Jules Borel & Company
Jules Borel & Co. is a privately held, century-old B2B distributor serving professional watchmakers and jewelers in North America with watch parts, movements, tools, jewelry findings, and batteries, anchored by exclusive Witschi distribution and an extensive parts interchange database.
- Company typePrivate
- Founded1920
- HeadquartersKansas City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Jules Borel & Company does
Jules Borel & Co. is a privately held B2B distributor founded in 1920 that supplies replacement parts, components, movements, tools, and consumables to professional watchmakers and jewelers, primarily across North America. Its catalog spans watch parts (cases, crowns, crystals, hands, gaskets, stems, mainsprings), complete watch movements from major manufacturers including ETA, Sellita, Citizen, Miyota, Ronda, Hattori/Seiko, and ISA, jewelry findings (clasps, jump rings, earring findings, solder), professional tools, batteries, clock parts, watch bands, and packaging supplies. The company operates an e-commerce storefront at julesborel.com organized by category and brand, complemented by the JBC Legacy Watch Parts Database at cgi.julesborel.com, which provides parts interchange and cross-reference lookup across hundreds of watch calibers, case references, and manufacturer part numbers — a legacy data asset accumulated over more than a century.
The business model is a sales-led B2B distribution motion with two pricing tiers: standard unit pricing for individual purchases visible on the storefront, and a gated company account program offering volume-based tiered pricing for repeat trade buyers. The company serves two primary horizontal segments — professional watchmakers requiring authentic replacement parts across multiple brands and calibers, and jewelers requiring findings, clasps, and components for repair and manufacturing — and addresses core pain points around parts sourcing and technical expertise in fragmented supply markets.
Jules Borel holds the exclusive North American distributorship for Witschi watch timing equipment and maintains authorized distribution relationships with Bergeon, Elma, Greiner Vibrograf, Roxer, Horotec, VOH, Horia SA, Moebius, and Benchalist — a portfolio of premier Swiss and European tool and supply brands. Revenue, ownership structure, and headcount are not publicly disclosed; the company appears to be independently owned and operated with no institutional investor or parent entity evidenced in available data.
Jules Borel & Company firmographics
Firmographics- Name
- Jules Borel & Company
- Legal name
- Jules Borel & Co.
- Website
- https://julesborel.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jules Borel & Co. is a privately held, century-old B2B distributor serving professional watchmakers and jewelers in North America with watch parts, movements, tools, jewelry findings, and batteries, anchored by exclusive Witschi distribution and an extensive parts interchange database.
- Ownership category
- akta.pro rank
Jules Borel & Company industry classification
Industry- Product category
- Watch and Jewelry Parts Distribution
- NAICS
- Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
Keywords
Where Jules Borel & Company is headquartered
LocationHeadquarters
- HQ city
- Kansas City
- HQ country
- United States
- HQ region
- North America
Markets served
Jules Borel & Company business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Watch Parts & Components Distribution: Distribution of watch parts, movements, crystals, hands, batteries, tools, and jewelry findings to watchmakers and jewelers through e-commerce platform. Offers assortment packages and individual components.
- Volume Pricing for Company Accounts: Tiered pricing structure with volume discounts available through company account program, indicating a B2B account-based revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual purchases |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Jules Borel & Company product offering
Product offeringCore offering
Jules Borel & Co. is a B2B distributor that sells watch parts, complete watch movements, jewelry findings, watchmaking and jewelry tools, batteries, crystals, clock parts, watch bands, and packaging supplies to professional watchmakers and jewelers. The company operates an e-commerce storefront with a company account program that unlocks volume pricing, supported by the proprietary JBC Legacy Watch Parts interchange database for cross-referencing replacement parts across brands and calibers.
Product overview
Jules Borel & Co. is a specialized B2B e-commerce platform and distributor serving watchmakers and jewelers since 1920. The company operates as a parts interchange database combined with an online store, offering an extensive catalog of watch parts (cases, hands, crystals, crowns, gaskets), complete watch movements (ETA, Seiko, Citizen, Miyota, Ronda, and others), jewelry findings and components, professional watchmaking and jewelry tools, batteries, clock parts, and packaging supplies. The core offering includes the JBC Legacy Watch Parts Database for cross-referencing parts across manufacturers, complemented by an e-commerce platform for purchasing replacement components. The company serves as the exclusive North American distributor for Witschi and a trusted source for Bergeon, Elma, Greiner Vibrograf, Roxer, Horotec, VOH, Horia SA, Moebius, and Benchalist brands. Products are organized into assortments (pre-packaged parts kits), individual replacement parts, tools, and finished goods for professional watch and jewelry repair and manufacturing.
Differentiator
Problem solved
Functional benefit
Products and services
- Watch Parts
- Watch Movements
- Jewelry Findings
- Watchmaking and Jewelry Tools
- Batteries
Companies that use Jules Borel & Company
Customer profileSegments2 records
Ideal customer profiles2 records
Jules Borel & Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Jules Borel & Company partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, core and minor.
- WitschiflagshipExclusive North American distributor for Witschi products. Witschi is a leading brand in watch timing equipment and tools.
- BergeoncoreTrusted source for Bergeon tools and watchmaking equipment. Bergeon is a premier Swiss manufacturer of professional watchmaking tools.
- ElmacoreTrusted source for Elma products, including timing equipment and watchmaking tools.
