After decades of diversification and concentrating on the Swiss domestic market, JURA reinvents itself. From now on, its focus is to be on espresso/coffee machines and establishing international markets to ensure economic success. The company aims to become both an innovation and a design leader and sees its products not as mere functional items, but interior design objects.

The new strategy is highlighted in the first IMPRESSA, which leaves the Swiss production partner’s plant in 1994. With the launch of the compact IMPRESSA E line in 1998, the turnaround is complete; the company enjoys strong growth. Over the decade, the proportion of foreign sales increases from 20% to 70%.

 Coffee at the touch of a button is established in many places as an expression of good taste; coffee machines from JURA noticeably obtain an air of desirability and become status symbols. JURA’s aim is clear: ‘We want to be the world’s coffee machine champion!’

The new flagship model comes in a luxurious platinum look with a wealth of experience and new technologies.

With the IMPRESSA E50, JURA heralds the era of the compact class.

Cappuccino lovers appreciate the perfect coffee quality and the cappuccino frother for fabulous frothy milk.

A new era in bean-to-cup machines with pre-brew system, variable-volume brewing unit, display dialogue system and many different programmes.

The JURA Vap steam cleaner guarantees perfect cleanliness without chemicals.

JURA Easy, the high-performance steam iron with the ergonomic handle.

Weighing in at 570 g, this iron is the perfect travel companion.