PointTec

What PointTec does

PointTec (legal entity: POINT TEC Products Electronic GmbH) is a German watch manufacturer founded in 1987 and headquartered in Ismaning, with mechanical and quartz watch assembly performed at its own production facility in Ruhla. The company sells a portfolio of four consumer brands — ZEPPELIN, IRON ANNIE, Bauhaus, and Ruhla — plus a kicker-licensed line, each built around a distinct design narrative (aviation history, military heritage, Bauhaus minimalism, traditional Thuringian watchmaking) and all carrying a "Made in Germany" positioning supported by Swiss and Japanese movement sourcing.

The company operates a hybrid go-to-market. On the B2C side, it runs owned e-commerce storefronts at pointtec.de and brand-specific subdomains (ironannie.de, zeppelin.de, bauhaus-uhr.de, ruhla-uhr.de), supplemented by an authorized dealer network with a public dealer search. On the B2B side, the Private Label division manufactures custom-branded watches for industrial, automotive, aviation, and government clients — including Bosch, Siemens, Audi, Volkswagen, Lufthansa, Air France, Deutsche Bundeswehr, and NATO — with minimum order quantities of 100 units and full in-house design-to-production control. Revenue streams therefore span direct e-commerce unit sales, wholesale to authorized dealers, B2B custom manufacturing contracts, and accessory/strap sales through a dedicated Bänder-Shop.

Operationally, PointTec is an independent, owner-managed Mittelstand company led by Managing Directors Willi Birk and Nathalie Birk, with no external private equity or venture capital backing and no disclosed funding history. Direct consumer shipping is currently limited to domestic Germany; international reach is achieved through the dealer network and B2B relationships rather than cross-border DTC. The technology and compliance stack is conventional for an e-commerce retailer (Google Analytics/Ads, Facebook Pixel, PayPal, Amazon Pay, Händlerbund seals, Myfactory ERP, GDPR-compliant data handling) and does not extend to proprietary AI/ML capabilities; product innovation centers on design, movement sourcing, and craftsmanship rather than software.

Name

PointTec

Legal name

POINT TEC Products Electronic GmbH

Website

https://pointtec.de

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

PointTec is a German watch manufacturer (founded 1987, Ismaning/Ruhla) selling four consumer brands — ZEPPELIN, IRON ANNIE, Bauhaus, and Ruhla — via owned e-commerce and authorized dealers, while operating a Private Label B2B division that produces custom-branded watches for corporate and government clients including Bosch, Siemens, Audi, Lufthansa, and NATO.

Ownership category

akta.pro rank

Product category

Watch Manufacturing

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

akta.pro secondary industries

Independent/Microbrand Watches (CRAKADAH), Watch & Timepiece Retail (CRAKAGAD)

Keywords

• German watch manufacturing
• Mechanical timepieces
• Aviation inspired watches
• Private label watches
• Made in Germany watches

Headquarters

HQ city

Ismaning

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales (B2C): PointTec generates revenue through its owned e-commerce platforms (www.pointtec.de and brand-specific subdomains) selling watches and accessories directly to consumers. The company offers a complete online shopping experience including cart, checkout, customer accounts, and wishlist functionality.
2. Private Label B2B Manufacturing: PointTec manufactures custom-branded watches for corporate clients including industrial companies, automotive manufacturers, airlines, and government/military organizations. Minimum order quantities start at 100 units, with design, development, and production handled in-house.
3. Wholesale to Authorized Dealers: PointTec distributes its branded watches (IRON ANNIE, ZEPPELIN, Bauhaus, Ruhla) through a network of authorized dealers and retail partners. The company maintains a dealer search function and certifies authorized dealers.
4. Watch Strap/Accessory Sales: The company sells replacement watch straps including leather and metal bands through its Bänder-Shop (strap shop) section, generating additional revenue from accessory sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

PointTec designs, manufactures, and distributes German-made watches under four owned brands — ZEPPELIN, IRON ANNIE, Bauhaus, and Ruhla — primarily producing mechanical and quartz timepieces with Swiss and Japanese movements at its own facility in Ruhla. The company sells these branded watches directly to consumers through owned e-commerce platforms and authorized dealers, while also offering a Private Label B2B service that produces custom-branded watches for corporate and government clients starting at a 100-unit minimum order.

Product overview

PointTec is a German watch manufacturer offering a portfolio of four distinct watch brands (ZEPPELIN, IRON ANNIE, Bauhaus, and Ruhla), all certified Made in Germany with in-house production at their Ruhla facility. The company operates a B2C e-commerce platform for direct sales under their own brands, while simultaneously offering Private Label manufacturing services to corporate clients including Bosch, Siemens, Audi, and Lufthansa, enabling custom-branded timepiece production from as few as 100 units with in-house design capabilities. The portfolio includes both complete watches and accessory straps (leather, metal, mesh) sold through their brand-specific online shops.

