Andrea Maggi is the Owner and Chief Executive Officer of Squale SA, the renowned Swiss dive watch manufacturer celebrated for its rich heritage in professional underwater timepieces. An Italian national residing in Switzerland, Andrea has been closely connected to the Squale brand throughout his life. His family's long-standing involvement in distributing Squale watches gave him an early understanding of the brand's legacy, craftsmanship, and enduring reputation among professional divers and watch enthusiasts.

In 2010, Andrea assumed leadership of Squale with a clear vision of preserving its historic identity while ensuring its continued relevance in the modern watch industry. As CEO, he oversees every aspect of product development, taking a comprehensive 360-degree approach—from the initial concept and design to strategic business decisions and brand direction. His leadership blends respect for Squale's iconic dive watch heritage with a commitment to innovation and contemporary expectations.

Andrea's passion for watchmaking is deeply personal, rooted in the history shared between his family and the Squale brand. His first mechanical watch, a black Squale 1515 gifted by his father, remains a meaningful symbol of that connection. Today, he frequently wears Squale prototypes to evaluate their comfort, functionality, and real-world performance, while his trusted everyday companions remain the legendary Squale 1521 and the iconic 2001—two models that perfectly reflect the brand's dedication to reliability, professional diving, and timeless Swiss craftsmanship.

How do you balance preserving that heritage while keeping the brand relevant for today’s collectors?

This is perhaps the question that captures the greatest responsibility I carry it is something I think about constantly. In a sense, having personally witnessed part of Squale’s history makes these choices a little easier. I try to follow a few guiding principles: not every product needs to be a direct expression of our heritage, but innovation as exciting as it can be must never compromise the simplicity of construction and the quality our customers and collectors have come to expect. They would not accept anything less, and frankly, neither would I.

What has been the most rewarding part of Squale’s modern revival journey?

There is no point in pretending otherwise; seeing so many people around the world discover and genuinely appreciate this brand is the greatest source of personal satisfaction. At the same time, I am fully aware that I am only one part of what has become a very positive moment for Squale. The brand remains a niche one, and I think that is actually part of its strength. It is appreciated by people who truly understand what it represents.

Was maintaining this specialization always part of your long-term vision?

Absolutely, and without hesitation. From the very first day of my journey with Squale, I knew I wanted to keep the brand firmly rooted in dive watches. This world is so rich in history, in technical challenge, in the stories behind the people who wear these watches that I genuinely believe there is still so much to explore and develop within it. There was never a temptation to go elsewhere.

What, in your opinion, makes the iconic 1521 timeless?

I believe the answer lies in proportion. The 1521 has a perfectly balanced case for a diver’s watch it sits beautifully on the wrist, its lines are clean without being clinical, and it manages to feel sporty while retaining a certain understated elegance. It is not a watch that chases trends, and that is precisely why it endures. We have continued and will continue to make small, deliberate improvements to this case over time. It is a model that is particularly special to us, and one we take great care of.

What inspired the SUB-37 Legend, and what story does it tell about Squale’s future?

The SUB-37 has a very specific origin in our history. In the late 1960s, Squale produced watches with this silhouette naturally, with plexiglass crystals and the proportions of that era. We wanted to bring that line back, but in a way that is honest and purposeful rather than nostalgic for its own sake.

The result is a compact 37mm case that goes back to the fundamentals of what a dive watch should be: proportions that perform, details that matter, nothing that doesn’t need to be there. The box-shaped sapphire crystal echoes the look of vintage plexiglass while offering modern durability and legibility. The bezel is clean and highly readable, designed to measure real dives.

As I said when we launched it: this is not a trend-driven revival. It is a reminder of where dive watches were born, and why Squale has always had a front-row seat in that story. Going forward, we intend for the SUB-37 to grow into a full collection — different sizes, different movements. We want it to become a lasting pillar of what Squale offers.

How does Squale maintain exceptional value without compromising quality?

We have deep respect for our customers, and that respect translates directly into how we price our watches. We are fully aware that margins are becoming tighter year by year, and the only honest way to maintain our positioning is to remain lean — to avoid adding costs to the product that don’t actually add value. We are a small company, and in this case, being small is an advantage.

That said, we do have ideas for more exclusive products in our future — but even those will always be held to a very high standard of quality relative to their price. That commitment is non-negotiable for us.

What innovations are you currently exploring for future Squale collections?

For a dive watch, titanium is one of the most compelling materials available, and we are actively working on new samples. We are also paying close attention to helium release valves, dial legibility, and new movement options. In fact, we already have several models that we would like to release, but we are still refining them, reconsidering details, making sure every element is right before they go out. Creativity is genuinely the most enjoyable part of this work, and we never want to rush it.

How do you approach designing watches that satisfy these very different audiences?

I think the key is not to design for both simultaneously, but rather to stay honest to what the watch is meant to be. Respecting our history and remaining true to our commitments — those are the things that genuinely satisfy both communities, because they are ultimately looking for the same thing: authenticity.

A watch that is a real tool for a professional diver, designed for actual use, is precisely what also speaks to a serious collector. I am also careful about designing to individual requests; that path often leads somewhere driven more by wishful thinking than by real substance.

How has customer feedback influenced the evolution of recent Squale models?

Customer feedback is an intrinsic part of making a watch like ours. For a brand with a genuine historical legacy and the responsibility that comes with it  product development cannot happen in isolation from the voice of our enthusiasts. I find that direct contact is irreplaceable in this regard. B2C-oriented trade fairs have become an extremely important channel for us, precisely because they allow us to have real conversations with watch lovers from around the world. That feedback shapes us, even when it challenges us.

Are there any historic Squale designs or archives that you would like to reinterpret for a future collection?

There are several models from our past that left a deep impression on long-standing enthusiasts, while also capturing the imagination of younger collectors who discover them today. The Tiger model with its distinctive bezel release button, the Rambo with its integrated compass, and the Profundus depth gauge are undeniably part of our heritage. These are not just archival curiosities. They represent the ambition and ingenuity of what Squale once made, and we would very much like them to be part of our future as well.

Looking ahead, what is your long-term vision for Squale over the next five to ten years?

My vision is for Squale to become increasingly international to strengthen our presence in parts of the world where we are not yet well established. Some of these markets may not be fully ready for a brand with our kind of heritage today, but I am convinced that in the years ahead, they will be the ones that bring us the greatest satisfaction and growth. My long-standing dream has always been to make our history known, understood, and appreciated worldwide. That ambition has not changed.

If someone is purchasing their very first Squale watch, which model would you recommend and why?

I would say, without hesitation, the 1521. Having that watch on your wrist is the best starting point for understanding what Squale is really about. It is so versatile; it works as well in the water as it does at a dinner table, and it has a way of drawing people into our world and our philosophy that I have seen happen time and again. It is a watch that is difficult to take off. And once you understand why, you tend to understand Squale.