Michele
MICHELE is a direct-to-consumer luxury watch brand for women, offering Swiss-made, diamond and gold-plated timepieces through owned e-commerce storefronts with global shipping under Fossil Group ownership.
- Company typePrivate
- Founded2000
- HeadquartersRichardson, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Michele does
MICHELE is a direct-to-consumer luxury watch brand specializing in women's Swiss-made timepieces with hand-set diamonds, 18K gold plating, and art deco-inspired design language. Founded around 2000 with the signature Deco collection launching in 2001, the brand is now celebrating its 25th anniversary and is best known for the iconic Deco platform featuring seven-link bracelets and a signature red crown logo. The portfolio spans entry-level sport watches from $445, mid-range Deco pieces in the $500–$1,500 band, premium diamond-set timepieces in the $1,500–$3,000 band, and limited/special edition pieces reaching $6,995, complemented by Apple Watch bands and cases priced $150–$2,395 and Samsung Galaxy Watch-compatible 20mm straps.
The company operates exclusively through owned e-commerce storefronts at michele.com, with localized sites in the United States and Canada and global shipping to 14 additional countries across Europe (Sweden, Poland, Norway, Ireland, Greece, Denmark, Romania, Hungary, Switzerland, Portugal) and Asia (Hong Kong, Singapore, South Korea, United Arab Emirates). MICHELE does not operate physical retail and instead leverages parent company Fossil Group's infrastructure for fulfillment, customer service (toll-free support at 800-522-TIME and live chat), and back-office operations. The brand addresses three primary customer segments—affluent women seeking timepieces for personal milestones, gift shoppers buying for occasions including bridal events and anniversaries, and Apple Watch owners seeking premium bands and cases—and markets through Instagram (@michelewatches), Facebook, email, organic search, content marketing, and influencer partnerships including a relationship with Ashley Graham.
MICHELE functions as a subsidiary brand within the Fossil Group portfolio, with corporate headquarters located at Fossil's Richardson, Texas office. The company maintains 101–250 employees, is privately held with no disclosed venture funding or public listing, and reports no M&A activity, leadership changes, regulatory actions, certifications, patents, or AI/ML capabilities in available source material. Recent commercial activity is concentrated in the 2025–2026 product cycle, including the launch of the Deco Park as a slimmer Deco interpretation with a five-link bracelet, a Spring-Summer 2026 collection, the Deco 25th Anniversary capsule, and eight new Spring 2025 styles.
Michele firmographics
Firmographics- Name
- Michele
- Legal name
- MICHELE
- Website
- https://michele.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MICHELE is a direct-to-consumer luxury watch brand for women, offering Swiss-made, diamond and gold-plated timepieces through owned e-commerce storefronts with global shipping under Fossil Group ownership.
- Ownership category
- akta.pro rank
Michele industry classification
Industry- Product category
- Luxury Watches
- NAICS
- Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
- akta.pro secondary industries
- Fashion Watches (CRAKADAD), Luxury Quartz Watches (CRAKADAB)
Keywords
Where Michele is headquartered
LocationHeadquarters
- HQ city
- Richardson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Michele business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Luxury Watch Sales: Direct-to-consumer sales of luxury women's watches ranging from $445 to $6,995. One-time purchase model with no subscription component. Core revenue driver with watches in multiple price tiers.
- Apple Watch Bands and Accessories: Sales of interchangeable watch bands, Apple Watch cases and bracelets. Products priced from $150 to $995. Complements core watch business and targets Apple Watch users seeking luxury accessories.
- Gift Cards: E-gift cards available for purchase, allowing recipients to select their own luxury timepiece or accessory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry Level ($445-$500) |
| Unit Pricing | Pay-as-you-go | Mid-Range ($500-$1,500) |
| Unit Pricing | Pay-as-you-go | Premium ($1,500-$3,000) |
| Unit Pricing | Pay-as-you-go | Luxury ($3,000-$5,000) |
| Unit Pricing | Pay-as-you-go | Ultra-Luxury ($5,000+) |
| Unit Pricing | Pay-as-you-go | Apple Watch Accessories ($150-$995) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Michele product offering
Product offeringCore offering
MICHELE designs, markets, and sells Swiss-made women's luxury watches and accessories direct-to-consumer through its owned e-commerce storefronts. The portfolio spans the iconic Deco, Meggie, Sport, Serein, and Sidney collections along with Apple Watch bands and cases, interchangeable bracelets, and leather straps, priced from $445 to $6,995. The brand is owned by Fossil Group and leverages its parent company's retail and customer service infrastructure.
