[2] In 1971, the owning family opted to join General Watch Co, the newly created sub-holding of ASUAG, in order to consolidate their efforts with others.

The introduction of cheap and reliable automatics and quartz watches from Japan (under the ideas of their strategic management) stopped Certina's expansion.

Upon the merger of SSIH and ASUAG companies, Certina S.A. became a member of a new managerial entity, together with Mido and Tissot, which became known as Le Locle, (the newly elected Unesco World Heritage Site in Switzerland).

[citation needed] Certina S.A. has partnered with motoring companies including Colin McRae, Sete Gibernau, Sauber Formula One team.

[citation needed] In 1938 the company adopted the name "Certina", taken from the Latin "certus", meaning "assured", "certain", as their trademark for the export and marketing of their watches.