Maurice de Mauriac
Maurice de Mauriac is a family-owned Swiss mechanical watchmaker in Zurich, designing and selling modular ETA- and Concepto-powered watches (CHF 2,700–21,900) direct-to-consumer via its atelier and mdm-uhren.ch, primarily through numbered limited editions and collaborations with sports and lifestyle brands such as Stan Smith, Swiss Tennis, and Ferrari Club Switzerland.
- Company typePrivate
- Founded1997
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Maurice de Mauriac does
Maurice de Mauriac is a privately held, family-owned Swiss mechanical watchmaker based in Zurich (Rämistrasse 5, 8001 Zürich), founded by Daniel Dreifuss and now led by his sons Massimo and Leonard Dreifuss, known as the "Watchbros." The company designs, assembles, and sells mechanical Swiss watches across multiple collections — Chrono Modern, L-Series (Bauhaus-inspired L1/L2/L3), Skeleton (Grand Coeur, Blanc Coeur), Classic, City Dates, Pillow, and Collabs — using Swiss movements sourced from ETA / Valjoux and from Concepto, which produces custom manufacture calibres (C3038, C8100, MDM BIG DATE) modified specifically for MDM models. Materials include 316L stainless steel, a proprietary Zurich bronze alloy, titanium, and DLC coatings; cases, dials, and straps are modular, enabling customer personalisation, with straps (NATO, leather, rubber, Milanese, full bronze) and leather accessories sold separately.
The business operates exclusively direct-to-consumer, through the Zurich atelier (showroom, workshop, and watchmaking course / Uhrmacherkurs) and an owned e-commerce storefront (mdm-uhren.ch / mdm-watches.com, DE/EN) — no third-party retail or marketplace presence. Pricing ranges from CHF 2,700 (Stan Smith Signature, entry-level automatic) to CHF 21,900 (Blanc Coeur D'or, haute horlogerie skeleton); most production is limited-edition and numbered (Grand Coeur: 48 pieces; Blanc Coeur / D'or: 13 pieces each; The Legacy box set: 20 boxes; Stan Smith Signature: 300 pieces; Rallymaster Swiss Tennis: 130 pieces; Ferrari Club Jubilee: 25 pieces). Customer segments are affluent individual collectors and brands seeking co-branded limited editions — Stan Smith, Swiss Tennis (with ambassador Jil Teichmann), Ferrari Club Switzerland, and Racquet magazine — supported by a dense calendar of Swiss and international events (Geroldsmarkt, Watchweek Dubai, NY Windup Fair, St. Moritz, Swiss Classic World, tennis tournaments), earned media (New York Times, Hodinkee, Bilanz, 20 Minuten), and celebrity visibility (Russell Crowe). The company is bootstrapped with no funding rounds, parent, or subsidiary disclosed, and operates with a small named team of family members and one external designer (Fabian Schwaerzler).
Maurice de Mauriac firmographics
Firmographics- Name
- Maurice de Mauriac
- Legal name
- Maurice de Mauriac
- Website
- https://mdm-uhren.ch
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Maurice de Mauriac is a family-owned Swiss mechanical watchmaker in Zurich, designing and selling modular ETA- and Concepto-powered watches (CHF 2,700–21,900) direct-to-consumer via its atelier and mdm-uhren.ch, primarily through numbered limited editions and collaborations with sports and lifestyle brands such as Stan Smith, Swiss Tennis, and Ferrari Club Switzerland.
- Ownership category
- akta.pro rank
Maurice de Mauriac industry classification
Industry- Product category
- Luxury Mechanical Swiss Watches
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Luxury Mechanical Watches (CRAKADAA)
- akta.pro secondary industry
- Complications & Haute Horlogerie (CRAKADAG)
Keywords
Where Maurice de Mauriac is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Maurice de Mauriac business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain
Revenue model
- Mechanical watches: Sale of proprietary mechanical Swiss watches across multiple collections (Chrono Modern, L-Series, Classic, Skeleton, Pillow, Collabs). Prices range from approx. CHF 2,700 to CHF 21,900. Collections include limited editions and numbered individual pieces. Primary revenue driver.
