Like Favre-Leuba, whose sales agent was West End Watch Co in Bombay, the West End Watch Co had made its reputation among Anglo-Saxon soldiers during the First World War thanks to the 50,000 watches purchased by the army to equip its troops, such as the camel corps of TE Lawrence , known as Lawrence of Arabia, or the first pilots of the Royal Air Force. West End Watch Co also distributed Zenith watches and was the first importer of Jaz alarm clocks in Bombay and Calcutta.
In addition to Favre-Leuba and Zenith, West End Watch Co marketed in India brands such as Tissot, Longines and Omega under its own name, such as this ladies' watch above (right), stamped West End Watch Co.
From then on, it was logical that Louis Gustave Brandt, co-founder of JAZ and co-director of Omega with his cousins, all descendants of Louis Brandt, founder of this other Swiss watch brand, would call on the same importer to distribute his Jaz alarm clocks in South Asia.
Now reissued, Gandhi's alarm pocket watch was a silver Zenith, sold by the Favre-Leuba boutique to a friend of the Mahatma who gave it to him. Until the 1960s, the destiny of the Zenith, Favre-Leuba, West End Watch Co and Jaz brands were closely linked on the Indian subcontinent: see the article devoted to the Sifco Jaz Favre-Leuba factory and the giant alarm clock offered to the Raja of Nanpara .
Interesting connection with Zenith and Mahatma Gandhi
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