Product overview
MICHELE is a luxury women's watch brand owned by Fossil Group, offering an elevated portfolio of diamond and gold timepieces. The core product architecture centers on the iconic Deco Collection as the signature platform, complemented by the feminine Meggie Collection, Sport Collection, Serein, and Sidney lines. Sub-collections include Deco Madison, Deco Madison Mini, Deco Madison Mid, Deco Mid, Deco Sport, Deco Park, and Coquette. The brand extends beyond watches into accessories including Apple Watch bands and cases (compatible with Apple Watch Series 1-9 and Samsung Galaxy Watch 20mm straps), interchangeable watch bracelets, and leather straps. Products feature Swiss movements, hand-set diamonds, 18K gold plating, mother-of-pearl dials, and signature design elements including the red crown logo and seven-link bracelets. Limited and special edition pieces celebrate milestone moments.
Differentiator
Problem solved
Functional benefit
Brands
- Deco: Art Deco-inspired iconic watch collection featuring geometric silhouettes, signature red logo crowns, and stunning seven-link bracelets. The signature platform for over two decades.
- Meggie
- Serein
- Sidney
- Deco Sport
- Deco Madison
- Deco Mid
- Deco Park
- Coquette
Products and services
- Deco Collection Art Deco-inspired signature women's watch collection featuring geometric silhouettes, signature red crown logo, and iconic seven-link bracelets. The cornerstone collection that has defined MICHELE for over two decades, including sub-line variants such as Deco Madison, Deco Sport, and Deco Park.
- Meggie Collection Petite cushion-shaped women's timepiece with double diamond indexes, mother-of-pearl dial, and hand-set diamond inner-ring. Designed for women seeking a smaller, more feminine silhouette with concentrated sparkle.
- Sport Collection Active-lifestyle women's watches combining femininity and functionality with silicone and leather straps, taking cues from fashion runway sportswear designs.
- Serein Collection Elegant women's watches featuring effortless curves, Roman numerals, diamond center ring, and modern Swiss movement combining poise and functionality.
- Sidney Collection Classic round women's watches featuring diamond-covered bezels, mother-of-pearl dials, and Swiss movement. Sophisticated for everyday and elegant enough for special occasions.
- Limited and Special Edition Watches Rare and exclusive women's timepieces in limited quantities featuring unique dial designs, hand-set diamonds, and special design elements for milestone moments.
- Apple Watch Bands and Cases Luxury interchangeable bands and diamond-encrusted cases for Apple Watch (Series 1-9, SE, Ultra), including seven-link bracelets, silicone-wrapped bands, and 139 hand-set diamond cases in 38-49mm sizes. Also compatible with Samsung Galaxy Watch via 20mm straps.
- Watch Bracelets Iconic seven-link bracelet straps in stainless steel and 18K gold-plated options with interchangeable design for MICHELE watches.
- Leather Watch Straps Italian leather straps including exotic options like alligator, crocodile, snake, and lizard in various colors and patterns, designed for MICHELE watches.
- Bridal Shop Curated wedding and bridal accessories featuring classic, refined, and minimalist bride styles with diamond and mother-of-pearl timepieces for weddings and bridal events.
- E-Gift Cards E-gift cards available for purchase, allowing recipients to select their own luxury timepiece or accessory from the MICHELE catalog.
