What Gassan does

Gassan (legally Gassan Diamonds B.V.) is a family-owned Dutch luxury jeweler founded in 1945 by Samuel Gassan and now led into its fourth generation. The company operates 28 retail boutiques across the Netherlands and Singapore, anchored by the House of GASSAN flagship in Amsterdam (which offers diamond factory tours in 27 languages) and a substantial airport-retail footprint of 11 stores at Schiphol Airport behind customs plus multiple boutiques across Singapore Changi Airport Terminals 1-4.

The company's product portfolio spans proprietary branded jewelry, certified pre-owned and vintage watches, and authorized retail for over 60 luxury watch brands (Rolex, OMEGA, Patek Philippe, Audemars Piguet, Cartier, Breitling, and others) and over 20 jewelry brands (Chopard, Messika, Pasquale Bruni, Leo Pizzo, and others). Its most distinctive technical asset is the globally patented GASSAN 121 diamond cut with 121 facets, recognized by WTOCD, which only GASSAN can manufacture. The in-house goldsmith workshop employs 12 craftsmen equipped with laser welders, 3D CAD design software, and GRS stone-setting workbenches. Sub-brands include Gigi by GASSAN (accessible jewelry for younger buyers), Choices by DL (patented interchangeable bayonet-system jewelry), and TROPHY BY GASSAN.

Gassan generates revenue primarily through one-time retail transactions across its boutiques and e-commerce platform, supplemented by a dedicated corporate gifting division and jewelry/watch services (resizing, engraving, repairs). Customers include individual luxury consumers, international travelers leveraging duty-free pricing at airport locations, corporate clients seeking bespoke gifts, and bridal/occasion buyers. Distribution combines owned physical storefronts, e-commerce with next-day domestic delivery and Global Blue VAT-refund integration for non-EU customers, and boutique appointment-based consultation.

Name

Gassan

Legal name

Gassan Diamonds B.V.

Website

https://gassan.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

251–500 employees

Short description

Gassan is a family-owned Dutch luxury jeweler founded in 1945, operating 28 retail boutiques across the Netherlands and Singapore Changi Airport. It specializes in proprietary diamond cuts, branded fine jewelry, and authorized retail of 60+ luxury watch brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Diamond and Jewelry Retail: GASSAN sells diamonds, diamond jewelry, and fine jewelry (14 and 18 carat gold) through its boutiques and online store. The company offers proprietary GASSAN 121 diamonds and branded jewelry including Gigi by GASSAN, TROPHY BY GASSAN, and GASSAN Jewels.
2. Luxury Watch Sales: Sale of luxury watches from over 60 exclusive brands including Rolex, OMEGA, Audemars Piguet, Patek Philippe, Cartier, Breitling, and others. Also offers certified pre-owned and vintage watches.
3. GASSAN Certified Pre-Owned: Sale of pre-owned and vintage watches from exclusive brands with two-year GASSAN warranty. Each watch is 100% authentic, inspected, and refurbished by the brand itself.
4. Corporate Gifting: Bespoke corporate gifting solutions for organizations including luxury jewelry, timepieces, championship rings, and custom-designed pieces with company branding and engraving options.
5. Jewelry Services: Services including resizing, setting, engraving, polishing, and cleaning of jewelry. Watch services including link removal, engraving, and complete Rolex repairs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Gassan is a Dutch family-owned luxury jeweler that designs, manufactures, and retails diamonds, fine jewelry (14 and 18 carat gold), and luxury timepieces through 28 boutiques across the Netherlands and Singapore plus an e-commerce storefront. The company also provides in-house jewelry and watch services (resizing, engraving, polishing, cleaning, and complete Rolex repairs) and bespoke corporate gifting solutions. Its proprietary GASSAN 121 diamond cut (121 facets, globally patented) and an in-house workshop with master goldsmiths differentiate the offering from standard luxury retailers.

Differentiator

Problem solved

Functional benefit

Brands

• GASSAN 121: Proprietary diamond cut with 121 facets, recognized by WTOCD for perfect brilliance
• GASSAN Certified Pre-owned
• GASSAN Jewels
• Gigi by GASSAN
• TROPHY BY GASSAN
• Choices by DL
• GUY DAVID
• GASSAN Vintage
• GASSAN Special Moments

