What About Vintage does

About Vintage, operating under the brand AV86, is a privately held Danish watch company founded in 2015 and headquartered in Copenhagen. The company designs, sources, and sells vintage-inspired mechanical, automatic, and quartz wristwatches across more than a dozen named collections including chronographs (1564 Chronodate Automatic, 1815, 1844, 1904, 1934 Telechron/Multichron, 1960 Racing), divers (1956 Marine Automatic and Quartz), dress watches (1954 Amalfi Mechanical, 1968 Mechanical, 1968 Sixtyeight), and a moonphase model (1968 Moonphase), plus a kids' line (The Fandangos). Its watches use third-party-supplied movements in proprietary case designs and are positioned as an accessible alternative to traditional luxury Swiss watches, with sapphire crystal as a standard feature and price points ranging from approximately $249 to $599.

The business operates a multi-channel go-to-market model anchored by a Shopify-powered direct-to-consumer e-commerce storefront (av86.com) that ships to 150+ countries with multi-currency, multi-language checkout, free shipping, free returns, and free personal engraving. It also runs a dedicated B2B wholesale platform (btb.aboutvintage.com) for retail partners and lists authorized retailers through a "Find a Retailer" locator. Distribution is complemented by a portfolio of co-branded limited editions and ambassadorships with football clubs (AC Milan, Crystal Palace, FC København, DBU, Fubon Braves), cultural institutions (Roskilde Festival, WWF Denmark), watch industry partners (Frederique Constant, Seconde/Seconde/), and individual ambassadors (Will Buxton, Pilou Asbæk, Justin Gatlin, Kristian Haagen).

The company reports 11–50 employees, claims 100,000+ customers served over its decade of operation, and has received earned media coverage in Hypebeast, GQ, Elle, Time+Tide, Oracle Time, and Danish outlets including Børsen, Finans, Jyllands-Posten, and Euroman. Revenue, funding, and ownership are not disclosed; the company is privately held with no reported venture capital, private equity, or parent company involvement. The website is supported in English, Japanese, Korean, Danish, French, and German, and Denmark is the primary domestic market while North America, broader Europe, Oceania, and parts of Asia represent the international footprint.

Name

About Vintage

Legal name

About Vintage

Website

https://aboutvintage.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

About Vintage (AV86) is a privately held Danish watch company that designs, sources, and sells vintage-inspired mechanical, automatic, and quartz wristwatches priced from $249 to $599 through a direct-to-consumer e-commerce store, a B2B wholesale platform, and physical retail partners across 150+ countries.

Ownership category

akta.pro rank

Product category

Vintage-Inspired Wristwatches

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

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

akta.pro secondary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Vintage wristwatches
• Automatic chronographs
• Dive watches
• Mechanical watches
• Watch accessories

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Watch Sales: AV86 generates the majority of revenue through direct online sales of its vintage-inspired watches to consumers globally. Watches are sold at price points ranging from approximately $249 to $599, with both stainless steel and gold-tone models. The brand offers a wide range of watch types including chronographs, divers, dress watches, GMTs, and moonphase models.
2. Accessories (Straps & Watch Rolls): AV86 sells complementary accessories including watch straps and watch rolls/displays, typically as add-on purchases to the main watch products.
3. B2B / Wholesale: AV86 operates a dedicated B2B and wholesale platform to supply retailers and third-party sellers with AV86 watches and accessories in bulk.
4. Gift Cards: AV86 offers digital gift cards as a product, allowing customers to purchase gift credits for friends or family.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

About Vintage (AV86) designs, sources, and sells vintage-inspired wristwatches across chronograph, diver, dress, mechanical, and moonphase categories, with sapphire crystal, automatic, hand-wound, and quartz movements, priced between $249 and $599. The company distributes globally through a direct-to-consumer Shopify storefront, a B2B wholesale platform, and a retail store locator, and offers complementary accessories (straps, watch rolls) and limited-edition co-branded collaborations.

Product overview

AV86 (About Vintage) is a Danish vintage-inspired watch brand offering a diverse portfolio of timepieces with Scandinavian/Nordic minimalist design philosophy. The core product line includes multiple watch collections: chronographs (1564 Chronodate Automatic, 1815, 1844, 1904, 1934 Telechron/Multichron, 1960 Racing), divers (1956 Marine Automatic, 1956 Marine Quartz), dress/mechanical watches (1954 Amalfi Mechanical, 1968 Mechanical, 1968 Sixtyeight, 1968 Moonphase), and kids watches (The Fandangos). All watches feature sapphire crystal, automatic or quartz movements, and stainless steel or gold cases. The company also offers accessories (straps, watch rolls/displays) and gift cards. Collaborative limited editions include partnerships with WWF Denmark, Frederique Constant, and Seconde/Seconde/. A B2B wholesale platform serves retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• 1564 Chronodate Automatic
• 1815 Chronograph
• 1844 Chronograph
• 1904 Chronograph
• 1934 Telechron
• 1934 Multichron
• 1954 Amalfi Mechanical
• 1956 Marine Automatic
• 1956 Marine (Quartz)
• 1960 Racing Chronograph
• 1968 Mechanical (Hand-Wound)
• 1968 Moonphase
• 1968 Sixtyeight
• The Fandangos (Kids' Watches)
• Watch Straps
• Watch Rolls and Displays
• Gift Card
• B2B & Wholesale Platform
• WWF Denmark Earthrise Collection (Limited Edition)
• Seconde/Seconde/ × 956 Marine Automatic (Limited Edition)
• 1988 × Frederique Constant Collaboration