- Watch straps and bands: Extensive range of watch straps: nato textile bands, leather bands (Barenia, crocodile, velour), rubber, metal bracelets. Sold individually at CHF 25–1,750. Modular strap system allows customers to personalise existing watches.
- Leather accessories: Leather accessories including watch cases (CHF 240–680), watch winders (single and double, CHF 450–820), credit card holders, dog leashes and collars, clothing (bucket hats CHF 100, flannel shirts CHF 220), keychains, wall clocks (CHF 180–290). All CITES-certified leather.
- Watchmaking course (Uhrmacherkurs): In-person watchmaking workshop experience offered at the Zurich atelier. Team-building activity mentioned in customer reviews. Provides tactile brand immersion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level mechanical: Stan Smith Signature Watch at CHF 2,700 |
| Unit Pricing | Pay-as-you-go | Watch strap accessories: CHF 25–1,750 |
| Unit Pricing | Pay-as-you-go | L-Series: L1 Red Lightning from CHF 4,050; L3 Weiss from CHF 5,100 |
| Unit Pricing | Pay-as-you-go | Chrono Modern (steel) from CHF 4,500; Bronze from CHF 5,350; Full Bronze from CHF 6,350 |
| Unit Pricing | Pay-as-you-go | Skeleton haute horlogerie: Grand Cœur CHF 14,900 (limited to 48 pieces); Blanc Cœur from CHF 17,900 (limited to 13 pieces) |
| Unit Pricing | Pay-as-you-go | The Legacy box set: CHF 9,870 (limited to 20 boxes) |
| Unit Pricing | Pay-as-you-go | Accessories: watch cases CHF 240–680, watch winders CHF 450–820, wall clocks CHF 180–290, bucket hats CHF 100, flannel CHF 220 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Maurice de Mauriac product offering
Product offeringCore offering
Maurice de Mauriac designs, assembles and sells mechanical Swiss watches from its Zurich atelier, organised into collections including Chrono Modern, L-Series, Skeleton, Classic, City Dates, Collabs, Modern, and Pillow. The company also sells an extensive range of interchangeable watch straps (nato, leather, rubber, metal bracelets), leather accessories (watch cases, winders, card holders, wall clocks, pet accessories), and offers an in-person watchmaking course (Uhrmacherkurs). Pricing ranges from approximately CHF 2,700 for entry collaborations to CHF 21,900 for haute horlogerie skeleton pieces.
Product overview
Maurice de Mauriac is a Swiss watchmaker family business based in Zurich (Rämistrasse 5, 8001) offering a portfolio of mechanical Swiss watches organized into distinct collections: the foundational Chrono Modern line (classic chronographs with the iconic 051015 dial), the Bauhaus-inspired L-Series (L1, L2, L3), Skeleton watches (Grand Coeur and Blanc Coeur with visible pulsating movements), Classic, City Dates, Collabs (collaborations with Stan Smith, Swiss Tennis, Ferrari Club Switzerland, and Racquet magazine), Modern, and Pillow. The company also sells an extensive range of interchangeable watch straps (nato textile, leather in Barenia/croco/velours, rubber, metal bracelets) and leather accessories including watch cases, watch winders, credit card holders, wall clocks, key chains, clothing, and pet accessories. All watches are assembled with love in Zurich, using Swiss mechanical movements from ETA, Concepto, and Valjoux.
Differentiator
Problem solved
Functional benefit
Products and services
- The Legacy Box Set Limited edition commemorative box set honouring founder Daniel Dreifuss, comprising a bronze Chrono Modern Big Date watch, a Swiss forest knife from PanoramaKnife, and a single malt whisky from Destillerie Macardo. Limited to 20 boxes worldwide at CHF 9,870.
