What Olivia Burton does

Olivia Burton is a London-originated women's fashion accessories brand operating as a privately held entity (Olivia Burton Inc.) within the Movado Group portfolio, evidenced by its careers portal hosted on Movado Group's Workday system. The brand designs and sells women's watches and matching jewellery under the 'Olivia Burton London' / 'Brilliantly British' positioning, with collections organised by dial family (Celestial, Classic, Mini Dial, Rectangle & Square, Colour Dial, Signature, Sports Luxe, White Dial) and a parallel jewellery range sharing motif IP across Bee, Celestial, Honeycomb and Signature lines. Products are constructed from stainless steel with ionic gold, rose gold, silver and two-tone plating and standardised quartz movements, priced between £99 and £189 for watches.

The company runs a direct-to-consumer e-commerce business on Salesforce Commerce Cloud (Demandware) with Builder.io for marketing-led content, shipping to 40+ countries with localised currency, pre-calculated duties/taxes and a Klarna 'pay over time' financing integration at checkout. Distribution is omnichannel: the DTC storefront is supplemented by branded boutiques and authorised stockists discoverable via a Store Locator, plus gifting SKUs (gift sets, gift wrap, £4 gift bag). The customer base spans style-conscious women, gift buyers for occasions such as weddings and birthdays, BNPL users, and international cross-border shoppers. There is no enterprise or wholesale anchor customer disclosed, so revenue is generated from a long tail of individual consumers across multiple price tiers.

From a competitive positioning standpoint, Olivia Burton competes in the affordable fashion-watch segment against brands such as Daniel Wellington, Cluse and Larsson & Jennings, differentiated by British design language, signature motifs (North Star, bee, celestial), coordinated watch-and-jewellery merchandising, and a broader editorial footprint (ELLE, Marie Claire, The Sunday Times, Daily Mail, Stylist). Its strategic posture emphasises brand-led storytelling (Spring/Summer campaign, Wedding Event Guide, named collaborations such as Olivia Burton London x Bronte King) and seasonal/event-driven merchandising rather than algorithmic personalisation.

Name

Olivia Burton

Legal name

Olivia Burton Inc.

Website

http://www.oliviaburton.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Olivia Burton is a London-originated women's fashion accessories brand within the Movado Group portfolio, selling British-designed watches (£99-£189) and matching jewellery via a localised Salesforce Commerce Cloud DTC storefront across 40+ countries, complemented by branded boutiques, authorised stockists, gifting SKUs and Klarna BNPL at checkout.

Ownership category

akta.pro rank

Product category

Fashion Watches & Jewellery

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

akta.pro secondary industries

Fashion Watches (CRAKADAD), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Statement & Trend Jewelry (CRAKABAB)

Keywords

• Women's fashion watches
• Matching jewellery collections
• Designer accessories
• Gift sets and wrapping
• Stainless steel timepieces

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct e-commerce sales of watches and jewellery: Revenue from own-brand women's watches and jewellery sold through oliviaburton.com storefronts, with full-price seasonal collections and outlet/discounted sale inventory (up to 50% off). Prices typically span £99–£189 for watches with a gift bag add-on at £4.00.
2. Retail / wholesale through boutique and stockist network: Revenue from branded physical stores and authorised retailers discoverable via the Store Locator; supports gifting occasions (Gift Sets, Gift Wrap) and seasonal events.
3. Accessories, gift wrap and gifting attach revenue: Incremental revenue from accessories, gift wrap sets and gift bags layered onto watch/jewellery purchases, plus seasonal Gift Guide / Wedding Event edits that bundle multiple SKUs.
4. Affiliated/financed purchases via Klarna BNPL: Klarna 'pay over time' integration at checkout, monetised through higher conversion on mid-priced watches and jewellery rather than direct interchange revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Olivia Burton London designs, sources and sells women's fashion watches and matching jewellery directly to consumers, with the bulk of its catalogue priced between £75 and £200. The offering is organised into themed watch sub-collections (Celestial, Classic, Mini Dial, Rectangle & Square, Colour Dial, Signature, Sports Luxe, White Dial) and jewellery sub-collections (Bee, Celestial, Classic, Crystal Embellished, Honeycomb, OB Signature), supplemented by Accessories and Gifts categories, and is distributed via a localised global e-commerce storefront and branded/authorised physical retail.

