Steinhart Watches

What Steinhart Watches does

Steinhart Watches is a privately held German watch manufacturer founded in 2003 and headquartered in Stadtbergen, Germany, operating under the leadership of President Günter Steinhart. The company designs, sources, and distributes Swiss Made mechanical timepieces across four core collections — Taucheruhren (diver watches), Fliegeruhren (pilot watches inspired by historical Luftwaffe Beobachtungsuhren), Marine Uhren (marine chronometers and moon phase pieces), and Chronographen — plus a Limited Edition line and distinctive case-shape models such as the Architect and BARRIQUE. Movements are sourced from established Swiss suppliers including ETA (e.g., 7750, 6497-1, 2824-2 premium, Valjoux 7750 premium), Sellita (SW 200-1, SW 280-1, SW 290-1, SW 300-1, SW 330-2, SW 500, SW 510), and La Joux Perret (7772 top premium). Cases feature sapphire crystals, ceramic bezels on the diver range, and water resistance up to 50 ATM.

The business operates as a direct-to-consumer retailer through the steinhartwatches.de e-commerce storefront, supplemented by a physical showroom at the German headquarters and a network of authorized distributors (Händler). The site supports German and English for international sales. Pricing on watches ranges from approximately €490 (entry-level Ocean One variants) to €1,630 (premium Nav B-Uhr 44 Titan B Muster), with gift cards issued in €50–€1,000 denominations and a 339+ SKU accessories catalog covering straps, buckles, watch tools, and storage. Distribution and brand awareness are built through email newsletter plus a six-channel organic social presence (Instagram, Facebook, TikTok, Pinterest, YouTube) and SEO-optimized product pages. Customer concentration is on individual watch enthusiasts rather than enterprise buyers, and the company has not raised external capital, has no parent organization, and has no disclosed M&A activity.

Name

Steinhart Watches

Legal name

Steinhart Watches

Website

https://steinhartwatches.de

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Steinhart Watches is a German direct-to-consumer retailer of Swiss Made mechanical watches — divers, pilots, marine chronometers, and chronographs priced €490–€1,630 — selling to individual watch enthusiasts globally through its e-commerce storefront, showroom, and distributor network.

Ownership category

akta.pro rank

Product category

Mechanical Watches

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Independent/Microbrand Watches (CRAKADAH)

akta.pro secondary industries

Sports/Dive/Aviation Tool Watches (CRAKADAE), Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Mechanical watches
• Swiss made timepieces
• Diver watches
• Pilot watches
• Chronograph watches

Headquarters

HQ city

Stadtbergen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Watch Sales: One-time sales of Swiss Made mechanical watches across multiple categories including diver watches, pilot watches, marine watches, chronographs, and limited editions. Price range from approximately €490 to €1,630.
2. Accessories Sales: Sales of watch accessories including straps (leather, rubber, NATO), metal bracelets, buckles, watch tools, and watch boxes. Over 339 accessory products available.
3. Gift Cards: Gift cards sold in denominations of €50, €100, €250, €500, and €1,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Steinhart Watches is a German watch manufacturer that designs and sells Swiss Made mechanical timepieces spanning diver, pilot, marine, chronograph, limited edition, and other model lines. Offerings include men's and women's automatic and manual watches with Swiss ETA, Sellita, and La Joux Perret movements, complemented by an extensive accessories range (straps, buckles, watch tools, watchwinders, and boxes). Sales occur primarily via the company's own multilingual e-commerce store and physical showroom, supported by a distributor network.

Product overview

Steinhart Watches is a Swiss watch manufacturer offering a comprehensive portfolio of mechanical timepieces across multiple watch categories. The product lineup centers on four core collections: Taucheruhren (Diver Watches) featuring the Ocean series (Ocean One, Ocean GMT, Ocean 39, Ocean Two) plus Triton professional divers; Fliegeruhren (Pilot Watches) based on historical German Luftwaffe navigation watches including Nav.B-Uhr and Aviation models; Marine Uhren (Marine Watches) with chronometer and moon phase complications; and Chronographen featuring Nav.B-Chronograph and Marine Chronograph lines. Additional collections include Limited Edition pieces, the Architect and BARRIQUE distinctive models, plus a full accessories range of straps, buckles, and watch tools. The company emphasizes Swiss Made quality with ETA and Sellita movements, targeting watch enthusiasts seeking premium quality at accessible price points.