- Racquet Rallymaster Series Series of mechanical Swiss watches created in collaboration with Racquet magazine and tennis legend Stan Smith, celebrating tennis culture and Swiss craftsmanship. Includes Rallymaster I, II, III, and IV numbered special editions.
- Rallymaster Swiss Tennis Mechanical Swiss watch created in collaboration with Swiss Tennis to celebrate 130 years of the federation (1896–2026). Limited to 130 pieces worldwide; Swiss tennis player Jil Teichmann is brand ambassador.
- Ferrari Club Switzerland Jubilee Edition Mechanical Swiss watch created as the official Jubilee Edition for the 25th anniversary of Ferrari Club Switzerland. Limited to 25 pieces.
- Stan Smith Signature Watch
Quantifiable outcome
- ETA 7750 movement accuracy: 1 to 6 seconds per day deviation
- +3 more outcomes
Companies that use Maurice de Mauriac
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Maurice de Mauriac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Maurice de Mauriac partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Swiss Tennis (Schweizerischer Tennisverband)coreCollaboration to celebrate 130 years of Swiss Tennis (1896–2026). The Rallymaster Swiss Tennis watch is limited to 130 pieces worldwide. Swiss tennis player Jil Teichmann serves as brand ambassador. Marc-Andrea Hüsler also wore the watch at his farewell match at Zug Open. Official launch date: 13 July 2026.
- Stan SmithcoreOver two years, Daniel, Massimo, and Leonard Dreifuss collaborated directly with tennis legend Stan Smith to create the Stan Smith Signature Watch. The watch is limited to 100 pieces per colour (green, red, blue) — one for each of Stan Smith's 100 career tournament wins. Stan Smith signed each watch and provided his personal portrait, which is mounted on the caseback glass. The collaboration also includes a Stan Smith book 'Some People think I'm a shoe' and a signed tennis ball.
- Ferrari Club SwitzerlandcoreFerrari Club Switzerland — the biggest Ferrari Club in Europe with 300+ members — commissioned a Jubilee Edition of 25 watches to celebrate its 25th anniversary. The collaboration reflects shared values of passion, precision, and craftsmanship. The brand participated in the club's anniversary weekend at the Swiss Alps alongside 35 Ferraris.
- Concepto ( manufacture movement maker)coreConcepto manufactures custom calibres exclusively for Maurice de Mauriac, including the MDM BIG DATE, C8100, and C3038. Concepto modifies the architecture of its movements specifically for MDM models (e.g., relocating the escapement for the Grand Cœur and Blanc Cœur). These manufacture movements form the technical heart of the L-Series and Skeleton collections.
- Panorama KnifeminorSwiss knife manufacturer. Produced the 'Waldmesser' (forest knife) featured in The Legacy box set. The knife exclusively displays mountain silhouettes of Piz Bernina, Tödi, Uetliberg, and Wellhorn — Swiss mountains. Part of The Legacy collection launched in honour of founder Daniel Dreifuss.
- Destillerie MacardominorSwiss whisky distillery. Produced a single malt whisky at 49% ABV, limited to 20 bottles, included in The Legacy box set at CHF 9,870. The whisky is described as 'a rarity for whisky connoisseurs who wish to enjoy or collect 49% alcohol in its most intoxicating form.'
- WatchBros (Massimo and Leonard Dreifuss)coreThe two sons of founder Daniel Dreifuss — Massimo and Leonard Dreifuss — operate as the 'Watchbros' and co-developed the Grand Cœur (their first independent creation), Blanc Cœur, and Blanc Cœur D'or. They relocated the escapement and balance wheel to the top of the movement for visual drama, and designed the red sapphire heartbeat effect. They represent the second generation leading product development.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Maurice de Mauriac competitors and assessment
Company assessmentDirect peers
- Habring²: Small Austrian independent producing mechanical chronographs and limited editions in tiny runs. Comparable on small-batch independent mechanical watchmaking with strong storytelling and modest direct-to-consumer reach.
