What Maxum does

Maxum is an Australian-owned, privately-held watch company that designs, sources, and sells men's, women's, and unisex watches through a direct-to-consumer e-commerce storefront built on Shopify. The company was founded in 2000 and is headquartered in Taren Point, Australia, with 51-100 employees. Its product portfolio is organized into two principal technical categories: digital watches (Raglan Tide, Basalt, Candy, Endurance, Explorer, Brave) with 100m water resistance and tide-tracking on the Raglan line, and analogue watches (Prince, Lansdowne Multifunction, Sydney Crystal, Liberty, Fanta Re-issue) with up to 200m water resistance. Watches are differentiated by an interchangeable strap system spanning 16mm-24mm in leather, silicone, and stainless steel, and by limited-edition collaboration collections with surfer/filmmaker Taylor Steele and Australian band Hockey Dad.

The business model is single-channel DTC e-commerce with a blended price point between $35 (Endurance) and under $200 (premium analogue and collaboration pieces). Free shipping kicks in at $100 AUD equivalent, and the storefront supports multi-currency checkout shipping to 80+ countries. Distribution is wholly owned — no physical retail, no wholesale, no third-party marketplaces are disclosed — and customer acquisition is driven by ambassador and influencer marketing (Kyuss King, Jaleesa Vincent), collaborations with surf-culture figures, event presence at Sessions Surf Festival, and organic social on Instagram, TikTok, YouTube, and Facebook, supplemented by an email newsletter offering 10% off first order. There are no disclosed funding rounds, no external investors, no parent company, and no recurring or subscription revenue streams.

Name

Maxum

Legal name

Maxum

Website

https://maxum.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Maxum is an Australian-owned, privately held watch company that designs and sells men's, women's, and unisex surf and lifestyle timepieces (digital and analogue, 100m-200m water resistant) exclusively through a direct-to-consumer Shopify storefront, serving active, beach-oriented consumers in 80+ countries.

Ownership category

akta.pro rank

Product category

Wristwatches (Surf and Lifestyle Watches)

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports/Dive/Aviation Tool Watches (CRAKADAE)

akta.pro secondary industry

Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK)

Keywords

• Surf watches
• Water resistant watches
• Digital watches
• Analogue watches
• Watch straps

Headquarters

HQ city

Taren Point

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Watch Sales: One-time purchase of physical watches through e-commerce storefront. Revenue generated from sale of watches across multiple collections at various price points from under $50 to under $200.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels8 records

Core offering

Maxum designs and sells water-resistant digital and analogue wristwatches targeted at surfers and coastal lifestyle consumers. The product range spans entry-level digital watches under $50 to mid-range analogue and collaboration pieces under $200, with 100m or 200m water resistance across the lineup. The company also sells interchangeable watch straps (16mm–24mm in leather, silicone, and stainless steel) and gift box sets through its own Shopify e-commerce store.

Product overview

Maxum is an Australian-owned watch company with over 25 years of heritage, specializing in rugged, water-resistant timepieces designed for coastal and outdoor lifestyles. The product portfolio centers on two main categories: Digital watches (including Raglan Tide, Basalt, Candy, Endurance, Explorer, and Brave lines) and Analogue watches (including Prince, Lansdowne Multifunction, Sydney, Liberty, and Fanta collections). The company differentiates through collaboration products with surf culture figures like Taylor Steele and musician band Hockey Dad, plus extensive strap customization options across 16mm-24mm sizes in leather, silicone, and stainless steel. Price positioning spans from budget-friendly options under $50 to mid-range watches under $200, with water resistance ratings of 100m or 200m across the range.