Differentiator

Problem solved

Functional benefit

Products and services

• Taucheruhren (Diver Watches) Core diver watch collection available in 39mm, 42mm, and 44mm case sizes with water resistance up to 50 ATM, featuring rotating bezels and sapphire crystals.
• Ocean One Premium diver watch line featuring ceramic bezels, automatic movements, and multiple dial colors including green, black, blue, and limited edition variants.
• Ocean GMT GMT diver watch with dual time zone functionality, ceramic bezel options, and water resistance up to 30 ATM.
• Ocean 39 Compact 39mm diver watch with ceramic bezel, suited to smaller wrists and ladies.
• Ocean 39 Metropole City-themed diver watch with unique dial designs and premium ceramic construction.
• Ocean Two Diver watch with a robust stainless steel case and automatic movement.
• Triton Professional-grade diver watch with 30 ATM water resistance, designed for serious diving applications.
• TRAVELLER GMT Travel-focused GMT watch with dual time zone display and compact case sizing.
• Fliegeruhren (Pilot Watches) Pilot watches modeled after historical German Luftwaffe navigation observation watches, with simple design, reliable stability, and chronograph options.
• Nav.B-Uhr Classic pilot watch available in 42mm, 44mm, and 47mm sizes with vintage B-pattern and A-pattern dials, featuring manual wind and automatic movement options.
• Aviation Aviation-themed pilot watch with titanium options and a central second hand.
• Marine Uhren (Marine Watches) Marine-inspired watches including chronometers and moon phase complications, designed with classical elegance.
• Marine Chronometer Marine chronometer with a 42mm case, automatic movement, and Roman numeral dial options.
• Marine Mondphase Marine watch with moon phase complication, silver and blue dial variants, and SW280-1 movement.
• Marine 42 automatic Automatic marine watch in 42mm with white, silver, and black dial options.
• Chronographen (Chronographs) Chronograph watches with stopwatch function, water resistant up to 10 ATM, featuring ETA Valjoux 7750 and SW500 movements.
• Nav.B-Chronograph Pilot chronograph available in classic A-Type and B-Type variants with skeleton dial options.
• Ocean One Vintage Chronograph Vintage-style diver chronograph combining retro aesthetics with modern watchmaking.
• Marine Chronograph Marine chronograph with a bronze case and premium finishing, featuring ETA Valjoux 7750 movement.
• NAV.B Monopusher Single-pusher chronograph with a grey dial, featuring a traditional monopusher mechanism.
• Limited Edition Limited production watches including special editions like BARRIQUE Skull Copper Edition and MILITARY 47 ST1 in silver and pink gold.
• Architect Architectural-inspired watch featuring a unique case design and premium materials.
• BARRIQUE Barrel-shaped case watch with classic and Classique variants in blue dial options.
• Accessoires (Watch Accessories) Watch accessories including straps (leather, rubber, metal), buckles, watch boxes, watchwinders, and replacement parts, with more than 339 accessory products available.
• Uhrenbänder (Watch Straps) Watch straps available in 20mm, 22mm, and 24mm sizes, including leather, NATO, rubber, and metal bracelet options.
• Schließen (Watch Buckles) Watch buckles in various sizes from 16mm to 24mm, available in polished and satin-finished variants.
• Gift Cards (Gutscheine) Gift cards sold in denominations of €50, €100, €250, €500, and €1,000 for use on Steinhart Watches purchases.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Christopher Ward: UK-based independent microbrand producing Swiss Made mechanical watches at accessible price points (typically £500-£2,000) with strong DTC focus. Closely comparable to Steinhart on positioning, price band, movement sourcing (Sellita/ETA), and enthusiast-driven GTM.
• Squale: Independent Swiss heritage dive watch brand relaunched as a microbrand, producing Swiss Made automatic dive watches in the €800-€2,500 range. Directly comparable to Steinhart's Ocean line in product category, Swiss Made positioning, and microbrand scale.
• Oris: Independent Swiss mid-range mechanical watchmaker (owned by a foundation) producing dive, pilot, and chronograph watches in the CHF 1,500-5,000 range. Comparable on Swiss Made identity, in-house calibers strategy, and tool-watch focus, though at a higher price tier.
• Marathon Watch Company: Canadian microbrand specializing in military-spec tool watches (pilot, diver, field) with ETA/Sellita movements at accessible price points. Directly comparable on tool-watch focus, enthusiast positioning, and microbrand scale.
• Phoibos Watches: Microbrand focused on automatic dive watches with Swiss/ETA movements at $500-$1,500 price points, primarily DTC. Directly comparable to Steinhart's Ocean diver line on product, pricing, and microbrand DTC model.

Broad incumbents

• Mido: Swatch Group mid-range Swiss Made brand offering mechanical watches (diver, chronograph, dress) at €700-€2,500. Competes in adjacent price tier with the marketing scale and distribution of a major group — comparable as a competitive incumbent Steinhart benchmarks against.
• Certina: Swatch Group mid-tier Swiss Made brand with strong heritage in sports/dive watches at €500-€1,500 price points. Directly competitive on diver and chronograph categories at accessible mid-range pricing with significantly greater distribution reach.
• Tissot: Volume leader of the Swatch Group's mid-tier offering, mechanical and quartz watches at €300-€2,000 across all categories. Represents the broad incumbent competitive benchmark with vastly greater marketing budget and global retail footprint.
• Longines: Swatch Group mid-to-upper-range Swiss heritage brand with pilot, dive, and heritage lines at €1,500-€5,000. Adjacent competitor to Steinhart's pilot and marine lines at the upper edge of its price band, with significantly greater brand investment.
• Seiko (Seiko Watch Corporation): Japanese incumbent producing mechanical dive (SKX/Seiko 5), pilot, and chronograph watches at $250-$2,000. Competes with Steinhart across categories on price accessibility and global retail presence, and represents the dominant value-alternative in mechanical watches.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Steinhartwatches/featured
• Facebookfacebook.com/steinharttimepieces
• Instagraminstagram.com/steinhart_watches_official
• TikToktiktok.com/@steinhartwatchesofficial
• Pinterestde.pinterest.com/search/pins/?q=steinhartwatches
• Xx.com/steinhartwatch
• LinkedInlinkedin.com/company/social-office

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Steinhart Watches