Who we are
share
Our Legacy
Our story begins in 1896, when Isaiah Hirschsohn, an Estonian immigrant with a head full of dreams, arrived in Cape Town with two suitcases - one filled with American timepieces, the other Swiss.
With a spirit of adventure and the heart of an entrepreneur, he went door to door, sharing his passion for superior workmanship. His dedication paid off and, in 1902, the first American Swiss boutique opened its doors at the foot of Table Mountain. In 1967, we became part of the Foschini Group (TFG), solidifying our place as a leader in the jewellery industry.
Today, with stores across South Africa, Namibia, Botswana, Eswatini, Lesotho, Ghana and Zambia, our brand continues to transcend borders.
A Bold Vision
At American Swiss, we don’t just create jewellery - we craft statementmakers, heartfelt promises, success symbols and precious heirlooms that can be treasured by generations. From ethically sourced Earth Grown Diamonds to hand-selected Lab Grown Diamonds, brought to life via cutting-edge innovation, our timeless and trendsetting jewellery continues to captivate. We are also South Africa’s leading destination for watches, including time pieces from the world’s most desirable brands.
A shared journey
Today, our story is still being written, but we’re proud of our enduring commitment to masterful craftsmanship to help you tell your own. Whether it’s to celebrate a milestone, capture the beauty of a shared lifetime or delight as an ultimate gift, our collections will always be designed for those who dare to dream.
American Swiss. A legacy that only gets better with time.
Related Posts
Stories to inspire you
Earth Grown Diamonds
Diamonds are something extraordinary. Formed under immense pressure, hundreds of kilometres below the ground, an Earth Grown Diamond’s one-billion-year journey is nothing short of miraculous. They were first discovered in India over two thousand years ago and have remained a symbol of beauty, love and abundance ever since.
Bold Gold
Timeless. Precious. Bold. A symbol of power, prestige, and prosperity, Gold is one of the most valuable metals on Earth. Highly malleable yet strong enough to secure the most precious stones, it’s the ultimate choice for fine jewellery. Beyond its beauty, Gold is always a great investment. Today’s headturning engagement ring becomes tomorrow’s heirloom adored for generations to come.
Lab Grown Diamonds
We’re proud to be redefining the art of luxury with our exquisite collection of Lab Grown Diamonds. Created through advanced technology that mimics the natural process. Lab Grown Diamonds are chemically, physically and optically identical to their Earth-Grown twins. Even a highly skilled gemologist wouldn’t be able to tell them apart.
KNOW YOUR METAL TYPE
Each metal tells a unique story—whether it's gold, platinum, or the modern edge of titanium. Understanding the characteristics of each metal helps you choose a piece complements your style. Explore our curated selection and find the perfect foundation for your next treasured accessory.