Product overview

Olivia Burton London is a single-brand direct-to-consumer retail storefront rather than a software platform: its offering is a curated fashion catalogue organised into two core product categories — Watches (the flagship) and Jewellery — supported by Accessories and Gifts. The watches category is itself broken into named dial-shape sub-collections (Celestial, Classic, Colour Dial, Mini Dial, Rectangle & Square, Signature, Sports Luxe, White Dial), each grouping multiple named product lines such as Grosvenor, Westbourne, Finery, Grove, Nova, Starlight, Chiswick, Egerton, Glowful, Art Deco 2.0, Moon Phase, Lea, Swirl, Colourwave, and Classic Bee, typically in 16mm–38mm case sizes across gold, rose gold, silver, and two-tone stainless-steel finishes. The jewellery category is organised into themed sub-collections (Bee, Celestial, Classic, Crystal Embellished, Honeycomb, OB Signature) and shopped by category (earrings, bracelets, necklaces, rings) and by metal colour (gold, rose gold, silver).

Differentiator

Problem solved

Functional benefit

Products and services

• Olivia Burton London Watches Women's watch collection spanning Celestial, Classic, Colour Dial, Mini Dial, Rectangle & Square, Signature, Sports Luxe and White Dial families, with named lines including Grosvenor, Westbourne, Finery, Grove, Nova, Starlight, Chiswick, Egerton, Glowful, Art Deco 2.0, Moon Phase, Lea, Swirl, Colourwave and Classic Bee, in 16mm–38mm case sizes and gold, rose gold, silver and two-tone stainless-steel finishes.
• Olivia Burton London Jewellery Women's jewellery range covering earrings, bracelets, necklaces and rings, organised into themed sub-collections (Bee Jewellery, Celestial Jewellery, Classic Jewellery, Crystal Embellished Jewellery, Honeycomb Jewellery, OB Signature Jewellery) and shoppable by metal colour (Gold, Rose Gold, Silver). Designed to coordinate with the watch collections for stacking.
• Olivia Burton Accessories Accessories category offered alongside watches and jewellery, surfaced as a top-level navigation entry on the UK storefront.
• Olivia Burton Gifts Gift-focused assortment including Gift Sets and Gift Wrap, supported by a Gift Guide editorial section and an in-checkout 'Add a Gift Bag £4.00' upsell available on individual product pages.
• Classic Watches Understated-luxury watch family within the Watches range, positioned as the Classics family. Includes mini, 30mm, 32mm, 34mm, 36mm and 38mm dial sizes with bracelet, leather strap, mesh and bangle attachments in gold, rose gold and silver finishes, with a linked Classic Jewellery edit recommended for cross-shopping.
• Rectangle & Square Watches Vintage-inspired slim rectangular and square dial watches designed for stacking with jewellery, available in gold, silver and rose gold plus two-tone bracelet straps, across case sizes up to 29mm in the Classics family.
• Mini Dial Watches Petite-case women's watch family (29mm or less) including the bestselling Finery mini mesh, Mini Grosvenor square, Mini Grove and Mini bangle styles. Crafted from stainless steel with yellow gold and rose gold ionic plating in gold, rose gold, silver and two-tone finishes across the Classics and Signature families.
• Colour Dial Watches Pop-of-colour watch range featuring deep burgundy, forest green, teal, navy, blush and mint green dials across Celestial, Classics, Signature and Sports Luxe families. Spans 29mm or less to 36mm case sizes with bracelet, leather strap, mesh and bangle attachments in gold, rose gold and silver.