- Greiner VibrografcoreTrusted source for Greiner Vibrograf timing equipment and watch timing solutions.
- RoxerminorCarries Roxer products as part of their tool and supply offerings.
- HorotecminorDistributes Horotec products including bench accessories and watchmaking tools.
- Voh.chminorCarries VOH products as part of their tool and watch parts distribution.
- Horia SAminorDistributes Horia SA products including watchmaking tools.
- MoebiusminorCarries Moebius watch oils and lubricants for watch maintenance.
- BenchalistminorCarries Benchalist workbench and workbench specialist products.
- ETA (Swatch Group)coreDistributes ETA watch movements - one of the most widely used movement manufacturers in the Swiss watch industry.
- SellitacoreDistributes Sellita watch movements - a major Swiss movement manufacturer and ETA competitor.
- CitizencoreDistributes Citizen watch movements and components.
- MiyotacoreDistributes Miyota (Citizen) watch movements - widely used in entry-level to mid-range mechanical and quartz watches.
- RondacoreDistributes Ronda watch movements - Swiss movement manufacturer known for quartz and mechanical calibers.
- Hattori / SeikocoreDistributes Hattori, Seiko, Pulsar, and Epson watch movements and components.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Jules Borel & Company competitors and assessment
Company assessmentDirect peers
- Esslinger & Co. Esslinger is a long-established B2B supplier of watch parts, tools, movements, and jewelry findings to professional watchmakers and jewelers. Highly comparable to JBC in product mix, customer base (US watch/jewelry trade), and catalog breadth across brands and calibers.
- Cas-Ker Co. Cas-Ker distributes watchmaking tools, equipment, and supplies to professional watchmakers and jewelers. Comparable to JBC in serving the US watch repair trade with branded tools (Bergeon, Horotec, etc.) and consumable supplies.
- Meier Watch Supply: Meier Watch Supply distributes watch parts, tools, and materials to US watchmakers and repair professionals. Direct overlap in product categories (movements, parts, tools) and customer base.
- Otto Frei (Ofrei): Otto Frei is a US-based B2B and B2C distributor of watchmaking and jewelry tools, findings, and supplies, serving the same watchmaker and jeweler trade as JBC. Overlapping catalog in tools, findings, and parts makes it one of the closest direct competitors.
- Stuller: Stuller is a major US B2B manufacturer and distributor of jewelry findings, components, finished jewelry, and tools. While larger and more vertically integrated, it serves the same jeweler customer base with overlapping findings and supplies product lines.
- Rio Grande: Rio Grande is a leading US supplier of jewelry-making findings, tools, metals, and supplies to professional jewelers. Comparable to JBC's findings and tools business in customer segment and distribution model.
Emerging players
- Watchparts.com / SWP: A smaller US-based online retailer of watch parts, batteries, and accessories serving the watch repair trade. Comparable in niche watch parts distribution but with a narrower catalog than JBC.
Others
- Bergeon (manufacturer-direct): Bergeon is a Swiss manufacturer of professional watchmaking tools and a key JBC distribution partner. It is adjacent rather than competitive, but its direct-to-customer channel in some markets parallels JBC's distribution function.
Broad incumbents
- Grainger: Grainger is a large US industrial MRO distributor with broad tool, equipment, and supply offerings. It overlaps with JBC on general-purpose tools and supplies sold into trade customers, though it does not specialize in watchmaking-specific SKUs.
- MSC Industrial Direct: MSC Industrial is a major US B2B distributor of metalworking, maintenance, and repair tools and supplies. While not watch-specific, it competes for the broader trade-supply spend of JBC's professional customers.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Jules Borel & Company social profiles
Digital presenceJules Borel & Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jules Borel & Company leadership team
Management profileNumber of profiles
Jules Borel & Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jules Borel & Company 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 Jules Borel & Company
What does Jules Borel & Company do?
Jules Borel & Co. is a B2B distributor that sells watch parts, complete watch movements, jewelry findings, watchmaking and jewelry tools, batteries, crystals, clock parts, watch bands, and packaging supplies to professional watchmakers and jewelers. The company operates an e-commerce storefront with a company account program that unlocks volume pricing, supported by the proprietary JBC Legacy Watch Parts interchange database for cross-referencing replacement parts across brands and calibers.
Is Jules Borel & Company a public or private company?
Jules Borel & Company is a private company. It is classified as unknown and is currently operating.
When was Jules Borel & Company founded?
Jules Borel & Company was founded in 1920. It employs 11 to 50 people.
Where is Jules Borel & Company based?
Jules Borel & Company is headquartered in Kansas City, United States, in the North America region.
How does Jules Borel & Company make money?
Two revenue lines are on record. Watch Parts & Components Distribution is the primary driver. The others are volume Pricing for Company Accounts.
Who are Jules Borel & Company's main competitors?
Direct peers on record are Esslinger & Co., Cas-Ker Co., Meier Watch Supply, Otto Frei (Ofrei), Stuller and Rio Grande. Watchparts.com / SWP is listed as an emerging player. Bergeon (manufacturer-direct) is listed as an others. Broad incumbents are Grainger and MSC Industrial Direct.
Does Jules Borel & Company have an API?
No public API is recorded for Jules Borel & Company.
What industry is Jules Borel & Company in?
Jules Borel & Company's product category is Watch and Jewelry Parts Distribution. Its primary akta.pro industry code is CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel). Its NAICS code is 42394 and its SIC code is 5094.