Differentiator

Problem solved

Functional benefit

Brands

• IRON ANNIE: Watch brand offering pilot watches and aviation-inspired timepieces made in Germany
• ZEPPELIN
• Bauhaus
• Ruhla
• Private Label

Products and services

• ZEPPELIN watches Premium German-made watch brand inspired by zeppelin airships and aviation history, featuring collections such as LZ 129 Hindenburg, Graf Zeppelin, and Friedrichshafen series. Sold to individual consumers via the company's e-commerce platform and authorized dealers.
• IRON ANNIE watches German watch brand inspired by military aviation, offering robust timepieces with aviation heritage and functional design. Sold to individual consumers via e-commerce and authorized dealers.
• Bauhaus watches Watch brand following Bauhaus design principles, emphasizing minimalist aesthetics and functional German design. Sold to individual consumers via its dedicated e-commerce platform and authorized dealers.
• Ruhla watches Traditional German watch brand from the watchmaking town of Ruhla, manufactured at PointTec's own production facility in Ruhla, featuring classic and functional timepiece designs. Sold to individual consumers via its dedicated e-commerce platform and authorized dealers.
• Private Label custom watch manufacturing B2B service producing custom-branded watches for corporate and government clients (including Bosch, Siemens, Audi, Volkswagen, Lufthansa, Air France, Deutsche Bundeswehr, NATO) with full in-house design and production capabilities, starting at a minimum order quantity of 100 units.
• Watch straps and accessories (Bänder-Shop) Online shop offering replacement watch straps including leather (€49–€109), metal mesh (€69) and multi-row metal bands (€89), compatible with PointTec brand watches, sold as accessories.

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• Nathalie BirkcoreOthersManaging Director (Geschäftsführer) of POINT TEC Products Electronic GmbH. As one of the owners, she represents the company's owner-managed structure.
• Willi BirkcoreOthersManaging Director (Geschäftsführer) of POINT TEC Products Electronic GmbH. As one of the owners, he represents the company's owner-managed structure.
• Google Ireland LimitedsupportingTechnology or IntegrationGoogle provides web analytics (Google Analytics), advertising services (Google Ads with conversion tracking), and mapping services (Google Maps for store locator) to support PointTec's digital marketing and customer experience.
• Meta Platforms Ireland (Facebook)supportingTechnology or IntegrationFacebook provides the Custom Audiences remarketing function through Facebook Pixel, enabling PointTec to deliver targeted advertising to website visitors on Facebook and Instagram.
• PayPal (Europe) S.à.r.l. et Cie, S.C.A.supportingTechnology or IntegrationPayPal provides payment processing services including PayPal Express checkout, enabling secure online payments for PointTec e-commerce transactions.
• Händlerbund Management AGsupportingGTM or Marketing PartnerHändlerbund provides the Shopauskunft customer review widget and the Käufersiegel (buyer protection seal) certification, enhancing trust and transparency for PointTec's online store.
• PROLIANCE GmbH / datenschutzexperte.desupportingImplementation/ SI/ Consulting PartnerExternal data protection officer (Datenschutzbeauftragter) service provider, ensuring GDPR compliance for PointTec's data processing activities.
• Myfactory International GmbHsupportingTechnology or IntegrationExternal warehouse management system (Warenwirtschaftssystem) provider used for order processing and fulfillment operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Citizen Watch: Major Japanese watch manufacturer producing quartz and mechanical watches at scale across multiple price tiers. Comparable because Citizen supplies movements (e.g., Miyota) that PointTec and similar mid-sized assemblers often rely on.
• Hamilton: Established Swiss-American watchmaker with a long aviation heritage and a broad mid-tier portfolio including pilot watches. Overlaps with PointTec's ZEPPELIN and IRON ANNIE branding themes at a larger distribution scale.
• Tissot: Mass-premium Swiss watchmaker (part of Swatch Group) with broad global retail distribution. Competes with PointTec at the accessible mechanical watch tier and represents the scaled incumbent benchmark for mid-premium positioning.
• Seiko: Large Japanese watchmaker producing both quartz and mechanical movements used across the industry. Relevant as a movement supplier comparable to PointTec's Swiss/Japanese sourcing and as a competitor at the accessible mechanical tier.

Direct peers

• Nomos Glashütte: Independent German watchmaker producing minimalist, Bauhaus-influenced mechanical watches in-house in Glashütte. Directly comparable to PointTec's Bauhaus brand for design language, German craftsmanship, and mid-premium price tier.
• Stowa: Small German watchmaker in the Saarland producing mechanical Bauhaus-style and pilot watches in-house. Comparable scale, private/owner-managed structure, and Made-in-Germany positioning to PointTec.
• Sinn Spezialuhren: Germany-based specialist watchmaker focused on durable, professional-grade timepieces including pilot and military watches. Highly comparable to PointTec's IRON ANNIE line in terms of German manufacturing, target aesthetic, and function-driven positioning.
• Laco: German watchmaker best known for original Flieger (pilot) watches, with production in Germany. Closely comparable to PointTec's IRON ANNIE line on aviation-inspired German-made timepieces.
• Junghans: German watchmaker based in Schramberg with Made-in-Germany mechanical and quartz watches, in-house production, and similar mid-premium positioning. Closely comparable to PointTec's Bauhaus and Ruhla lines as a fellow German Mittelstand manufacturer.

Others

• Iron Annie (licensed producer reference): Listed as a reference for the Zeppelin brand ecosystem rather than a separate peer. Included only to surface that PointTec's IRON ANNIE heritage references Junkers aircraft, a positioning similar to Laco and other German Flieger producers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0Lpx1bNGkWOA1TWGWbqmnA
• Facebookfacebook.com/profile.php
• Instagraminstagram.com/pointtec_official

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 PointTec