Benson
Benson by Marcel is a Los Angeles-based DTC luxury watch brand founded in 2016 that designs, builds-to-order, and sells Swiss-movement timepieces ($157-$7,500), including limited editions, custom builds, and bespoke commissions, directly to consumers worldwide.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Benson does
Benson (legally "Benson by Marcel," also operating as "Benson Watch Company") is a privately held luxury watch brand founded in 2016 and headquartered at 742 S Hill St, Los Angeles. The company designs, builds-to-order, and sells Swiss-movement timepieces directly to consumers through its Shopify-powered e-commerce storefront at bensonwatch.com, with pricing spanning $157 entry-level limited editions to $7,500 fully bespoke commissions, complemented by limited accessory and collectible lines.
Product architecture is centered on three layers: (1) limited-edition and exclusive-drop timepieces such as the Untitled Collection, EL Presidente, and Origin line, which use Swiss quartz movements, sapphire or scratch-resistant mineral crystal, and 18k gold-plated 316L stainless steel with moon phase complications in the premium tier; (2) customizable builds, including a Signature Custom Build (~$3,500, 12-14 weeks) and a fully Bespoke Build (~$7,500, 12-15 weeks) with case shape, materials (ceramic, carbon fiber, titanium), movement upgrades, and personalization; and (3) co-branded commemorative editions, exemplified by the multi-variant Benson x Stillman College 150th Anniversary collection. The company also lists an exploratory NFT project extending ownership into digital assets.
Revenue mechanics are predominantly one-time hardware sales plus high-margin custom/bespoke services. Direct-to-consumer is the primary GTM, supplemented by strategic retail partnerships and a global shipping/returns policy on a 60-day build-to-order cycle. Marketing leans on social (Facebook, Pinterest, X), email, and content-driven storytelling around the founder, Marcel. Capital is sourced from a single disclosed Regulation CF crowdfunding raise via OpenDeal Portal LLC (Republic) in October 2021 (~$396K), with stated plans to bring manufacturing back to the US. PR recognition includes The New York Times naming Benson a "Top Watch Company" and Town & Country ranking it #7 in Top 25 Watch Companies to Know.
Benson firmographics
Firmographics- Name
- Benson
- Legal name
- Benson by Marcel
- Website
- https://bensonwatch.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Benson by Marcel is a Los Angeles-based DTC luxury watch brand founded in 2016 that designs, builds-to-order, and sells Swiss-movement timepieces ($157-$7,500), including limited editions, custom builds, and bespoke commissions, directly to consumers worldwide.
- Ownership category
- akta.pro rank
Where Benson is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Benson business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Luxury Watch Sales: Primary revenue stream from direct sales of luxury designer watches ranging from limited editions to bespoke custom builds. One-time purchase model with prices from $157 to $7,500.
- Bespoke/Custom Build Services: Premium custom watch creation services including fully bespoke designs and signature custom builds. Estimated completion 12-15 weeks. Email consultation required.
- Accessories: Watch straps, bracelets, and related accessories including Omega Collection items.
- NFT Project: Exploratory NFT project to provide community with ownership that grows as the company grows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Limited Edition watches ($157-$350) |
| One time/ perpetual license | Pay-as-you-go | Premium Exclusive Drops ($500) |
| One time/ perpetual license | Pay-as-you-go | Signature Custom Build ($3,500) |
| One time/ perpetual license | Pay-as-you-go | Bespoke Build (1/1) ($7,500) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Benson product offering
Product offeringCore offering
Benson (Benson by Marcel / Benson Watch Company) designs, manufactures, and sells luxury designer watches directly to consumers through its owned e-commerce storefront. The portfolio spans limited edition timepieces, exclusive drops (Untitled Gold, EL Presidente), the Origin line, Benson x Stillman College commemorative editions, and premium Signature Custom Build and fully Bespoke Build (1/1) custom watch services with 12-15 week lead times. Watch winders and watch repair services are also offered, and the company is exploring an NFT project for community ownership.
Product overview
Benson by Marcel is a luxury watch company offering a portfolio of timepieces centered on the 'Benny' brand. The core product lineup includes the Untitled Collection (featuring the Signature Custom Build and Bespoke Build custom design services), the limited edition Origin line, and the EL Presidente exclusive drop watches. The company also offers the Stillman College 150th Anniversary limited edition timepieces in various configurations (Legacy Steel and Legacy Two-Toned variants for men and women). Additional offerings include custom build services ranging from template-based Signature Custom Build to fully bespoke designs, plus an emerging NFT project. Products feature Swiss quartz movements, water resistance up to 5 ATM, and premium materials including 18k gold plating and sapphire crystals. The company operates on a build-to-order model requiring 60-day delivery windows.