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• WWF DenmarkcoreGTM or Marketing PartnerAV86 has an ongoing partnership with WWF Denmark, including limited-edition Earthrise Automatic watch releases with 25% of proceeds donated to the Turtle Foundation. The partnership combines environmental conservation with watchmaking, creating a sustainability-focused co-branded product line.
• AC MilanflagshipGTM or Marketing PartnerAV86 partnered with AC Milan football club to create the 1899 Rossonero Chronograph limited-edition watch. The partnership targets football fans globally with a co-branded timepiece celebrating the club's heritage.
• Crystal PalacecoreGTM or Marketing PartnerAV86 partnered with Crystal Palace FC for a Selhurst Park 100-year anniversary limited-edition watch, featuring a 3-link bracelet design.
• FC KøbenhavncoreGTM or Marketing PartnerAV86 collaborated with FC København to create a Matchday Chronograph limited-edition watch sold through the FCK Fanshop.
• DBU (Danish Football Association)coreGTM or Marketing PartnerAV86 partnered with DBU to create the 'Danmark Det Officielle Landsholdsur' (Official Danish National Team Watch) limited edition for 2024.
• Fubon Braves (CPBL)minorGTM or Marketing PartnerAV86 partnered with Fubon Braves, a professional baseball team in Taiwan's CPBL, creating a limited-edition co-branded watch for baseball fans.
• Seconde/ Seconde/coreStrategic or Co-development PartnerAV86 collaborated with Amsterdam-based creative studio seconde/seconde/ on a special edition 956 Marine Automatic watch, combining horology with creative art intervention.
• Frederique ConstantcoreStrategic or Co-development PartnerAV86 partnered with Swiss watchmaker Frederique Constant for a limited-edition collaboration (1988 x Frederique Constant), combining both brands' vintage-inspired design philosophies.
• Roskilde FestivalminorGTM or Marketing PartnerAV86 created a limited-edition 1971 Stagediver watch in collaboration with Roskilde Festival, one of Europe's largest music festivals held in Denmark.
• Kristian HaagenminorStrategic or Co-development PartnerAV86 collaborated with Danish watch enthusiast and influencer Kristian Haagen on a limited-edition 1970 Haagen GMT Automatic watch.
• KFA x Skov AndersenminorGTM or Marketing PartnerAV86 partnered with KFA (possibly a design collective) and Skov Andersen on a Play-on limited-edition watch collaboration.
• Turtle FoundationcoreGTM or Marketing PartnerAV86 supports the Turtle Foundation through its WWF Denmark partnership, with a portion of Earthrise edition proceeds donated to sea turtle conservation.
• Will BuxtoncoreGTM or Marketing PartnerFormula 1 broadcaster and journalist Will Buxton serves as an AV86 ambassador, with a curated collection (Will's Favorites) on the AV86 website featuring watches he has selected.
• Jonathan HarboeminorGTM or Marketing PartnerJonathan Harboe is listed as an AV86 ambassador, promoting the brand's watches.
• Pilou AsbækminorGTM or Marketing PartnerDanish actor Pilou Asbæk (known for Game of Thrones) serves as an AV86 ambassador, featuring in product photography and campaigns.
• Justin GatlinminorGTM or Marketing PartnerAmerican Olympic sprinter Justin Gatlin is an AV86 ambassador, featured in campaigns for the 1815 Chronograph Gold watch.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nordgreen: Danish DTC watch brand offering minimalist Scandinavian-design timepieces in a similar $200-$500 price band. Closely comparable on geography (Copenhagen), design philosophy (Nordic minimalism), and DTC go-to-market model.
• Vincero: US-based DTC microbrand selling affordable-luxury watches ($200-$600) with vintage/military aesthetics through a direct e-commerce motion — directly comparable product, price, and channel strategy.
• Daniel Wellington: Swedish-origin global DTC watch brand built on minimalist design, influencer marketing, and accessible pricing. Closest large-scale analogue to AV86's DTC-plus-collaborations playbook.
• TRIWA: Swedish Scandinavian watch brand offering accessible designer timepieces with a strong sustainability angle — comparable on Nordic design positioning, price band, and DTC-plus-wholesale distribution.
• MVMT (Movado Group): California-origin DTC microbrand (now owned by Movado Group) that pioneered the affordable-luxury online watch category. Highly comparable price points, target demographic, and e-commerce-led growth model.

Broad incumbents

• Bulova: Established American watchmaker with broad portfolio spanning affordable to mid-luxury mechanical and quartz timepieces. Overlaps with AV86 in the chronograph/dress category at comparable price points but operates through traditional wholesale and department-store channels.
• Fossil Group: Large US watch conglomerate (Fossil, Michael Kors, Armani, Diesel) covering the same affordable-fashion-watch segment. Comparable end-customer but vastly broader portfolio, scale, and traditional retail distribution.
• Frederique Constant: Swiss manufacture producing accessible mechanical watches in a similar sub-$2,000 price band. AV86 has an existing collaboration (1988 x Frederique Constant) and competes for the same entry-luxury buyer.
• Timex: Iconic heritage American watch brand with strong vintage-inspired aesthetic and accessible price points. Competes in the same vintage-design affordable-watch category via broad retail and DTC channels.
• Seiko: Japanese watchmaker with deep vertical integration offering affordable automatic and mechanical watches (Seiko 5, Presage, Prospex) — competing directly with AV86's automatic/mechanical lines on perceived horological authenticity at similar price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AboutVintage
• Instagraminstagram.com/av86official
• TikToktiktok.com/@av86official
• LinkedInlinkedin.com/company/about-vintage

Revenue estimate

Valuation estimate

Number of profiles

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 About Vintage