They have traditionally focused on export markets outside Europe and won several awards in the late 19th century, including first place in the 1866 Neuchatel observatory timing accuracy competition.

[citation needed] This was viewed by the company as an important marketing strategy for increasing the brand's value, since the Neuchatel observatory was famed at the time for its timekeeping accuracy.

The company was run by the eponymous Borel family until 1975 when, owing to the 'Quartz crisis' affecting the entire Swiss watchmaking industry, it was sold on and became a member of the Synchron Group which consisted also of Cyma and Doxa.

In 2018, the Hong Kong-based conglomerate Citychamp Watch & Jewellery Group, through its wholly-owned subsidiary VGB Limited, partly owned the company.

Their corporate and family logo of a dancing couple in 19th-century dress is intended by the company to reflect the elegance, tradition and inspiration of romance.