) and
Société Suisse pour l’Industrie Horlogére SA (
SSIH). Thus, in 1961, Revue and three other Swiss watch manufactures joined forces in establishing
Manufactures d’Horlogerie Suisses Réunies SA (MSR) in Bienne.
MSR’s other founding members were
Buser Frères & Cie SA of Niederdorf,
Phénix Watch Co.
SA of Porrentruy, and
Vulcain & Studio SA of La Chaux-de-Fonds. Revue’s Roland Straumann took the helm of the new group, tasked with “rationalizing” production. It was hoped that specialization would reduce costs, given all four companies historically had conducted in-house manufacture of
ébauches (incomplete watch movements, typically consisting of plates, bridges, wheels, and barrels - to be later finished and fitted with jewels, escapement, mainspring, crown, hands, and dial) as well as independent in-house finishing and assembly.
At its peak, the group produced over 600,000 watches per year, making it one of the largest Swiss watchmaking federations of the era. After their union, Revue focused on component production, Buser on assembly and Vulcain on product marketing, although each continued to operate as independent companies. While Buser, Phénix and Vulcain each merit their own historical profiles, this must await a later day.