What CLUSE does

CLUSE is a Dutch direct-to-consumer fashion watch and accessories brand founded in 2013 and headquartered in Amsterdam, selling minimalist watches, jewellery, bags, and curated gift boxes to fashion-conscious consumers across Europe. The core product is a portfolio of women's and men's watches organized into named collections differentiated by case shape (round, square, rectangular, oval, tonneau), size, and finish (gold, silver, rose gold, black, two-tone), with quartz and automatic movements and an interchangeable strap system using a proprietary click on/off mechanism compatible across 12mm to 20mm widths. A typical assortment is completed by leather, mesh, silicone, and NATO replacement straps, zirconia and chain jewellery collections (Élevé, Essentielle), tote/crossbody/backpack bags, and gift boxes that bundle watches with matching jewellery.

The commercial operation runs on a Shopify-powered DTC storefront supporting seven European languages and multi-currency checkout, with no third-party marketplace or wholesale channel. Marketing is concentrated on Instagram, Facebook, YouTube, Pinterest, TikTok, and LinkedIn organic, supplemented by Klaviyo-driven email automation, VWO A/B testing, and paid-media pixels across Google, Facebook, TikTok, Pinterest, Bing, and Snapchat. Revenue is generated entirely through one-time e-commerce sales at accessible-luxury price points (€11.98-€399.95), supported by frequent promotional discounting. The brand is founder-led (Ed Postmus, Founder & CEO), privately held, employs 51-100 staff, and shows no disclosed funding rounds, acquisitions, or external investors in the available data.

Name

CLUSE

Legal name

CLUSE

Website

https://cluse.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

CLUSE is a Dutch direct-to-consumer fashion watch and accessories brand, selling minimalist watches, jewellery, bags, and gift boxes to fashion-conscious consumers across Europe through a Shopify-powered multi-language e-commerce storefront.

Ownership category

akta.pro rank

Product category

Fashion Watches and Accessories

NAICS

Jewelry Retailers (45831), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fashion Watches (CRAKADAD)

akta.pro secondary industries

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK), Dress/Formal Watches (CRAKADAF)

Keywords

• Fashion watches
• Wristwatches
• Interchangeable watch straps
• Fashion accessories
• Minimalist jewelry

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: CLUSE generates revenue through direct-to-consumer sales of watches, jewellery, bags, watch straps, and gift boxes via their official e-commerce store. All products are sold as one-time purchases with no subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

CLUSE designs, brands, and sells minimalist fashion watches, interchangeable watch straps, jewelry (bracelets, necklaces, earrings), handbags (tote, crossbody, backpack), and gift boxes through its own Shopify-powered direct-to-consumer e-commerce store and physical retail locations. Pricing spans from €11.98 straps to €399.95 premium automatic watches, with frequent sales promotions up to 60-70% off, all listed in Euros.

Product overview

CLUSE is a fashion watch and accessories brand offering a focused portfolio of minimalist timepieces, jewellery, and bags. The core offering consists of women's and men's watches across multiple named collections (Women's: L'Ovale, Belisenna, Fluette, Gracieuse/Gracieuse Mini/Gracieuse Petite, Retro 70s/Retro 70s Mini, Minuit, Boho Chic/Boho Chic Petite, Féroce/Féroce Mini/Féroce Petite, Pavane Petite, Triomphe, La Tétragone; Men's: Quadrus, Anthéor, Aravis, Vigoureux/Vigoureux 40/Vigoureux Chrono, Quartaut Chrono) that share a unified minimalist design language but differ in case shape, size, and styling. Accessories include interchangeable watch straps, jewellery collections (Élevé, Essentielle), and bags (Tote Bags, Crossbody, Backpacks). Gift boxes bundle watches with matching jewellery. All products are sold through the official Shopify-powered e-commerce store.

