Horae

What Horae does

Horae is an Italian family-owned luxury watch and jewelry retailer operating from San Giovanni Valdarno, Arezzo, Tuscany. Founded in 1986 as a watch repair laboratory, the company transitioned into an authorized dealer of premium Swiss watch brands in the 1990s while retaining its in-house certified watchmaking capabilities, and has now entered its second generation of family management.

The business operates through two primary channels: a 200+ square meter flagship boutique at Piazza Cavour 11 (opened 2021) featuring a visible watchmaking laboratory and reserved sales area, and a WooCommerce-based e-commerce platform serving global buyers. Core product lines span new Swiss watches from over 30 brands (Omega, Longines, Tag Heuer, Nomos, Oris, Breitling, Doxa, Norqain), fine jewelry (Fred, Damiani, Marco Bicego, Gucci, Baume et Mercier), and certified pre-owned luxury watches via the Horae Luxury sub-brand (horaeluxury.it). An in-house certified laboratory provides authorized repair services for Swatch Group brands (Omega, Longines, Tissot, Rado, Mido, Hamilton), LVMH brands (Tag Heuer, Zenith, Hublot), Nomos, Oris, Seiko, and U-BOAT, with spare parts sourced directly from manufacturers and a courier pickup/delivery service.

Revenue is generated primarily through one-time retail transactions (new and pre-owned watches, jewelry) supplemented by recurring watch repair and maintenance services. Pricing spans from entry-level watches around €200 to luxury jewelry pieces exceeding €9,000. The company is privately held by its founding family, with no disclosed institutional investment beyond a €80,000 regional development grant from POR FESR Toscana 2014-2020 received in 2021.

Name

Horae

Legal name

Horae Orologeria Gioielleria p.i. 01418120513

Website

https://horaeorologeria.it

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Horae is a family-owned Italian luxury watch and jewelry retailer operating a flagship boutique and e-commerce platform from San Giovanni Valdarno, Tuscany, serving consumers with 30+ Swiss watch brands, fine jewelry, and certified watch repair services.

Ownership category

akta.pro rank

Product category

Luxury Watch and Jewelry Retail

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

Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM), Pre-owned Watch Dealers & Exchanges (CRAKAKAB)

Keywords

• Luxury watch retail
• Authorised dealer
• Watch repair services
• Fine jewelry sales
• Vintage watches

Headquarters

HQ city

San Giovanni Valdarno

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain

Revenue model

1. New Watch Sales: Sale of new watches from authorized dealer relationships with Swiss watch brands including Omega, Tag Heuer, Longines, Breitling, Tissot, Rado, Hamilton, Nomos, Oris, U-BOAT, Mido, Seiko, Locman, Pesavento, Leo Pizzo, and others.
2. Jewelry Sales: Sale of jewelry from brands including Damiani, Salvini, Giorgio Visconti, Pasquale Bruni, Chimento, Fred, Marco Bicego, Baume et Mercier, Gucci, and various fashion jewelry brands.
3. Pre-owned/Vintage Watch Sales: Sale of second-hand luxury watches including Rolex, Audemars Piguet, Omega, Cartier, and other prestigious brands. All vintage watches are authenticated and certified with 2-year warranty.
4. Watch Repair and Maintenance Services: Laboratory services including complete revisions, repairs, and polishing. Spare parts are ordered directly from manufacturers. Courier pickup and delivery service available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Horae is an authorised Italian dealer and retailer of luxury Swiss watches and fine jewelry, operating a 200+ sqm flagship boutique in San Giovanni Valdarno and an e-commerce storefront. The company sells new timepieces from brands such as Omega, Longines, TAG Heuer, Tissot, Rado, Hamilton, Nomos, Oris, Seiko, Doxa, Bulova, and Citizen, alongside jewelry from Fred, Damiani, Marco Bicego, Gucci, and others. It also runs a dedicated vintage/pre-owned watch platform (Horae Luxury) and an in-house certified watchmaking laboratory offering repairs, revisions, and maintenance.

Product overview

Horae is a luxury watch and jewelry retailer founded in 1986, operating as both a physical boutique and e-commerce platform (WooCommerce). The company offers two core product lines: watches (Orologi) and jewelry (Gioielli), alongside certified watch repair services. The watch portfolio spans over 30 international brands including Swiss luxury houses (Omega, Longines, TAG Heuer, Tissot, Rado, Mido, Hamilton, Nomos, Oris, Doxa) and fashion brands (Gucci, Garmin). The jewelry collection features brands like Fred, Gucci, Marco Bicego, and Damiani. A dedicated certified laboratory provides repair and maintenance services for luxury timepieces. The company also operates a separate platform (horaeluxury.it) specializing in certified pre-owned luxury watches from Rolex, Audemars Piguet, Omega, and Cartier, all inspected and backed by a 2-year warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Horae Luxury: A dedicated luxury and vintage watch division operated as a separate web property (horaeluxury.it), offering pre-owned watches from prestigious brands including Rolex, Audemars Piguet, Omega, and Cartier, all inspected and guaranteed with a 2-year warranty.

