Founded in 1906, Pic-Pic originated as the automotive branch of the Geneva engineering firm
Ateliers Piccard-Pictet & Cie. The vehicles were designed by Léon Dufour and gained an early reputation for precision engineering, often being referred to as the "
Rolls-Royce of Switzerland." In 1913, the Geneva icon Pic-Pic, with 332 units, was the best-selling car of the year in Switzerland. In 1917, 428 vehicles of the Pic-Pic brand were registered in Switzerland. The brand's prominence peaked during
World War I when the
Swiss Army adopted Pic-Pic as its standard staff car. These vehicles were prized for their ability to navigate alpine terrain, with several units remaining in military service until the late 1930s. Although the Federal Council of Switzerland banned the production of weapons for foreign countries at the start of the war, the car manufacturer Piccard-Pictet & Cie. became a munitions manufacturer during the First World War. This resulted from the Swiss economy, which was paralyzed in the first months of the war. The borders were strictly guarded, and the economy lacked raw materials. With armaments production, Pic-Pic was also able to make profits again. Due to the shortage of labor, the Federal Council even relaxed the factory law: working hours could be extended to over eleven hours per day. However, the post-war era brought financial instability. A combination of a sharp economic downturn in 1920 and a major labor strike at the Geneva plant led to the company's insolvency. In 1925, 642 vehicles of the Pic-Pic brand were registered in Switzerland. Following bankruptcy in 1920, the brand was acquired by the
Gnome et Rhône engine company. Production continued on a limited basis until 1924, when the final models were exhibited at the
Geneva Motor Show. In modern times, the Pic-Pic is a rare collector's item; as of 2025, only eight authentic examples are confirmed to exist worldwide. == Models ==