MATY

What MATY does

MATY is a French specialty jewelry and watch retailer founded in 1951 and headquartered in Besançon, operating as a Société par Actions Simplifiée (SAS) under SIREN 402 327 597. The company runs an omni-channel go-to-market combining the maty.com e-commerce platform with a network of physical bijouteries distributed across France, supported by e-reservation, click-and-collect, and a French-language customer service operation. Its assortment spans rings, earrings, bracelets, necklaces, pendants, and watches in materials including 375/750 gold, silver, gold-plated, and steel, with sub-brands such as Diam Emoi (synthetic diamonds), MATY Opéra, Holi, Vesontio, and the Héritage 70th-anniversary watch collection, alongside authorized resale of third-party watch brands including Tissot, Festina, Lip, Casio, Lacoste, Hugo Boss, Fossil, Pierre Lannier, Herbelin, Ice Watch, Balmain, and Tommy Hilfiger.

Revenue is generated across multiple streams: new jewelry and watch sales (one-time), second-hand jewelry sales (one-time), gold and precious metals buyback (transaction-based, paid via gift card or bank check), jewelry rental (recurring), and after-sales services including engraving, resizing, repair, and Diamond+ certification. Pricing spans from under €50 silver and fashion pieces to luxury diamond and gold jewelry priced above €5,000, supported by 3x/4x installment payment via credit card and PayPal, seasonal sales up to 50% off, and a loyalty program with a -15% member offer. The customer base is end-consumer — general public and gift buyers purchasing for life events including births, baptisms, communions, engagements, weddings, and holidays.

Underlying technology is conventional e-commerce infrastructure with no proprietary platform disclosed; the stack includes standard martech (Google Analytics, AT Internet, Microsoft Clarity, Hotjar, Splio, Lengow, Commander Act, RTB House for AI retargeting) and multi-channel digital advertising across Google Ads, Bing, Facebook, Pinterest, Kelkoo, and Tradedoubler. Operations are supported by in-house workshops staffed by diamontaires, setters, stylists, jewelers, and watchmakers. Geographic footprint is single-country (France), and the company is privately held with no disclosed parent, PE/VC, or IPO activity.

Name

MATY

Legal name

Maty

Website

https://maty.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

101–250 employees

Short description

MATY is a 70+ year-old French jewelry and watch retailer headquartered in Besançon, selling rings, necklaces, earrings, watches, and related services through maty.com and a network of physical bijouteries across France. It serves individual consumers and gift buyers purchasing for life events and offers gold buyback, second-hand sales, jewelry rental, and after-sales repair services.

Ownership category

akta.pro rank

Product category

Jewelry and Watch Retail

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Luxury Quartz Watches (CRAKADAB), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)

Keywords

• Fine jewelry retail
• Watches retail
• Second-hand jewelry
• Gold buyback service
• Jewelry repair services

Headquarters

HQ city

Besançon

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry and Watch Sales: Primary revenue from selling new jewelry (rings, necklaces, bracelets, earrings) and watches through e-commerce and retail stores. Products range from budget items under €50 to luxury pieces exceeding €5,000.
2. Gold and Precious Metals Buyback: MATY purchases gold, platinum, and silver jewelry from customers, offering payment via gift cards or bank checks. This service generates revenue through the acquisition of precious metal inventory at market rates.
3. Second-hand Jewelry Sales: Sale of pre-owned jewelry and watches at discounted prices, providing inventory refresh and circular economy revenue stream.
4. Jewelry Rental: Rental service for jewelry items, allowing customers to rent pieces for special occasions as an alternative to purchase.
5. After-sales Services: Professional services including jewelry repair, engraving, resizing, and watch maintenance. These services support customer retention and generate additional revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

MATY is a French jewelry creator and master watchmaker that designs, sources and sells jewelry (rings, earrings, bracelets, necklaces, pendants, alliances) and watches (automatic, quartz, solar, connected) under MATY's own collections and licensed brands, through its maty.com e-commerce site and physical bijouterie stores across France. The offering is complemented by in-house services: custom jewelry creation, engraving, resizing, jewelry and watch repair, gold and precious-metals buyback, jewelry rental, second-hand jewelry, diamond certification and gift cards.