Products and services

• GASSAN 121 Diamond Proprietary diamond cut developed by Gassan with 121 facets, marketed in jewelry settings such as earrings, rings, and necklaces. Sold only by Gassan worldwide due to the global patent.
• Gigi by GASSAN Branded jewelry line in 14-karat gold with diamonds, featuring symbolic pendants and accessible price points; positioned for personal gifting and everyday luxury.
• GASSAN Jewels High-quality in-house jewelry collection crafted in 14 or 18 carat gold, sold across Gassan boutiques and online.
• TROPHY BY GASSAN Customized high-end jewelry line combining heritage craftsmanship with luxury designs, including championship rings and bespoke pieces.
• Choices by DL Jewelry line featuring a globally patented bayonet system that allows interchangeable pieces within the same design; created by Debora Huisman-Leeser, fourth generation in the founding family.
• GUY DAVID Watches Contemporary Gassan-owned watch brand offering men's and women's watches sold across the boutique network.
• GASSAN Certified Pre-Owned Program for pre-owned and vintage watches from exclusive brands such as Rolex, OMEGA, and Cartier; each watch is 100% authentic, inspected and refurbished by the brand itself, and backed by a two-year GASSAN warranty.
• GASSAN Vintage Vintage watches and jewelry collection curated and sold by Gassan.
• GASSAN Special Moments Jewelry collection curated for special occasions such as engagements, weddings, and anniversaries.
• Corporate Gifting Bespoke corporate gifting service for organizations, offering luxury jewelry, timepieces, championship rings, and custom-designed pieces with company branding and engraving options.
• Jewelry and Watch Services After-sales services for jewelry (resizing, setting, engraving, polishing, cleaning) and watches (link removal, engraving, complete Rolex repairs), executed by Gassan's in-house workshop of master goldsmiths.
• Schaffrath - GASSAN 121 Collaborative jewelry line with Schaffrath featuring the GASSAN 121 diamond cut in settings produced by the German jewelry maker.

Quantifiable outcome

• 121 facets in proprietary GASSAN 121 diamond cut - 16 extra facets on top and 48 extra facets on bottom compared to traditional brilliant cut
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• RolexcoreChannel Partner/ Reseller/ DistributorGASSAN operates dedicated Rolex Boutiques in Amsterdam, Rotterdam, and Schiphol Airport, and Rolex Corners. As an official Rolex retailer, GASSAN offers certified authentic Rolex watches with full warranty support.
• OMEGAcoreChannel Partner/ Reseller/ DistributorGASSAN operates OMEGA Boutiques in Amsterdam (P.C. Hooftstraat), Schiphol (Lounges 2 and 3), and Singapore Changi (Terminals 1 and 2), offering the full range of OMEGA timepieces.
• MontblanccoreChannel Partner/ Reseller/ DistributorGASSAN operates Montblanc Boutiques in Amsterdam (P.C. Hooftstraat) and Schiphol Airport, offering Montblanc watches, writing instruments, and accessories.
• CartiercoreChannel Partner/ Reseller/ DistributorGASSAN operates Cartier Boutique at Schiphol Airport Lounge 2, offering Cartier jewelry, watches, and accessories.
• BreitlingcoreChannel Partner/ Reseller/ DistributorGASSAN operates Breitling Boutique at Schiphol Airport Lounge 2, offering Breitling watches and accessories.
• ChopardcoreChannel Partner/ Reseller/ DistributorGASSAN offers Chopard jewelry and watches through their boutiques, including Chopard Jewels and Chopard Watches collections.
• Swatch GroupminorChannel Partner/ Reseller/ DistributorGASSAN operates a Swatch Store at Schiphol Airport, offering Swatch watches including the iconic MoonSwatch line.
• FedExminorOthersShipping and logistics partner for international delivery of products.
• PostNLminorOthersDomestic shipping partner for Netherlands deliveries.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Watches of Switzerland Group: Leading multi-brand luxury watch retailer in UK and US with authorized dealer relationships with Rolex, OMEGA, Cartier, etc. Public peer benchmarking GASSAN's airport and high-street luxury watch distribution strategy.
• Tiffany & Co. Iconic luxury jeweler now owned by LVMH. Directly comparable as a global premium diamond and jewelry retailer with proprietary cuts and heritage branding; operates boutiques worldwide and competes for the same affluent bridal and luxury gifting customers.
• Boodles: British family-owned luxury jeweler with heritage pedigree and bespoke craftsmanship. Closely mirrors GASSAN's combination of multi-generational family ownership, in-house goldsmithing, and high-end diamond and fine jewelry retailing.
• Bucherer: Swiss family-owned luxury watch and jewelry retailer with multi-brand authorized dealer status (Rolex, Patek Philippe, etc.). Closely mirrors GASSAN's model of multi-brand luxury watch retailing combined with proprietary jewelry, particularly across European airports.
• Schaap en Citroen: Dutch heritage jeweler offering luxury watches and jewelry from similar maisons. Direct Dutch-market competitor overlapping with GASSAN's Amsterdam boutique footprint and customer base.
• Christ Juweliere: Major European multi-brand jewelry and watch retailer (Germany, Austria, Netherlands). Directly comparable as an authorized dealer of Rolex, OMEGA, Cartier, and similar maisons with own-brand jewelry lines.

Broad incumbents

• Cartier (Richemont): One of GASSAN's key brand partners but also a competitor via its own branded boutiques. Comparable premium positioning, jewelry and watch offering, and global luxury retail scale.
• Swarovski: Global crystal and jewelry brand with proprietary products and own retail distribution. Comparable in its vertically integrated model combining product IP, in-house manufacturing, and own-brand retail.
• Bulgari (LVMH): Luxury jeweler and watchmaker competing in the same high-end price tier as GASSAN's fine jewelry assortment. Comparable brand prestige, proprietary collections, and global flagship strategy.
• Pandora: Global jewelry retailer with branded collections and extensive boutique network. Comparable retail scale and jewelry focus but positioned at more accessible price points than GASSAN's luxury tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gassandiamonds

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries9 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 Gassan