Differentiator

Problem solved

Functional benefit

Products and services

• Watches (Women's and Men's collections) CLUSE's primary product category featuring minimalist watches for men and women, including various collections (Women's: L'Ovale, Belisenna, Fluette, Gracieuse, Retro 70s, Minuit, Boho Chic, Féroce, Pavane Petite, Triomphe, La Tétragone, Vigoureux; Men's: Quadrus, Anthéor, Aravis, Vigoureux, Quartaut) with different case shapes (square, round, rectangular, oval, tonneau), materials (stainless steel, leather, mesh), finishes (gold, silver, rose gold), and Quartz or Automatic movements. Priced from €89.95 to €399.95.
• Women's Watches Sub-category of CLUSE watches focused on female consumers, including L'Ovale (oval bangle watches), Belisenna (rectangular vintage-inspired), Fluette (rectangular classic), Gracieuse (square, including Petite and Mini sizes), Retro 70s (round retro, including Mini), Minuit (round classic with Roman numerals), Boho Chic (round with crystal embellishments), Féroce (round minimal, including Petite and Mini), Pavane Petite (round sporty-elegant), Triomphe (minimalist with T-bar connection), La Tétragone (square signature), and Vigoureux.
• Men's Watches Sub-category of CLUSE watches focused on male consumers, including Quadrus (square modern with retro touch), Anthéor (round elegant), Aravis (round dress watch with 3-hand/date and dual timer), Vigoureux (bold chronograph), and Quartaut (tonneau-shaped chronograph).
• Watch Straps Replacement and interchangeable watch straps compatible with CLUSE's click on/off proprietary system, available in leather, stainless steel mesh, silicone, and NATO leather in widths from 12mm to 20mm and colors including black, brown, gold, silver, and rose gold. Priced from €11.98 to €59.95.
• Jewellery Jewellery collection including bracelets (snake, chain, zirconia), necklaces (double link, pearl chain, curb chain), and earrings. Collections include Élevé (zirconia chain pieces) and Essentielle (essential everyday pieces), available in gold, silver, and rose gold finishes. Priced from €24.95 to €144.95.
• Bags Bag collection including Tote Bags (in regular, Petite, Mini, and Micro sizes), Crossbody bags (Sacroisé and Sacroisé Petite), and Backpacks (Le Réversible, Nuitée, Nuitée Petite, Royale). Priced from €39.97 to €79.95.
• Gift Boxes Pre-packaged gift sets combining watches with matching jewellery pieces (bracelets, necklaces) in branded gift packaging, available across multiple watch collections. Priced from €23.98 to €159.95.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationPrimary e-commerce platform powering cluse.com. Provides storefront infrastructure, payment processing (Shopify Payments), shopping cart functionality, and analytics.
• KlaviyocoreTechnology or IntegrationEmail marketing platform for newsletter subscriptions, abandoned cart recovery, and marketing automation. Cookie tracking (__kla_id, klaviyoOnsite) used for personalized email campaigns.
• Google AnalyticscoreTechnology or IntegrationWeb analytics platform for tracking visitor behavior, traffic sources, and conversion metrics. Multiple tracking IDs (_ga, _ga_4KYGPX5MLC, _ga_6CY2GEC6GC, _ga_6XBZY1NL8L, gid) indicate advanced configuration.
• CloudflarecoreTechnology or IntegrationContent delivery network and security services. Cloudflare cookies (__cf_bm) used for bot management and traffic filtering across Shopify CDN.
• PinterestminorGTM or Marketing PartnerVisual bookmarking platform with affiliate and tracking capabilities (_pinterest_ct_ua, _pin_unauth cookies).

Recent moves6 records

Expansion highlights5 records

Direct peers

• Daniel Wellington: Swedish-founded global fashion watch brand built on a near-identical playbook: minimalist design, interchangeable NATO/leather straps, and aggressive DTC social marketing. Closest comparable in business model, price band, and strap-based customizability.
• Rosefield: Dutch-origin fashion watch brand operating in the same price range and minimalist aesthetic. Headquartered in Amsterdam like CLUSE, with comparable DTC emphasis and women's watch focus - making it the most direct domestic peer.
• MVMT: Originally a DTC-disruptor fashion watch brand with minimalist designs at accessible prices, acquired by Movado Group. Pioneered the social-media-driven fashion watch playbook CLUSE follows.
• Kapten & Son: German minimalist watch and accessories brand with similar Scandinavian/European design DNA, interchangeable straps, and DTC-led growth. Direct overlap in target demographic and price range.
• Nordgreen: Danish minimalist watch brand selling quartz and automatic timepieces at €150-€400 with interchangeable straps. Comparable positioning, design philosophy, and DTC channel mix.
• Larsson & Jennings: London-based minimalist watch brand with Scandinavian-influenced design and Milanese mesh/Italian leather straps at similar price points to CLUSE. Directly comparable in aesthetic and channel strategy.
• Olivia Burton: British fashion watch brand focused on women with floral and minimalist designs at £99-£249. Similar target demographic, design-led positioning, and gift-oriented product strategy.
• ICE-Watch: Belgian fashion watch brand offering colorful, affordable timepieces with a similar mass-market accessible-luxury positioning and broad European DTC presence.

Broad incumbents

• Skagen: Danish minimalist watch brand owned by Fossil Group, with a broader product portfolio and deeper multi-channel distribution. Comparable in design DNA but materially larger and more established.
• Fossil Group: US-based watch conglomerate owning Skagen, Michael Kors, and Armani watch licenses. Operates broadly in the accessible fashion watch segment and represents the scale-up exit path for fashion watch brands like CLUSE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcb_ECTJnE1zp2Vvo2lbobg
• Facebookfacebook.com/clusewatches
• LinkedInlinkedin.com/company/cluse-watches/mycompany/verification
• Instagraminstagram.com/cluse
• Pinterestpinterest.com/clusewatches
• TikToktiktok.com/@cluse

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 CLUSE