Quantifiable outcome

• Ships to 40+ countries with localised currency and pre-calculated duties
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• KlarnacoreGTM or Marketing PartnerKlarna is integrated into Olivia Burton's checkout as a 'pay over time' financing partner. The homepage banner reads 'PAY OVER TIME WITH KLARNA' with a 'Find Out More' link to a dedicated Klarna landing page, and a Klarna logo appears in the secure-checkout icon row. The integration is intended to lift conversion on mid-priced watches (typically £99–£189) by letting customers spread payments.
• Bronte KingcoreStrategic or Co-development PartnerFeatured collaboration 'Olivia Burton London x Bronte King' is promoted through the Discover/The Buzz hub as a named co-branded capsule/campaign. The collaboration is treated as a marketing-driven drop to reach an aligned creative/fashion audience.
• Movado GroupcoreOthersOlivia Burton careers link points to movadogroup.wd1.myworkdayjobs.com/Careers, indicating that the brand's hiring is run via Movado Group's Workday careers portal. Combined with the footer '© Olivia Burton Inc.', this indicates Olivia Burton operates as a brand/entity within the Movado Group portfolio.
• Salesforce (Commerce Cloud / Demandware)coreTechnology or IntegrationOlivia Burton's storefront runs on Salesforce Commerce Cloud (Demandware), evidenced by demandware.store and /on/demandware.static URLs throughout the site. This powers the localised storefronts, product catalogue and checkout.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Sekonda: Mass-market British fashion-watch brand at lower price points (£20–£100), dominant on the UK high street. Comparable as a UK-headquartered affordable watch brand but positioned below Olivia Burton on price and design-led premium.

Broad incumbents

• Swarovski (watches & jewellery): Crystal-embellished watches and jewellery at slightly higher ASPs but overlapping UK press profile and gifting occasions. Comparable as an affordable crystal-led women's accessories brand with similar editorial positioning.
• Fossil Group: US-listed fashion-watch conglomerate (Fossil, Michael Kors, Armani, Diesel watches) covering similar sub-£200 price points and channels. Comparable as a portfolio operator overlapping with Olivia Burton's category, but at significantly larger scale and broader assortment.
• Olivia Burton (peer of itself under Movado) — Coach Watches: Licensed Coach watches sold under Fossil/Movado licensing relationships sit in the accessible premium women's fashion-watch category. Comparable as a brand-extension watch line competing for the same gifting and lifestyle-wallet share.
• Kate Spade New York (watches): Affordable premium women's fashion-watch range distributed through department stores, outlet and DTC. Comparable on women's fashion-watch customer, gifting positioning and US/global department-store footprint.

Direct peers

• Larsson & Jennings: London-based Scandinavian-British fashion-watch brand with a similar 'London heritage' narrative, sub-£200 price band and DTC-led international distribution. Particularly comparable on UK identity and accessible premium positioning.
• Cluse: Dutch minimalist women's fashion-watch and jewellery brand with similar price points (~€80–€200) and a stacking-culture merchandising model. Direct competitor in the European affordable women's fashion-watch category.
• Daniel Wellington: Swedish-founded global DTC fashion-watch brand selling minimalist and on-trend watches and jewellery in the £80–£200 price band. Closest direct comparable to Olivia Burton on positioning, price band, DTC localisation and women's fashion-watch focus.
• MVMT: US-born DTC fashion-watch brand now also part of the Movado Group portfolio. Direct internal comparable on customer profile, price band and DTC operating model; useful as a same-group performance benchmark for Olivia Burton.

Emerging players

• Nominal (UK jewellery & watch stacking brands) — e.g. Missoma: UK-based affordable stacking jewellery brand with strong editorial and influencer presence. Comparable as a London-origin, affordable stacking-culture jewellery brand increasingly cross-shopping watches and adjacent accessories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/olivia-burton
• Xx.com/OB_Watches
• Facebookfacebook.com/OliviaBurtonWatches

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Olivia Burton