Products and services

• Watches (Orologi)

Quantifiable outcome

• 24-month warranty on all second-hand watches
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and secondary.

• The Swatch Group BrandscoreChannel Partner/ Reseller/ Distributor · 1 January 2021Authorized service center and official dealer for Swatch Group brands including Omega, Longines, Tissot, Rado, Mido, and Hamilton. All watchmakers certified by these prestigious Swiss manufacturers.
• LVMH Group BrandscoreChannel Partner/ Reseller/ Distributor · 1 January 2021Authorized service center and dealer for LVMH Group brands including Tag Heuer, Zenith, and Hublot. Certified repair services for these luxury watch manufacturers.
• LonginescoreChannel Partner/ Reseller/ Distributor · 1 January 2021Official retailer status confirmed by Longines logo displayed on website. Authorized dealer with access to full product range and manufacturer warranty support.
• NomoscoreChannel Partner/ Reseller/ DistributorOfficial concessionario (concessionaire) for Nomos watches. Laboratory certified by Nomos for authorized repairs and maintenance.
• OriscoreChannel Partner/ Reseller/ DistributorOfficial concessionario for Oris watches with certified laboratory services authorized by the manufacturer.
• SeikocoreChannel Partner/ Reseller/ DistributorAuthorized dealer and service center for Seiko watches, providing manufacturer-backed warranty and repair services.
• U-BOATcoreChannel Partner/ Reseller/ DistributorOfficial concessionario for U-BOAT watches with certified repair capabilities.
• DamianisecondaryChannel Partner/ Reseller/ DistributorOfficial dealer for Damiani luxury jewelry brand.
• Fred (LVMH)secondaryChannel Partner/ Reseller/ DistributorAuthorized dealer for Fred jewelry collections including FORCE10, CHANCE INFINIE, and PRETTY WOMAN.
• Marco BicegosecondaryChannel Partner/ Reseller/ DistributorOfficial dealer for Marco Bicego luxury jewelry, added to portfolio in 2021 boutique expansion.
• Baume et MerciersecondaryChannel Partner/ Reseller/ DistributorOfficial dealer for Baume et Mercier watches, part of Richemont group, added in 2021 boutique expansion.
• Leo PizzosecondaryChannel Partner/ Reseller/ DistributorOfficial concessionario for Italian luxury jewelry brand Leo Pizzo.
• PesaventosecondaryChannel Partner/ Reseller/ DistributorOfficial dealer for Italian jewelry brand Pesavento.
• LocmansecondaryChannel Partner/ Reseller/ DistributorOfficial concessionario for Italian watch brand Locman.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Chrono24: Global online marketplace for new and pre-owned luxury watches. Competes with Horae Luxury's pre-owned segment and indirectly with Horae's authorized dealer model via price transparency and global reach.
• The 1916 Company: North American luxury watch retailer combining authorized new-watch sales, certified pre-owned division, and trade-in services. Comparable dual model of authorized new sales and certified pre-owned that mirrors Horae's structure.
• Watches of Switzerland Group: Large UK-headquartered multi-brand authorized retailer for Rolex, Omega, TAG Heuer, Breitling with showrooms across UK, US, and Europe. Represents the scaled version of the authorized dealer model Horae operates in.
• Watchfinder & Co. Large pre-owned luxury watch specialist with certified authentication, warranty, and global e-commerce. Directly comparable to Horae Luxury's pre-owned model but at significantly larger scale.

Direct peers

• Pisa Orologeria: Historic Milan-based authorized dealer for Rolex, Patek Philippe, and other Swiss luxury brands. Comparable as a multi-generational Italian authorized watch retailer combining physical boutique and certified after-sales services.
• Gioielleria Gerardo Sacco: Italian jewelry and watch retailer with authorized Swiss watch brand offerings. Comparable combination of jewelry and watch retail under a regional flagship model.
• Gioielleria Pennisi: Italian authorized dealer for major Swiss watch brands (Rolex, Omega, Cartier, Patek Philippe) with physical boutiques in Catania and Sicily. Comparable multi-brand luxury watch and jewelry retailer operating regional flagship stores.
• Novecento Gioielli: Italian regional authorized watch and jewelry dealer carrying major Swiss brands. Comparable as a family-run authorized retailer operating physical boutiques with adjacent jewelry offerings.
• Goldsmith Roma: Rome-based luxury watch and jewelry boutique offering authorized sales of Rolex, Omega, Cartier, and other Swiss brands. Comparable Italian authorized dealer with flagship boutique model.

Emerging players

• Bob's Watches: US-based pre-owned Rolex and luxury watch specialist with authentication services and e-commerce. Comparable authentication-led model targeting the same high-end pre-owned collector segment.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookm.me/horaeorologeria

Compliance3 records

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 Horae