Backes & Strauss
Backes & Strauss, founded in London in 1789, is the world's oldest diamond company producing bespoke Swiss-made diamond watches priced from £50,000 to over £1 million for ultra-high-net-worth collectors globally via commissions, e-boutique, and authorized retailers.
- Company typePrivate
- Founded1789
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Backes & Strauss does
Backes & Strauss, founded in London in 1789, is the world's oldest diamond company and produces ultra-luxury, diamond-encrusted Swiss-made watches priced from approximately £50,000 to over £1 million per piece. The firm serves ultra-high-net-worth collectors globally through a combination of bespoke commissions, direct appointments, a proprietary e-boutique, and a network of authorized retailers across the UK, Asia, Africa, and the Middle East. Operations are based in London, while the corporate headquarters and manufacturing sit within the Franck Muller Watchland facility in Genthod, Switzerland, as a subsidiary of the Franck Muller Group.
The technical foundation is the proprietary Backes & Strauss 'Ideal Cut' diamond-setting method developed in the 19th century, engineered to maximize light return through precise mathematical proportions, paired with Swiss-made movements (including tourbillons and perpetual calendars) sourced from the parent group's Watchland manufacture. Diamond sourcing is conducted under Kimberley Process and System of Warranties compliance with stones traceable to specific mines, supporting provenance claims relevant to the luxury segment.
The business model combines high-margin bespoke commissions with limited-edition collection drops (e.g., the W1 line launched in 2024 and the Ranthambore Reserve in 2025), conservation-linked product initiatives such as the Vitesse Collection, and a co-ownership channel introduced via partnership with Covett. Brand ambassadors include members of the British Royal Family — Prince and Princess Michael of Kent, the latter supporting wildlife conservation — alongside prominent sports figures. The company holds authorization to use the Prince Michael of Kent royal cypher on its timepieces.
Backes & Strauss firmographics
Firmographics- Name
- Backes & Strauss
- Legal name
- Backes & Strauss Luxury Watches & Jewellery AG
- Website
- https://backesandstrauss.com
- Company type
- Private
- Founded year
- 1789
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Backes & Strauss, founded in London in 1789, is the world's oldest diamond company producing bespoke Swiss-made diamond watches priced from £50,000 to over £1 million for ultra-high-net-worth collectors globally via commissions, e-boutique, and authorized retailers.
- Ownership category
- akta.pro rank
Backes & Strauss industry classification
Industry- Product category
- Luxury Diamond Watches
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)
- akta.pro secondary industries
- Watch & Timepiece Retail (CRAKAGAD), Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ)
Keywords
Where Backes & Strauss is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Backes & Strauss business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Luxury Watch Sales: Sale of Swiss-made luxury diamond watches through e-boutique, authorised retailers, and direct sales. Products range from classic collections to exclusive masterpieces priced from £50,000 to over £1 million.
- Bespoke/Commissioned Timepieces: Custom-made watches created to individual client specifications. Clients select case material, gemstones, cuts, settings, and dial options. Prices for bespoke commissions range from £50,000 to well over £1 million.
- After-Sales Service: Maintenance, repair, and servicing of Backes & Strauss timepieces. Recommended service every three years, battery changes every two years for quartz movements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | W1 AM D2R Collection - Starting price for entry luxury steel watch |
| Unit Pricing | One time/ perpetual license | Queen of Hearts Collection - High jewellery ladies' watches |
| Other | Multi-year contract | Bespoke/Commissioned Timepieces |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels5 records
Backes & Strauss product offering
Product offeringCore offering
Backes & Strauss designs, manufactures, and sells bejewelled luxury Swiss-made diamond watches across multiple collections (W1, Mayfair, Piccadilly, Queen of Hearts, Regent, Berkeley). The company offers bespoke commissioning services for fully customised timepieces with personalised dials, gemstone settings, and movement decoration, with private commissions ranging from £50,000 to over £1 million.
Product overview
Backes & Strauss is a British luxury watch and jewellery house founded in 1789, specializing in high-end diamond watches and bespoke timepieces. The company operates as part of the Franck Muller Group and offers its products through multiple collections including the W1 Collection (thin steel watches), Mayfair Collection (ladies' diamond watches), Piccadilly Princess Royal Colours (limited edition masterpieces), Queen of Hearts Collection (heart-shaped gemstone watches), Berkeley Emperor Tourbillon series (high-complication tourbillons), and Regent collection (classic oval timepieces). The portfolio also includes bespoke services for custom commissions, exclusive masterpieces like The Empress and Green African Elephant, and collaborations with royalty including the Royal Kent Collection and Vitesse Collection. All timepieces are Swiss Made and crafted at Franck Muller Watchland, with diamonds featuring the brand's signature Ideal Cut and Hearts & Arrows pattern. The company also offers global after-sales service across New York, Tokyo, London, and Geneva.
