'SOWAR PRIMA' THE WORK HORSE

At the beginning of the 20th century, a model was launched, called the Sowar — the cavalryman — a tough watch that could be kept in the pocket or worn on the wrist. It soon came to the attention of the military, and in World War I, tens of thousands of Indian soldiers bought Sowar watches before leaving on campaign.

Throughout the 20th century, the Sowar was the most popular model for the watch brand, which is still manufactured today. In Hindi, "Sowar" means "warrior". However, it is not this reason alone that accounts for the image of the fearlessness and courage of the brand; it is said that Sir Thomas Edward Lawrence (the Larwence of Arabia) and his soldiers wore West End Watches. Thanks to his troops and to the Indian armies, the reputation of the brand quickly spread from Tibet to Aden.

By 1934 the Sowar was a modern wristwatch, the first with the Incabloc™ anti-shock system. Today, after more than a century, the model follows the same concept — robust, clear and functional — with a trustworthy feel and look.

Source: Author: Anirban Mitra 2014. https://thatsanirban.blogspot.com/2014/08/anaffair-to-no-end.html?m=1 
Source: https://www.nam.ac.uk/explore/lawrence-arabia-man-behind-robes