Product overview

MATY is a French jewelry and watch retailer founded in 1951, operating as both an online store and physical boutique network. The core offerings consist of jewelry (bijoux) including rings, earrings, bracelets, necklaces, and pendants available in gold (375, 750), silver, gold-plated, and steel with precious and fine stones (diamonds, emeralds, rubies, sapphires, amethysts, topaz); and watches (montres) for women, men, and children featuring automatic, quartz, solar, and connected mechanisms. The product portfolio includes multiple sub-brands: Collection Diam Emoi (synthetic diamonds), Collection MATY Opéra and Collection Holi (iconic jewelry lines), Collection Vesontio (luxury line), and watch collections GM, Origine, and Héritage (70th anniversary). MATY complements its core products with services including custom jewelry creation with engraving, second-hand jewelry sales, jewelry rental, gold and precious metals buyback, repair and maintenance services, diamond certification, gift cards, and a loyalty program. The company positions itself as a creator jeweler (bijoutier créateur) and master watchmaker (maître horloger) with over 70 years of expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• MATY Jewelry (Bijoux) — rings, earrings, bracelets, necklaces, pendants and chains for women, men and children in gold (375, 750), silver, gold-plated and steel with precious and fine stones (diamond, emerald, ruby, sapphire, amethyst, topaz), spanning sub-collections Opéra, Holi, Vesontio and Diam Emoi (synthetic diamonds) Core fine-jewelry line covering women's, men's and children's rings, earrings, bracelets, necklaces, pendants and chains across precious metals and stones; caters to occasion purchases (births, baptisms, communions, weddings, gifts) and recurring wardrobe pieces.
• MATY Watches (Montres) for women, men and children — automatic, quartz, solar and connected watches, including MATY own-brand collections (GM, Origine, Héritage 70-year anniversary) and licensed partner brands (Tissot, Festina, Lip, Casio, Lacoste, Hugo Boss, Fossil, Pierre Lannier, Herbelin, Ice Watch, Balmain, Tommy Hilfiger, Flik Flak) Watch line for women, men and children covering automatic, quartz, solar and connected movements across MATY own-label collections and licensed partner brands.
• Atelier de création — custom jewelry design, personalization, engraving and resizing service Bespoke creation service for personalized jewelry including engraving, resizing and custom design workshops, aimed at customers seeking unique or made-to-measure pieces.
• Second-hand jewelry and watches (Bijoux et montres d'occasion) Pre-owned and vintage jewelry and watches sold at reduced prices, covering brands such as Breitling, Dior, Mont Blanc and Rolex; targets value-oriented and circular-economy buyers.
• Jewelry rental (Location de bijoux) Subscription-style rental service allowing customers to rent pieces for special occasions as an alternative to purchase.
• Gold and precious-metals buyback (Rachat d'or) Buyback service purchasing gold, platinum and silver jewelry from customers with payment via MATY gift card or bank check, monetizing unwanted precious-metal inventory at market rates.
• Jewelry repair and resizing services (Services bijoutiers) Professional in-store jewelry repair, restoration, resizing and ear-piercing services covering pieces purchased at MATY and elsewhere.
• Watch maintenance services (Services horlogers) — battery replacement, repair and all-brand servicing Watchmaker servicing covering battery replacement, repairs and maintenance for all watch brands, supporting ongoing customer retention.
• Engraving service (Gravure) Personalization service offering engraving on jewelry and watches for custom messages, initials and names.
• Diamond+ certification and appraisal service (Estimation et certification) Diamond and jewelry certification and appraisal service with quality grading for valuable pieces, supporting resale and customer confidence.
• Gift cards (Cartes cadeaux MATY) Physical and digital gift cards valid across the full MATY product and service catalog, used both as a gifting product and as a payout option for gold buyback.

Named customers2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Institut CurieminorOthersMATY participates in October Rose campaign, donating €1 to Institut Curie for each jewelry or watch order during the first fortnight of October, supporting breast cancer research.
• FevadminorOthersMATY is a member of the Fédération du e-commerce et de la vente à distance (Fevad) and adheres to its quality charter. Fevad is part of the European Ecommerce Europe Trustmark network.
• Watch Brands (Tissot, Festina, Lip, Casio, Lacoste, Hugo Boss, Fossil, Pierre Lannier, Herbelin, Ice Watch, Balmain, Tommy Hilfiger)coreChannel Partner/ Reseller/ DistributorMATY resells watches from multiple branded partners including Tissot, Festina, Lip, Casio, Lacoste, Hugo Boss, Fossil, Pierre Lannier, Herbelin, Ice Watch, Balmain, and Tommy Hilfiger through its e-commerce platform and physical stores.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pandora: Global Danish jewelry brand and retailer with deep penetration in charm bracelets, fashion jewelry and giftable collections across Europe. Comparable to MATY's fashion jewelry and gifting assortment, though Pandora operates primarily through branded concept stores and concessions rather than multi-brand retail.
• Swarovski: Global crystal jewelry and accessories brand with owned retail stores, e-commerce and wholesale distribution. Comparable to MATY on gifting, fashion jewelry and accessories, particularly in mid-price gifting occasions.

Direct peers

• Cleor (Groupe Cleor): French specialty jewelry chain operating physical stores nationwide with a broad assortment of gold, silver and fashion jewelry at accessible price points. Closely comparable to MATY on store-network distribution and mass-market French jewelry positioning.
• Histoire d'Or: Largest French specialty jewelry retail chain with a national network of physical stores and a multi-channel offering across fine and fashion jewelry. Directly comparable to MATY on product breadth, price ladder, occasion-based marketing, and omnichannel model.
• Bijouterie Julien d'Orcel: French specialty jewelry chain with nationwide stores focused on accessible gold and silver jewelry. Direct comparable to MATY on store-network-based French jewelry retail across value, mid-range and luxury tiers.
• Gemmyo: French online-first jewelry brand offering engagement rings, wedding bands and fine jewelry with made-in-France positioning. Comparable to MATY on the engagement/wedding occasion, premium price points, and direct-to-consumer online model, though without MATY's physical network.

Emerging players

• Courbet: French made-in-France online jewelry retailer specializing in lab-grown diamond engagement and bridal jewelry. Comparable to MATY's bridal/alliance category and DTC model, with overlap on occasion-driven premium purchases.
• Festina Group (Festina, Lotus, Jaguar, Candino): European watch manufacturer and brand owner whose watches MATY resells. Closely comparable through the channel-partner relationship and overlapping mid-range watch assortment sold in French specialty retail.
• Fossil Group: Multi-brand watch and accessories company whose brands (Fossil, Diesel, Michael Kors, Armani) are sold by MATY. Comparable on watch assortment and price tier served through French multi-channel jewelry retail.

Regional players

• La Redoute Bijoux: Jewelry and accessories sub-brand of French multi-category online retailer La Redoute. Comparable to MATY on France-focused e-commerce distribution of fashion jewelry across mass-market price points, though without MATY's physical retail or premium offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/maty_officiel
• Xx.com/matybijoutier
• Facebookfacebook.com/MATY.bijoutier

Compliance3 records

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 MATY