Differentiator
Problem solved
Functional benefit
Brands
- Royal Collection: Exclusive timepieces inspired by British royalty, including the Royal Kent Collection and royal-themed masterpieces.
- W1 Collection
- Mayfair Collection
- Piccadilly Princess
- Queen of Hearts
- Berkeley Collection
- Regent Collection
- Vitesse Collection
- Alice Collection
Products and services
- Bespoke Services
- W1 Collection
- Mayfair Collection
- Queen of Hearts Collection
- Berkeley Emperor Tourbillon
- Regent Collection
- Royal Kent Collection
- Vitesse Collection
- Piccadilly Princess Royal Colours
- Alice Collection
- Royal Jester
- Regent Royal Black Knight
- The Empress
- Green African Elephant
- Earl of Strauss Brilliant
- Piccadilly Renaissance
- Berkeley Renaissance Duke Tourbillon D2R
- Regent Argyle
- Regent Beau Brummell Tourbillon Pocket Watch
- Regent Theo Fennell Rainbow
- W1 Anthracite Edition
- Ranthambore Reserve
- After-Sales Service
Quantifiable outcome
- World's oldest diamond company - 235+ years of expertise
- +2 more outcomes
Companies that use Backes & Strauss
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Backes & Strauss technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Backes & Strauss partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- HRH Princess Michael of KentcoreCollaboration on Vitesse Collection - five-piece watch collection inspired by HRH's lifelong passion for cheetah conservation. Each piece features hand-painted cheetahs on Métiers d'Art dials. Supports Endangered Species Centre in South Africa and Cheetah Conservation Fund in Namibia.
- HRH Prince Michael of KentcoreRoyal appointment as brand ambassador. Prince Michael visited workshops in Geneva and expressed support for British craftsmanship. The Royal Kent Collection was created featuring oval-shaped Regent watches with Royal Coat of Arms.
- GemfieldscorePartnership with world's leading supplier of responsibly sourced coloured gemstones. Created Green African Elephant watch featuring Gemfields Zambian emeralds in support of Space for Giants conservation initiative.
- Space for GiantsminorInternational conservation organisation partnered for 'Walk for Giants' campaign. The Green African Elephant watch supports protection of African wildlife.
- Theo FennellcoreCollaboration with British jeweller to create Regent Theo Fennell Rainbow - colourful oval watch featuring Fennell's dynamic designs.
- CovettminorShared ownership platform partnership allowing co-ownership of rare timepieces among 3 other co-owners plus Covett (20% share each). Covers logistics, cleaning, maintenance, and insurance.
- Lux Afrique BoutiqueminorAfrica's first luxury online shopping boutique delivering to 54 countries across the continent. Includes 24-hour concierge service for high-net-worth individuals.
- LymitedminorPartnership for offering Backes & Strauss limited and bespoke collections on Lymited website.
- About TimepiecesminorCollaboration on W1 Anthracite edition from the W1 collection, unveiled in 2025.
- Azat MardminorMenswear brand partnership celebrating British and Armenian heritage through watch design.
- Diamwill of AntwerpcoreTrusted long-time client and diamond sourcing partner for Namib Queen of Hearts creation featuring Namibian Fancy Intense Yellow diamonds.
- Namib Desert Diamonds (NAMDIA)coreSourcing of Namibian diamonds for the Namib Queen of Hearts limited edition watch.
- Splendore UniqueminorLondon-based bespoke watch specialist partnered for Regent Arqaam Collection.
- House of RoseminorIndia partnership for The Ranthambore Reserve - five-piece limited edition timepiece inspired by India's regal wildlife.
- Dani AlvesminorBrazilian football legend partnership for series of timepieces celebrating his achievements.
- Franck Muller GroupcoreParent company. Backes & Strauss is part of the Swiss watchmaking group. Watches are crafted at Franck Muller Watchland in Switzerland. Partnership described as 'Meeting of Masters' combining diamond expertise with horological precision.
- Fuli GemstonesminorPartnership for Queen of Hearts Peridot luxury ladies' watch featuring Fuli's finest peridot gemstones.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Backes & Strauss competitors and assessment
Company assessmentDirect peers
- Jacob & Co: Jacob & Co is a New York-based luxury watch and jewellery house known for highly bejeweled, high-complication timepieces (e.g., Billionaire, Astronomia). It is the closest direct comparable to Backes & Strauss given its overlapping niche of diamond-set, high-jewellery watches sold to UHNW collectors and celebrities.
