JORD Watches

What JORD Watches does

JORD (legal entity Jord, Inc.) is a privately held, direct-to-consumer e-commerce designer and marketer of hand-crafted wood timepieces and complementary fashion accessories, founded in 2013 and headquartered in St. Louis, Missouri with an additional office in downtown St. Louis. The company's core product is watches built on proprietary material technologies — SteelCore™ endoskeleton construction that fuses steel reinforcement with natural wood exteriors for durability, RIST™ (Resin-Infused Stabilization Technology) thermoset composites adapted from aerospace, and Suberhide™ cork-infused vegan leather for straps — using 13+ exotic hardwoods (Koa, Ebony, Zebrawood, Sandalwood, Purpleheart, etc.) as the principal aesthetic and sustainability differentiator. The product portfolio spans men's and women's watches across seven core series (Frankie II, Hyde, Conway, Dover II, Harper, Meridian, Stearman) plus limited editions (Foundry RIST dive watch; Barista coffee-infused watch with Kaldi's Coffee), and adjacent categories including wood sunglasses, Apple Watch bands, Suberhide handbags, blue light glasses, and watch care/accessories; an adjacent sub-brand, Jord Golf, extends the exotic-material design language into golf bags and apparel.

JORD's revenue model is direct one-time purchase sales with no subscription component, with price points ranging from $174 (Barista entry) to $1,230 (limited Foundry), positioning it as accessible-luxury rather than mass or ultra-premium. Add-on revenue streams include engraving services ($35 watch, $45 cedar box), Affirm BNPL transaction fees, gift cards in both digital and physical form, and replacement parts/watch care products. Distribution is dominated by the jord.co storefront with free worldwide shipping (Frankie line distributed across 140+ countries), supplemented by a small retail partner footprint in Canada and Qatar. Go-to-market relies on organic social (Instagram, Facebook, Pinterest), email/newsletters, and earned media — most notably Forbes Magazine's "Best Apple Watch Bands of 2026" recognition — with the #JORDWATCH user-generated content campaign as a community-driver.

The customer base is fragmented across individual consumers, gift purchasers, and watch enthusiasts served via horizontal segmentation, with no named enterprise customers and no disclosed customer concentration. The company operates with 11-50 employees, has not raised outside capital beyond a $0 funding event with Agility Collective in 2015, and is led by founders Amir Shah and Michael Bluestone. Risk and data-gap flags: revenue is not disclosed, ownership structure beyond founders is not detailed, no AI/ML capabilities are evidenced, and customer concentration metrics are unavailable — all material considerations for an investment-grade analysis.

Name

JORD Watches

Legal name

Jord, Inc.

Website

https://jord.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

JORD is a St. Louis-based direct-to-consumer e-commerce designer of hand-crafted wood timepieces and complementary fashion accessories (sunglasses, Apple Watch bands, handbags, blue light glasses), serving fashion-conscious consumers, gift buyers, and watch enthusiasts globally through proprietary material technologies and limited editions.

Ownership category

akta.pro rank

Product category

Consumer Fashion Watches and Accessories

NAICS

Luggage and Leather Goods Retailers (458320)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE)

akta.pro secondary industries

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK), Jewelry & Watch Care Products (Tools, Cleaners, Storage) (CRAKALAK)

Keywords

• Wood watches
• Handcrafted timepieces
• Fashion accessories
• Apple watch bands
• Sustainable leather goods

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Watch Sales: Primary revenue stream from direct-to-consumer sales of hand-crafted wood watches, sunglasses, Apple Watch bands, and handbags. Products sold at various price points from $174 to $1,230+.
2. Customization Services: Watch engraving ($35) and cedar watch box engraving ($45) services offered as add-on purchases to enhance personalization and gifting value.
3. Gift Cards: Single-use gift cards available in customizable amounts, offered in both digital and physical mail formats for gifting occasions.
4. Accessories and Parts: Replacement parts, extra links, and watch care products including JORD Preserve wood treatment gel.
5. Payment Plans: Affirm payment plans offered to US customers for flexible purchasing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

JORD designs, manufactures, and sells hand-crafted wood and steel timepieces (men's and women's watch collections including Frankie II, Hyde, Conway, Dover II, Harper, Meridian, and Stearman) directly to consumers via its jord.co e-commerce store. The catalog is built around proprietary material technologies (SteelCore wood-steel endoskeleton, RIST aerospace thermoset composites, Suberhide cork vegan leather) and is extended with wood sunglasses, Apple Watch bands, cork handbags, blue light glasses, limited-edition composite dive watches (Foundry), and add-on personalization such as engraving and gift cards.