Differentiator
Problem solved
Functional benefit
Products and services
- Untitled Gold (Exclusive Drop) A 41mm luxury watch encased in 18k gold plating with quartz moon phase movement at the 6 o'clock position, gold toned enamel dial with monochromatic spiral fan design, and 18k gold plated 316L steel link band. Water resistant up to 5 ATM. Priced at $500.
- EL Presidente: Silver and Gold two-toned (Exclusive drop) A 41mm x 47.5mm luxury watch in brushed steel and polished gold with quartz moon phase movement at 6 o'clock, silver enamel dial with gold monochromatic spiral fan design, and rose gold plated 316L steel link. Water-resistant up to 5 ATM.
Quantifiable outcome
- 776 customer reviews accumulated on platform demonstrating customer satisfaction and product traction
- +2 more outcomes
Companies that use Benson
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Benson technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Benson partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Stillman CollegeflagshipCollaboration to create the official Stillman College 150th Anniversary Limited Edition timepiece. The watch commemorates 150 years of excellence, legacy, and the enduring power of HBCUs. Features commemorative dial with 'Celebrating 150 Years — Stillman College' etched into the face.
- ShopifycoreE-commerce platform powering the benesonwatch.com storefront. Powers shopping cart, checkout, and store operations. Noted as powering the online store.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Benson competitors and assessment
Company assessmentDirect peers
- Shinola: American DTC luxury watch brand based in Detroit, with similar $400-$3,000+ pricing tier, omnichannel retail strategy, and American design narrative built around craftsmanship. Operates own boutiques and e-commerce similar to Benson.
- Daniel Wellington: Affordable-luxury watch brand that built a global DTC brand on minimalist design and influencer-led marketing, with similar $150-$500 price points. Closest analog for asset-light, drop-style limited edition DTC watch model.
- MVMT Watches: LA-based DTC affordable watch brand (now owned by Movado Group) with similar $95-$300 entry-level pricing, built-to-online distribution, and limited-edition drops. Closely aligns with Benson's DTC/Instagram-led GTM.
- Nixon Watches: Lifestyle watch brand with similar sub-$500 price points aimed at style-conscious consumers; comparable product/price architecture and lifestyle positioning for men and women.
- Invicta Watch Group: Volume watch brand competing in the affordable-luxury and mid-tier price band; competes for similar value-conscious luxury watch buyers with extensive lineup and DTC presence.
- Luminox: Mid-tier watch brand with similar $200-$800 price band and DTC channel; comparable on technical features (water resistance, quartz/automatic) and limited-edition/tactical positioning.
Broad incumbents
- Bulova: Established mid-tier watch brand with broad $300-$3,000 portfolio and wide retail distribution. Provides larger-scale context for where Benson aspires to grow within the affordable-luxury tier.
- Fossil Group: Large watch conglomerate owning multiple DTC and licensed watch brands (Fossil, Michael Kors, Armani). Overlaps with Benson in affordable watch category but operates at vastly larger scale and through broad retail.
- Movado Group: Owns Movado, MVMT, and other watch brands spanning affordable to luxury; relevant comparable for capital-light DTC expansion and omnichannel watch portfolio strategy.
- Timex: Heritage affordable watch brand with strong American identity and DTC focus; similar accessible price points (sub-$300) and consumer positioning to Benson's lower-tier Origin line.
Market position
Strengths5 records
Weaknesses6 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Benson social profiles
Digital presenceBenson financial estimates
Financial estimateRevenue estimate
Valuation estimate
Benson leadership team
Management profileNumber of profiles
Profiles1 record
Benson funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Benson 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 Benson
What does Benson do?
Benson (Benson by Marcel / Benson Watch Company) designs, manufactures, and sells luxury designer watches directly to consumers through its owned e-commerce storefront. The portfolio spans limited edition timepieces, exclusive drops (Untitled Gold, EL Presidente), the Origin line, Benson x Stillman College commemorative editions, and premium Signature Custom Build and fully Bespoke Build (1/1) custom watch services with 12-15 week lead times. Watch winders and watch repair services are also offered, and the company is exploring an NFT project for community ownership.
Is Benson a public or private company?
Benson is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Benson founded?
Benson was founded in 2016. It employs 11 to 50 people.
Where is Benson based?
Benson is headquartered in Los Angeles, United States, in the North America region.
How does Benson make money?
Four revenue lines are on record. Luxury Watch Sales are the primary driver. The others are bespoke/Custom Build Services, accessories and NFT Project.
Who are Benson's main competitors?
Direct peers on record are Shinola, Daniel Wellington, MVMT Watches, Nixon Watches, Invicta Watch Group and Luminox. Broad incumbents are Bulova, Fossil Group, Movado Group and Timex.
Does Benson have an API?
No public API is recorded for Benson.