BOW Group
BOW Group is a privately held multi-brand consumer products platform that designs, manufactures, and distributes lifestyle design objects and IoT wearables globally through its Lexon and MyKronoz brands, plus the Legacy luxury concept-store chain and the Musart online art marketplace, serving general consumers, connected-device buyers, luxury hotel guests, and art collectors.
- Company typePrivate
- Founded2015
- HeadquartersLuxembourg, Luxembourg
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What BOW Group does
BOW Group is a privately held, multi-brand consumer products platform headquartered in Luxembourg and operating across Paris, Geneva, Miami, and Shenzhen. The group designs, develops, manufactures, and distributes lifestyle and IoT consumer products through both partner retail channels and its own retail and digital properties. It serves three primary customer bases: general consumers purchasing lifestyle design objects, a connected or "smart" generation buying IoT wearables, and adjacent segments including luxury hotel guests and art collectors. The company employs more than 100 people across four global office locations and was founded around 2015.
The platform is built around two anchor consumer brands. Lexon is a French design brand with nearly 30 years of history, more than 180 design awards, presence in 90 countries, and distribution through over 6,000 points of sale, offering lifestyle objects for home, office, travel, and urban nomadism. MyKronoz is a Swiss IoT wearables company founded in 2013 and headquartered in Geneva, offering activity trackers, smartwatches, hybrid smartwatches, and true wireless earphones compatible with iOS and Android. Both brands are powered by BOW Industries, the group's Shenzhen-based R&D and manufacturing center, which operates multiple production lines and an in-house testing lab, providing vertical integration across hardware and software.
BOW Group monetizes primarily through hardware product sales across Lexon and MyKronoz, supplemented by owned retail operations including the Legacy luxury concept-store chain (with the first boutique inside Hotel Barrière Le Fouquet's Paris) and online storefronts. The group also operates Musart, an online marketplace for original artworks and licensed products where it earns commission on transactions between artists, cultural organizations, and buyers. The company has raised approximately $31 million across two institutional rounds from NextStage AM (2015) and PM Equity Partner, the corporate venture fund of Philip Morris International (2017), and has expanded into art and luxury hospitality verticals through the Musart acquisition and the Legacy launch.
BOW Group firmographics
Firmographics- Name
- BOW Group
- Legal name
- BOW Group
- Website
- https://group-bow.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- BOW Group is a privately held multi-brand consumer products platform that designs, manufactures, and distributes lifestyle design objects and IoT wearables globally through its Lexon and MyKronoz brands, plus the Legacy luxury concept-store chain and the Musart online art marketplace, serving general consumers, connected-device buyers, luxury hotel guests, and art collectors.
- Ownership category
- akta.pro rank
BOW Group industry classification
Industry- Product category
- Consumer Electronics & Lifestyle Accessories
- NAICS
- Other Communications Equipment Manufacturing (33429), Jewelry Retailers (458310)
- SIC
- Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Wearable-Integrated & Smart Performance Apparel (CRAAAEAL)
- akta.pro secondary industry
- Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)
Keywords
Where BOW Group is headquartered
LocationHeadquarters
- HQ city
- Luxembourg
- HQ country
- Luxembourg
- HQ region
- Europe
Offices5 records
Markets served
BOW Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Product Sales: Design, develop, manufacture and sell lifestyle and IoT consumer products including wearables, smartwatches, activity trackers, true wireless earphones, and lifestyle/home accessories under Lexon and MyKronoz brands.
- Retail Operations: Own retail channels including Legacy luxury concept-store chain and online storefronts for Lexon, MyKronoz, and Musart.
- Marketplace Commission: Musart operates as an online destination to buy original artworks and licensed products, earning commission on transactions between artists/cultural organizations and buyers.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels2 records
BOW Group product offering
Product offeringCore offering
BOW Group designs, develops, manufactures and brings to market lifestyle and IoT consumer products through its wholly-owned brands Lexon (French design objects for home, office, travel and urban nomadism) and MyKronoz (Swiss-made connected wearables including activity trackers, smartwatches, hybrid smartwatches and true wireless earphones). It also operates Legacy, a luxury concept-store chain inside luxury hotels, and Musart, an online marketplace for original artworks and licensed products. All hardware is produced through BOW Industries, its Shenzhen-based R&D and manufacturing center.
Product overview
BOW Group is a multi-skilled consumer products platform operating two primary consumer brands—Lexon (French design objects for home, office, and travel) and MyKronoz (Swiss IoT wearables)—augmented by Legacy (luxury boutique retail concept for hotels) and Musart (online art marketplace). All products are powered by the company's own Shenzhen-based R&D and manufacturing center, BOW Industries, which provides internal hardware and software development capabilities including production lines and testing facilities.