- Graff: Graff is a London-based diamond house with a watch and jewellery division producing gem-set high jewellery watches (e.g., Graff Graffstar, MasterGraff). Its heritage in rare diamonds and bejeweled timepieces closely mirrors Backes & Strauss's positioning at the intersection of fine jewellery and haute horlogerie.
- Harry Winston: Harry Winston's Timepieces division produces high-jewellery watches including the Ocean, Avenue, and Histoire de Tourbillon collections. Both brands combine American/British diamond heritage with Swiss movement manufacturing to serve UHNW clients seeking diamond-intensive timepieces.
Broad incumbents
- Piaget: Piaget is a Richemont-owned Swiss maison renowned for high-jewellery watches (Limelight, Possession) and ultra-thin movements. It competes for the same UHNW jewellery-watch buyer but offers a broader portfolio spanning jewellery, bracelets, and traditional timepieces.
- Chopard: Chopard's Haute Joaillerie and Imperiale watch lines target UHNW buyers seeking gem-set Swiss timepieces. Like B&S, Chopard emphasizes ethically sourced diamonds and craftsmanship, but operates across a wider jewellery and watch assortment.
- Bulgari: Bulgari, part of the LVMH group, produces high-jewellery watches (Serpenti, Divas' Dream, Octo Finissimo) for luxury clientele. It competes with B&S at the high-jewellery end of watchmaking but has a far broader portfolio across jewellery, accessories, and hotels.
- Boucheron: Boucheron, a Kering-owned Parisian jeweller, offers high-jewellery timepieces (Reflet, Serpent Bohème) targeting UHNW collectors. It shares B&S's positioning around French/European craftsmanship heritage but operates at significantly larger scale across fine jewellery.
- Franck Muller: Franck Muller is the parent group of Backes & Strauss and a Swiss watchmaker known for high-complication, artistic timepieces (Crazy Hours, Aeternitas). While structurally the parent, Franck Muller itself is a broad incumbent in haute horlogerie serving a wider and less gem-set-focused customer base.
- Richard Mille: Richard Mille produces ultra-luxury sport-complication watches in the seven-figure price tier. While not gem-set focused, it competes with B&S for UHNW and celebrity buyers seeking exclusive, high-priced timepieces and shares a similar distribution and bespoke-style approach.
- Cartier: Cartier, part of Richemont, sells iconic high-jewellery watches (Ballon Bleu, Panthère, Crash) alongside its broader jewellery and accessories business. It is a broad incumbent competing for the same UHNW buyer that B&S targets but at vastly greater scale and brand recognition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Backes & Strauss social profiles
Digital presenceBackes & Strauss compliance and trust
Trust signalCompliance1 record
Backes & Strauss financial estimates
Financial estimateRevenue estimate
Valuation estimate
Backes & Strauss leadership team
Management profileNumber of profiles
Profiles3 records
Backes & Strauss funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Backes & Strauss 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 Backes & Strauss
What does Backes & Strauss do?
Backes & Strauss designs, manufactures, and sells bejewelled luxury Swiss-made diamond watches across multiple collections (W1, Mayfair, Piccadilly, Queen of Hearts, Regent, Berkeley). The company offers bespoke commissioning services for fully customised timepieces with personalised dials, gemstone settings, and movement decoration, with private commissions ranging from £50,000 to over £1 million.
Is Backes & Strauss a public or private company?
Backes & Strauss is a private company. It is classified as family owned and is currently operating.
When was Backes & Strauss founded?
Backes & Strauss was founded in 1789. It employs 51 to 100 people.
Where is Backes & Strauss based?
Backes & Strauss is headquartered in London, United Kingdom, in the Europe region.
How does Backes & Strauss make money?
Three revenue lines are on record. Luxury Watch Sales are the primary driver. The others are bespoke/Commissioned Timepieces and after-Sales Service.
Who are Backes & Strauss's main competitors?
Direct peers on record are Jacob & Co, Graff and Harry Winston. Broad incumbents are Piaget, Chopard, Bulgari, Boucheron, Franck Muller, Richard Mille and Cartier.
Does Backes & Strauss have an API?
No public API is recorded for Backes & Strauss.
What industry is Backes & Strauss in?
Backes & Strauss's product category is Luxury Diamond Watches. Its primary akta.pro industry code is CRAKAIAA, Fine Jewelry Manufacturing (Precious Metals & Gem-Set), with a secondary code of CRAKAGAD, Watch & Timepiece Retail. Its NAICS code is 458310 and its SIC code is 5944.