Product overview

JORD Watches is a designer of hand-crafted wood timepieces and accessories. The product portfolio centers on wood watches (men's and women's collections) with complementary product lines including sunglasses, Apple Watch bands, handbags, and blue light glasses. Core watch products include Stearman (aviation-inspired automatic), Dover II (skeleton automatic), Harper (stone dial minimalist), Meridian (power reserve automatic), Conway (chronograph), Hyde (minimalist), and Frankie II (ultra-slim minimalist). Limited edition offerings include Foundry (dive watch with RIST Thermoset composites) and Barista (coffee-infused watch). The company differentiates through proprietary technologies including SteelCore (steel-wood fusion endoskeleton), RIST (Resin Infused Stabilization Technology), and Suberhide (cork-infused vegan leather). Accessories include watch engraving services, cedar humidor watch boxes, and care products. All products use natural and reclaimed materials with exotic hardwoods sourced globally.

Differentiator

Problem solved

Functional benefit

Brands

• Jord Golf: Golf line featuring bags, towels, head covers, and fashion items made from exotic materials.

Products and services

• Frankie II Wood Watch 45mm ultra-slim minimalist quartz wood watch with SteelCore endoskeleton, sapphire crystal, and deployment buckle; available in 45mm and 38mm sizes and worn in over 140 countries as JORD's best-selling wood timepiece. Targeted at style-conscious consumers seeking an entry-level sustainable timepiece.
• Hyde Wood Watch 43mm minimalist multi-dial wood watch with date, sapphire crystal, recessed sub-dial, 72-piece adjustable wood-and-steel interlaced band, and SteelCore endoskeleton. Targeted at consumers wanting a mid-range automatic-style wood watch with a clean dial.
• Conway Chronograph Wood Watch 42mm Sport 6-hand quartz chronograph with date, sapphire crystal, four independent chronograph dials, and SteelCore reinforced case and band assembled from 96 wood and steel components. Targeted at consumers wanting a sportier wood chronograph with detailed dial architecture.
• Dover II Skeleton Automatic Wood Watch 42mm skeleton automatic watch with multi-dimensional dial, SteelCore frame, and a 17-jewel self-winding movement with 40-hour power reserve; band interlaced from over 60 handmade wood and steel pieces. Targeted at buyers seeking a premium skeleton automatic with exposed mechanical movement.
• Harper Stone Dial Wood Watch

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

One partnership is on record.

• Kaldi's CoffeecoreStrategic or Co-development PartnerCollaboration with Kaldi's Coffee to create the Barista collection - an industry-first coffee-infused watch using real resin-infused coffee beans. The partnership includes a gift set featuring Kaldi's Espresso 700 Blend coffee along with the watch and branded thermos.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Daniel Wellington: Pioneer of the affordable-luxury minimalist DTC watch category. Directly comparable to JORD on price band ($150–$300), DTC-first distribution, gifting positioning, and interchangeable-strap model.
• Vincero: DTC direct-to-consumer watch and accessories brand. Overlaps with JORD in mid-range automatic watches ($200–$500), customization services, and a gifting-occasion marketing playbook.
• Shinola: Detroit-based premium watch and leather goods maker. Comparable on American-made positioning, watch + leather accessory portfolio, and storytelling-led brand identity.
• MVMT: DTC fashion watch brand founded via crowdfunding, now owned by Movado. Comparable on price point, online-first GTM, minimalist styling, and customization/gifting positioning.
• Nixon: California-based fashion and action sports watch maker. Comparable on lifestyle-positioned watches in the $150–$500 range, broad accessory (sunglasses, bands) portfolio, and gift-set merchandising.
• Original Grain: DTC brand specializing in wood and wood-metal hybrid watches. Most direct material analogue to JORD; competes head-to-head on natural-wood aesthetic, customization, and gifting occasions.
• Tense Watches: Canadian manufacturer of wood watches from reclaimed and sustainable lumber. Direct material/process peer to JORD with overlapping product range and sustainability messaging.
• Bobo Bird: Wood-and-natural-material watch brand sold primarily through Amazon and DTC channels. Comparable on wood aesthetic, lower-mid price band, and sustainable-material positioning.

Broad incumbents

• Fossil Group: Large public accessories company owning Fossil, Michael Kors, Armani, Skagen watch brands. Competes with JORD in the fashion-watch category but at vastly greater scale, multiple price tiers, and broad retail/wholesale distribution.
• Kate Spade New York: Tapestry-owned lifestyle brand extending into watches and accessories. Comparable on gifting-driven fashion accessories, women's handbag adjacency, and broad omnichannel distribution that JORD does not currently match.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/woodwatches_com
• Facebookfacebook.com/jordwoodwatches
• Instagraminstagram.com/jordwatches

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 JORD Watches