In the United States, Croton was formed in 1940 as a distributor for Nivada products, so many were sold under the "Croton Nivada", "Croton Nivada Grenchen", and simply "Croton" names. Nivada was prevented from using its name during the 1960s and 1970s due to its phonetic similarity with Movado, so the products were labeled "Nivada Grenchen". Nivada celebrated its 100th anniversary in 1979, at which point it was run by Max Schneider, the son of the founder, who took over the business in 1976. The company relied on proven movements from ETA and Phénix S.A., as was typical at the time, and the company was known for quality mass-produced watches. In 1926, Nivada was operational in Grenchen as Wüllimann Schneider Nivada S.A. The company gained attraction after World War II, producing a series of successful watches before succumbing to the Quartz crisis. Nivada is a Swiss watch manufacturing company, founded in the town of Grenchen, Switzerland in 1879 by Jacob Schneider. JSTOR ( April 2023) ( Learn how and when to remove this template message).
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