Differentiator
Problem solved
Functional benefit
Brands
- Lexon: French design brand known worldwide for timeless collections of objects designed for home, office, travel, and urban nomadism, with nearly 30 years of existence, 180+ design awards, presence in 90 countries, and more than 6,000 points of sale.
- MyKronoz
- Legacy
- Musart
- BOW Industries
Products and services
- Lexon
Companies that use BOW Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
BOW Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
BOW Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Prestigious DesignersminorLexon maintains fruitful collaborations with some of the most prestigious designers worldwide, contributing to its design excellence and award-winning products.
- World-class Museums, Foundations and Cultural Organizations (Musart)coreMusart has partnerships with world-class museums, foundations and cultural organizations, enabling the platform to offer exclusive and authentic artworks and licensed products while honoring iconic artists.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
BOW Group competitors and assessment
Company assessmentBroad incumbents
- Apple: Dominant smart wearables player via Apple Watch and AirPods, with a broader consumer electronics and services portfolio. Represents the scale incumbent MyKronoz competes against in the wearables category.
- Samsung Electronics: Global electronics incumbent offering Galaxy Watch and Galaxy Buds alongside its broader consumer electronics and mobile ecosystem. Competes broadly with MyKronoz in affordable-to-mid-tier smartwatches and true wireless earphones.
- Xiaomi: Chinese consumer electronics platform offering affordable wearables, true wireless earphones, and lifestyle accessories under Mi and ecosystem brands. Overlaps with both MyKronoz wearables and the affordable lifestyle design positioning.
Direct peers
- Withings: French connected health and wellness device maker offering smartwatches, activity trackers, and health-monitoring hardware. Closely comparable to MyKronoz as a European-headquartered affordable wearables brand targeting the same smart-generation consumer segment.
- Mobvoi: Chinese AI-driven smart wearable company behind TicWatch, offering affordable smartwatches and earphones compatible with iOS and Android. Directly comparable to MyKronoz on product mix, price positioning, and mobile ecosystem compatibility.
- Amazfit (Huami): Mass-market smart wearables and true wireless earphone brand owned by Huami. Competes head-to-head with MyKronoz in the affordable smartwatch and activity tracker category globally.
- Fossil Group: US-based designer and marketer of fashion accessories, watches, and smartwatches (hybrid and touchscreen). Comparable to MyKronoz on the wearable/fashion-accessory intersection and to Lexon on multi-brand consumer accessories distribution.
- Artsy: Leading online marketplace for original and limited-edition artworks, partnering with galleries, museums, and auction houses. Directly comparable to Musart as a curated online art marketplace connecting collectors with cultural institutions.
- MUJI: Japanese lifestyle design retailer offering minimally designed objects for the home, office, and travel. Comparable to Lexon on aesthetic-driven everyday lifestyle products distributed globally through owned and partner retail.
- Alessi: Italian designer house for premium household objects and lifestyle accessories, known for collaborations with leading designers. Comparable to Lexon on design-award-winning lifestyle objects with strong brand identity in the home/travel category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
BOW Group social profiles
Digital presenceBOW Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
BOW Group leadership team
Management profileNumber of profiles
Profiles2 records
BOW Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
BOW Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BOW Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BOW Group
What does BOW Group do?
BOW Group designs, develops, manufactures and brings to market lifestyle and IoT consumer products through its wholly-owned brands Lexon (French design objects for home, office, travel and urban nomadism) and MyKronoz (Swiss-made connected wearables including activity trackers, smartwatches, hybrid smartwatches and true wireless earphones). It also operates Legacy, a luxury concept-store chain inside luxury hotels, and Musart, an online marketplace for original artworks and licensed products. All hardware is produced through BOW Industries, its Shenzhen-based R&D and manufacturing center.
Is BOW Group a public or private company?
BOW Group is a private company. It is classified as venture growth investor backed and is currently operating.
When was BOW Group founded?
BOW Group was founded in 2015. It employs 101 to 250 people.
Where is BOW Group based?
BOW Group is headquartered in Luxembourg, Luxembourg, in the Europe region.
How does BOW Group make money?
Three revenue lines are on record. Hardware Product Sales are the primary driver. The others are retail Operations and marketplace Commission.
Who are BOW Group's main competitors?
Broad incumbents on record are Apple, Samsung Electronics and Xiaomi. Direct peers are Withings, Mobvoi, Amazfit (Huami), Fossil Group, Artsy, MUJI and Alessi.
Does BOW Group have an API?
No public API is recorded for BOW Group.
What industry is BOW Group in?
BOW Group's product category is Consumer Electronics & Lifestyle Accessories. Its primary akta.pro industry code is CRAAAEAL, Wearable-Integrated & Smart Performance Apparel, with a secondary code of CRAKABAD, Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven). Its NAICS code is 33429 and its SIC code is 3960.