Daniel Wellington
- Company typePrivate
- Founded2011
- HeadquartersStockholm, Sweden
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Daniel Wellington firmographics
Firmographics- Name
- Daniel Wellington
- Legal name
- Daniel Wellington
- Website
- https://danielwellington.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Daniel Wellington industry classification
Industry- Product category
- Fashion Watches & Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
- akta.pro secondary industries
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Luxury Fashion Jewelry & Designer Accessories (Non-fine) (CRAAAFAM), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)
Keywords
Where Daniel Wellington is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Daniel Wellington business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales (Watches, Jewelry, Accessories): Daniel Wellington generates revenue through direct sales of watches, jewelry (bracelets, rings, necklaces, earrings), and accessories. Products are sold at one-time purchase prices ranging from approximately €45 to €250+, with periodic sales and bundle discounts driving revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard pricing with promotional discounts |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Daniel Wellington product offering
Product offeringCore offering
Daniel Wellington designs, markets, and sells Scandinavian minimalist watches, jewelry (bracelets, rings, necklaces, earrings, charms), and fashion accessories (bags, sunglasses, Apple Watch bands) directly to consumers worldwide. The brand operates its own e-commerce platform and physical retail stores, and is distinguished by an interchangeable quick-release strap system that allows customers to customize their timepieces. All products are backed by a two-year warranty with free shipping and returns.
Product overview
Daniel Wellington is a Swedish watch and jewelry brand founded in 2011, now fully owned by Timex Group following full acquisition completed in July 2026. The company offers a diversified portfolio of fashion watches organized into collections including Classic (round minimal cases), Iconic (square/rectangular with link bracelets), Petite (slim profiles), Quadro (geometric rectangles), Chronograph (multi-function), Ophelia (oval), and seasonal lines such as Bound, Margot, Ophelia, Marlon, Jolie, Juliette, Retro Digital, and Crystalline. The jewelry portfolio spans bracelets (Classic, Tennis, Link, Crystal), rings (Pavé, Eternity, Classic), necklaces (Tennis, Unity, Pearl), earrings (studs, hoops, huggies), and charms (letters, zodiac, birthstones). Collections are organized by style themes including Tennis Jewellery, Staple, Elan, Link, Arch, and Pearl. Accessories include watch straps (mesh, link, leather, NATO), bags, sunglasses, and Apple Watch straps. All products emphasize Scandinavian minimalist design, interchangeable straps for customization, and premium materials including stainless steel and PVD plating. The company operates direct-to-consumer e-commerce through a Shopify-powered online store.
Differentiator
Problem solved
Functional benefit
Products and services
- Watches
Companies that use Daniel Wellington
Customer profileSegments3 records
Ideal customer profiles3 records
Daniel Wellington technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Daniel Wellington partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Daniel Wellington competitors and assessment
Company assessmentDirect peers
- MVMT: DTC minimalist fashion watch brand founded as a startup, acquired by Movado Group in 2018. Closest direct peer to Daniel Wellington in target customer, price band (~$100-200), minimalist aesthetic, and influencer-led digital growth model.
- Skagen: Fossil-owned Danish minimalist watch brand sharing Scandinavian design heritage and slim case DNA with Daniel Wellington. Sells affordable fashion watches in overlapping price band and similar gift-occasion positioning.
- Cluse: Amsterdam-based minimalist fashion watch and jewelry brand with strong DTC and influencer-driven model. Targets the same style-conscious, accessory-focused consumer with comparable price points and aesthetic.
- Nixon: California-based fashion and sports watch brand with global retail presence. Comparable target market (lifestyle-conscious consumers) and overlapping premium design watch collections at similar prices.
Broad incumbents
- Fossil Group: Large multi-brand watch and accessories group (Fossil, Skagen, Michael Kors, Armani licensed watches). Comparable in fashion watch retail and accessory multi-brand portfolio; broader incumbent with deeper physical distribution.
- Pandora: Global jewelry powerhouse specializing in charm bracelets and affordable personalized jewelry. Comparable in accessible-luxury fashion jewelry category, gifting-heavy model, and global DTC/retail mix.
- Swarovski: Crystal and fashion jewelry brand with strong gifting positioning and global retail footprint. Overlaps with Daniel Wellington's crystal jewelry (Crystalline, Tennis) and gift-set strategy at a higher accessible-luxury price band.
- Movado Group: Watch conglomerate housing Movado, MVMT, Coach, Hugo Boss, and Tommy Hilfiger watches. Comparable in fashion watch multi-brand portfolio strategy and now directly tied to MVMT, Daniel Wellington's closest pure-play competitor.
- Casio: Japanese watch maker spanning affordable digital and analog watches with global retail and DTC presence. Overlaps in accessible fashion watches (Vintage, Edifice lines) at similar price points but with much broader product depth.
Emerging players
- Kate Spade New York: Tapestry-owned accessible-luxury lifestyle brand offering watches, jewelry, bags, and accessories. Comparable in affordable premium positioning, gifting focus, and broad assortment of fashion jewelry plus accessories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Daniel Wellington social profiles
Digital presenceDaniel Wellington financial estimates
Financial estimateRevenue estimate
Valuation estimate
Daniel Wellington leadership team
Management profileNumber of profiles
Daniel Wellington funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Daniel Wellington 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 Daniel Wellington
What does Daniel Wellington do?
Daniel Wellington designs, markets, and sells Scandinavian minimalist watches, jewelry (bracelets, rings, necklaces, earrings, charms), and fashion accessories (bags, sunglasses, Apple Watch bands) directly to consumers worldwide. The brand operates its own e-commerce platform and physical retail stores, and is distinguished by an interchangeable quick-release strap system that allows customers to customize their timepieces. All products are backed by a two-year warranty with free shipping and returns.
Is Daniel Wellington a public or private company?
Daniel Wellington is a private company. It is classified as corporate owned and is currently operating.
When was Daniel Wellington founded?
Daniel Wellington was founded in 2011. It employs 1,001 to 5,000 people.
Where is Daniel Wellington based?
Daniel Wellington is headquartered in Stockholm, Sweden, in the Europe region.
How does Daniel Wellington make money?
One revenue line is on record: product Sales (Watches, Jewelry, Accessories).
Who are Daniel Wellington's main competitors?
Direct peers on record are MVMT, Skagen, Cluse and Nixon. Broad incumbents are Fossil Group, Pandora, Swarovski, Movado Group and Casio. Kate Spade New York is listed as an emerging player.
Does Daniel Wellington have an API?
No public API is recorded for Daniel Wellington.
What industry is Daniel Wellington in?
Daniel Wellington's product category is Fashion Watches & Jewelry. Its primary akta.pro industry code is CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel), with a secondary code of CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 458310 and its SIC code is 5944.