Companies that use Michele
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Michele technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Michele partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Fossil GroupcoreMICHELE is owned by Fossil Group, a global lifestyle accessories company. The brand operates under Fossil Group's corporate umbrella, leveraging their retail infrastructure, customer service systems, and distribution capabilities. The copyright notice reads '©2026 MICHELE. ALL RIGHTS RESERVED' with Fossil Group referenced in accessibility and legal notices.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Michele competitors and assessment
Company assessmentDirect peers
- Daniel Wellington: Pioneered the DTC fashion-watch model using social media and minimalist Scandinavian design. Directly comparable to MICHELE in omnichannel e-commerce, mid-luxury price band, and target market of style-conscious women, though Daniel Wellington skews unisex and lower-priced.
- MVMT: DTC fashion watch brand (acquired by Movado Group) that disrupted traditional watch retail with minimalist designs and Instagram-driven marketing. Comparable in business model and end consumer, with overlap in gift-giving positioning.
- Kate Spade: Tapestry-owned fashion accessories brand producing watches, jewelry, and handbags targeting style-conscious women. Directly competes in the women's luxury watch and gift category at similar accessible-luxury price points.
- Shinola: Premium American watch brand based in Detroit, producing heritage-inspired timepieces at $500-$2,000 with a storytelling-driven DTC model. Comparable in DTC-first positioning, gift-giving emphasis, and mid-luxury price band.
- Anne Klein: Long-standing women's fashion watch brand with classic American styling, sold through department stores and online. Direct competitor in the women's affordable-luxury watch category with broad distribution and similar giftability.
- Olivia Burton: British fashion watch brand (part of Movado Group) targeting women with floral, vintage-inspired designs in the $100-$300 range. Comparable in target demographic, feminine positioning, and DTC marketing approach, though at a lower price tier.
Broad incumbents
- Movado Group: Public watch conglomerate owning multiple brands including Movado, Concord, and Olivia Burton. Highly comparable as it owns both Movado (Swiss luxury) and DTC fashion brands (Olivia Burton, MVMT) targeting similar female demographics at varying price points.
- Fossil Group: Parent company of MICHELE and a major watch conglomerate with brands spanning Michael Kors, Armani, Diesel, and Skagen. Comparable as the umbrella entity whose back-office infrastructure supports MICHELE's operations and whose strategic decisions shape MICHELE's go-to-market.
- Bulova: Citizen Watch-owned American heritage watch brand with broad product portfolio spanning affordable to mid-luxury. Comparable as a multi-tier watch brand with similar diamond-accented women's collections and broader distribution.
- Citizen Watch: Japanese-owned global watch conglomerate that owns Bulova and produces both mass-market and luxury timepieces. Comparable as a broader watch industry incumbent with overlapping product categories and adjacent target customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Michele social profiles
Digital presenceMichele financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michele leadership team
Management profileNumber of profiles
Michele funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michele 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 Michele
What does Michele do?
MICHELE designs, markets, and sells Swiss-made women's luxury watches and accessories direct-to-consumer through its owned e-commerce storefronts. The portfolio spans the iconic Deco, Meggie, Sport, Serein, and Sidney collections along with Apple Watch bands and cases, interchangeable bracelets, and leather straps, priced from $445 to $6,995. The brand is owned by Fossil Group and leverages its parent company's retail and customer service infrastructure.
Is Michele a public or private company?
Michele is a private company. It is classified as corporate owned and is currently operating.
When was Michele founded?
Michele was founded in 2000. It employs 101 to 250 people.
Where is Michele based?
Michele is headquartered in Richardson, United States, in the North America region.
How does Michele make money?
Three revenue lines are on record. Luxury Watch Sales are the primary driver. The others are apple Watch Bands and Accessories and gift Cards.
Who are Michele's main competitors?
Direct peers on record are Daniel Wellington, MVMT, Kate Spade, Shinola, Anne Klein and Olivia Burton. Broad incumbents are Movado Group, Fossil Group, Bulova and Citizen Watch.
Does Michele have an API?
No public API is recorded for Michele.
What industry is Michele in?
Michele's product category is Luxury Watches. Its primary akta.pro industry code is CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel), with a secondary code of CRAKADAD, Fashion Watches. Its NAICS code is 458310 and its SIC code is 5944.