- Urwerk: Independent Swiss maker of avant-garde, complication-driven limited mechanical watches. Comparable on small-batch production, proprietary movement architecture, and collector-driven DTC marketing.
- Bremont: British mechanical watchmaker with strong motorsport/aviation narrative and limited-edition strategy. Comparable on sport-themed collaborations and storytelling-led positioning at a similar mid-luxury price band.
- H. Moser & Cie. Swiss independent producing minimalist mechanical watches with in-house movements and a strong brand-storytelling emphasis. Comparable on independent positioning, design-led collections, and a similar price ladder running into five figures.
- Oris: Swiss independent mechanical watchmaker with strong heritage, broad retail distribution, and a comparable price band (mid-luxury mechanical). Competes for the same collector/customer segment that values Swiss craft without entering true haute horlogerie pricing.
- NOMOS Glashütte: German independent watchmaker known for Bauhaus-inspired mechanical watches with in-house movements. Directly comparable to Maurice de Mauriac on design philosophy, DTC strategy, and a similar entry-to-mid mechanical price band.
- Czapek & Cie: Re-launched independent Swiss watchmaker focused on mechanical chronographs and limited runs. Comparable on independent positioning, mechanical chronograph core, and use of limited editions to drive collector demand.
- MB&F: Geneva-based independent haute horlogerie brand creating sculptural, narrative-driven limited editions. Comparable on the limited-edition/scarcity model, narrative-led marketing, and the use of independent manufacture movements.
Broad incumbents
- TAG Heuer: Large established Swiss luxury brand with broad retail distribution and a strong motorsport/sports marketing heritage. Competes for the same motorsport-collector customer (e.g., the Ferrari Club audience) but at much larger scale and lower price points.
- Longines: Established Swatch Group brand with broad distribution and a sports heritage (tennis — Billie Jean King Cup, Wimbledon). Competes for the same tennis-themed Swiss craft customer at lower price points and significantly wider distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Maurice de Mauriac social profiles
Digital presenceMaurice de Mauriac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maurice de Mauriac leadership team
Management profileNumber of profiles
Profiles2 records
Maurice de Mauriac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maurice de Mauriac 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 Maurice de Mauriac
What does Maurice de Mauriac do?
Maurice de Mauriac designs, assembles and sells mechanical Swiss watches from its Zurich atelier, organised into collections including Chrono Modern, L-Series, Skeleton, Classic, City Dates, Collabs, Modern, and Pillow. The company also sells an extensive range of interchangeable watch straps (nato, leather, rubber, metal bracelets), leather accessories (watch cases, winders, card holders, wall clocks, pet accessories), and offers an in-person watchmaking course (Uhrmacherkurs). Pricing ranges from approximately CHF 2,700 for entry collaborations to CHF 21,900 for haute horlogerie skeleton pieces.
Is Maurice de Mauriac a public or private company?
Maurice de Mauriac is a private company. It is classified as family owned and is currently operating.
When was Maurice de Mauriac founded?
Maurice de Mauriac was founded in 1997. It employs 11 to 50 people.
Where is Maurice de Mauriac based?
Maurice de Mauriac is headquartered in Zürich, Switzerland, in the Europe region.
How does Maurice de Mauriac make money?
Four revenue lines are on record. Mechanical watches are the primary driver. The others are watch straps and bands, leather accessories and watchmaking course (Uhrmacherkurs).
Who are Maurice de Mauriac's main competitors?
Direct peers on record are Habring², Urwerk, Bremont, H. Moser & Cie., Oris, NOMOS Glashütte, Czapek & Cie and MB&F. Broad incumbents are TAG Heuer and Longines.
Does Maurice de Mauriac have an API?
No public API is recorded for Maurice de Mauriac.
What industry is Maurice de Mauriac in?
Maurice de Mauriac's product category is Luxury Mechanical Swiss Watches. Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAG, Complications & Haute Horlogerie. Its NAICS code is 458110 and its SIC code is 5600.