Differentiator

Problem solved

Functional benefit

Products and services

• Raglan Tide Watches
• Lansdowne Multifunction Multi-function analogue watches designed for versatile wear from beach to office, featuring 24mm interchangeable bands for customization.
• Prince Mens Analogue Men's analogue watches designed for adventure, combining classic styling with durable 200m water resistance suitable for saltwater environments.
• Sydney Crystal Dial Crystal-embellished watches for women combining style with durability, designed to transition from ocean activities to everyday wear.
• Liberty Ladies Analogue Women's analogue watches designed for exploration and everyday adventure, featuring feminine styling with reliable water resistance.
• Fanta Re-issue Rectangular Retro-styled reissue watches featuring a distinctive rectangular case design with two-tone gold and silver finishes, combining vintage aesthetics with modern performance.
• Taylor Steele Collaboration Limited-edition timepieces designed in collaboration with filmmaker Taylor Steele, built for endless coastlines and creative journeys, featuring unique colorways inspired by surf culture.
• Hockey Dad Collaboration Limited-edition collaboration with Australian band Hockey Dad, designed for gigs, road trips, and surf sessions, combining musical heritage with coastal lifestyle aesthetics.
• Basalt Black Digital Watch Digital surf watch featuring all-black styling with no-fuss functionality, designed for saltwater days with 100m water resistance.
• Candy Digital Watch Digital watches available in vibrant colors (aqua blue, purple, pink) with resin bands and digital display showing time and date, priced at $45-$65.
• Endurance Digital Watch Digital watch featuring clear band and case with rose gold and white digital display, designed for active lifestyles, priced at $35.
• Explorer Blue Digital Watch Digital watch with blue resin strap and silver accents, featuring digital display with multiple functions for outdoor exploration.
• Brave Digital Watch Digital watch with blue silicone strap and blue case, displaying time and various watch functions designed for surf and water activities.
• Watch Straps Interchangeable watch straps available in multiple sizes (16mm, 18mm, 22mm, 24mm) and materials including leather, silicone, and stainless steel for style and function customization.
• Box Sets / Gift Sets Pre-packaged watch gift sets offering value bundles for gifting occasions.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Jaleesa VincentcoreGTM or Marketing Partner · 1 January 2026Brand ambassador partnership for 2026 with surfer, musician, painter, filmmaker, board shaper. Jaleesa represents the modern adventurer living between chaos and calm, exploring globally and drawing inspiration from nature.
• Kyuss KingcoreGTM or Marketing PartnerProfessional surfer from Byron Bay competing on WSL Challenger Series, featured wearing Maxum watches in surf photography and content. Ambassadors the brand in surf competitions and content creation.
• Taylor SteeleflagshipStrategic or Co-development PartnerFilmmaker and surf artist collaboration on limited edition watch collection. Timepieces built for endless coastlines and creative journeys. Features Ying Yang design and two time zone functionality.
• Hockey DadflagshipStrategic or Co-development PartnerAustralian indie rock band collaboration on limited edition watches. Built for gigs, road trips & the next swell. Limited edition gold watch highlighted in customer testimonials.
• Sessions Surf FestivalminorGTM or Marketing PartnerBeach day event sponsorship with product stand, surf competitions featuring Maxum ambassadors, and free concert by Hockey Dad band. Participated in surf family competitions.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Garmin: Garmin is a broad incumbent in the sports and outdoor watch category, with surf-relevant features (tide data, GPS) that increasingly overlap with Maxum's domain at higher price points and could absorb category share over time.
• Casio (G-Shock): Casio's G-Shock line is a broad incumbent dominating the rugged, water-resistant digital watch category globally at overlapping price points (many models under $100), making it the largest competitive benchmark for Maxum's digital range.
• Timex: Timex is a broad incumbent — a heritage mass-market watch brand with analogue and digital lines priced in Maxum's band, broad retail distribution, and 100m water-resistance options that compete directly for value-conscious buyers.

Direct peers

• Rip Curl: Rip Curl is a direct peer — an Australian-founded surf brand that sells its own branded watches alongside wetsuits and apparel, targeting the same surf-lifestyle customer with comparable price points and water-resistance positioning.
• Billabong: Billabong is a direct peer — another Australian-founded surf brand with apparel-led distribution and licensed or branded watches, competing for the same Australian coastal-lifestyle customer and surf-festival mindshare.
• Freestyle Watches: Freestyle is a direct peer — a US watch brand historically rooted in surf and dive culture, offering analogue and digital watches with strong water-resistance ratings in a similar sub-$200 price band.
• Nixon: Nixon is a direct peer — a California-born watch brand built around surf, skate and action-sports lifestyle, offering water-resistant analogue and digital watches in a similar premium-but-accessible price band with strong ambassador-driven marketing.
• Vestal Watches: Vestal is a direct peer — a California-based action-sports and surf lifestyle watch brand offering analogue and digital timepieces with interchangeable straps in a price band that overlaps Maxum's mid-tier.
• Quiksilver: Quiksilver is a direct peer — a heritage surf brand that licenses or distributes watches targeting the same surf-lifestyle consumer, competing for wallet share within the same coastal-action-sports retail context.

Emerging players

• Luminox: Luminox is an emerging/niche player — a specialty watch brand focused on tough, water- and light-resistant timepieces originally built for Navy SEALs, with comparable 200m ratings and a surfer/adventure crossover audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@maxummates
• Facebookfacebook.com/MaxumWatchesAustralia
• Instagraminstagram.com/maxumwatches
• TikToktiktok.com/@maxumwatches
• Xx.com/MaxumWatches
• LinkedInlinkedin.com/company/designa-accessories

Revenue estimate

Valuation estimate

Number of profiles

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 Maxum