Klenoty Aurum
Klenoty Aurum is a Czech jewelry and watch retailer operating 45+ physical stores plus an e-commerce platform and mobile app, serving consumers and B2B partners with jewelry, branded watches from 30+ international brands, accessories, and gold buying services.
- Company typePrivate
- Founded1956
- HeadquartersPrague, Czechia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Klenoty Aurum does
Klenoty Aurum is a Czech jewelry and watch retailer operating 45+ physical stores across the Czech Republic alongside an e-commerce platform (klenotyaurum.cz) and a mobile application. The company self-describes as the largest seller of watches and jewelry in the Czech Republic and has operated under its brand since 1956. Its customer base is primarily Czech retail consumers, segmented by gender (Women and Men as primary, Children as secondary), with an additional B2B wholesale channel for business partners managed by a dedicated B2B project manager.
The core product assortment spans jewelry (rings, earrings, necklaces, bracelets, pendants, chains, anklets) in gold, silver, steel, and various stone options including brilliants, diamonds, pearls, and synthetic stones; watches from over 30 international brands spanning luxury (Gucci, Louis Erard, Movado, Montblanc), mid-tier (Calvin Klein, Tommy Hilfiger, Hugo Boss, Lacoste, Citizen, Festina, Olivia Burton), and fashion (Swarovski, Diesel, MVMT, Slazenger, Victorinox); and accessories including pens, wallets, jewelry boxes, cufflinks, and tie clips. Supporting offerings include the Klenoty Klub loyalty program, gift cards in 500-5,000 Kč denominations, a gold-buying service at 1,250 Kč per gram of 585/1000 gold with a double-value merchandise option, a gold exchange program, and watch repair services through authorized service centers.
The business model is omnichannel retail with one-time purchase pricing as the dominant revenue stream, complemented by transaction-fee revenue from gold buying and B2B wholesale. Distribution is multichannel: 45+ retail locations in shopping centers and outlet malls, an owned e-commerce storefront, iOS/Android mobile app, and B2B wholesale contact via [email protected]. Marketing is conducted through a blog (Inspirace, Rady, Tipy, Novinky), Instagram (@klenotyaurum.cz), email newsletter, and Heureka verified reviews. Underlying technology consists of the e-commerce platform with mobile application integration, the Klenoty Klub loyalty system, and centralized inventory management across the store network; no public-facing API or proprietary AI capabilities are documented.
Klenoty Aurum firmographics
Firmographics- Name
- Klenoty Aurum
- Legal name
- KLENOTY AURUM S.R.O.
- Website
- https://klenotyaurum.cz
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Klenoty Aurum is a Czech jewelry and watch retailer operating 45+ physical stores plus an e-commerce platform and mobile app, serving consumers and B2B partners with jewelry, branded watches from 30+ international brands, accessories, and gold buying services.
- Ownership category
- akta.pro rank
Klenoty Aurum industry classification
Industry- Product category
- Jewelry and Watch Retail
- NAICS
- Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
- akta.pro secondary industries
- Jewelry & Watch Care Products (Tools, Cleaners, Storage) (CRAKALAK), Appraisal, Authentication & Insurance Documentation (CRAKALAH)
Keywords
Where Klenoty Aurum is headquartered
LocationHeadquarters
- HQ city
- Prague
- HQ country
- Czechia
- HQ region
- Europe
Offices46 records
Markets served
Klenoty Aurum business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Jewelry Sales: One-time purchase model for jewelry including rings, necklaces, earrings, bracelets, pendants. Products made from gold (yellow, white, rose), silver, steel, and various gemstones including diamonds, brilliants, pearls, and synthetic stones.
- Watch Sales: Sale of branded watches including luxury and fashion brands. Watch types include analog, digital, round, rectangular, oval, with leather, steel, and rubber straps.
- Accessory Sales: Sale of luxury accessories including pens, notepad covers, wallets, keychains, cufflinks, tie clips, jewelry boxes, and gift sets.
- Gift Cards: Gift cards sold in denominations of 500, 1000, 2000, and 5000 Kč. Customers can purchase new cards or recharge existing ones.
- Gold Buying Service: Purchase of gold jewelry from customers at 1250 Kč per 1g of 585/1000 gold purity. Customers can receive cash or choose merchandise worth double the gold value.
- Gold Exchange Program: Customers can exchange old gold jewelry for new products at preferential rates.
- B2B Wholesale: Wholesale supply to business partners, managed by B2B Project Manager Petr Maurer.
- Watch Repair Service: Watch repair service through authorized service centers at physical store locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Gold Purchase Rate |
| Unit Pricing | One time | Gift Card Envelope Styles |
| Subscription | Annual | Klenoty Klub Loyalty Program |
| Unit Pricing | Pay-as-you-go | Brilliant Jewelry Collection 999 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Klenoty Aurum product offering
Product offeringCore offering
Klenoty Aurum is a Czech multi-channel retailer that sells gold, silver, and steel jewelry (rings, earrings, necklaces, bracelets, pendants, chains), branded watches from over 20 international labels, and luxury accessories (pens, wallets, keychains, cufflinks, jewelry boxes, gift sets) through 45+ physical stores, an e-commerce site, and a mobile app. Complementary services include a Klenoty Klub loyalty program, gift cards, a gold buying service that purchases old gold at 1,250 CZK per gram, and in-store watch repair.
Product overview
Klenoty Aurum operates as a multi-channel jewelry and watches retailer in the Czech Republic, combining an e-commerce platform with over 40 physical stores. The core offering spans jewelry (rings, earrings, necklaces, bracelets, pendants, chains), watches from international brands, and accessories such as luxury pens, wallets, and jewelry boxes. Supporting services include a loyalty program (Klenoty Klub), a mobile application, gold purchase service, gift cards, and watch repair services. The 999 Collection provides entry-level brilliant jewelry at six price points, while the Black & White and Laboratory Diamond collections offer differentiated premium segments. The platform distributes both proprietary designs and branded merchandise from partners including SWAROVSKI, Calvin Klein, Tommy Hilfiger, BOSS, Gucci, and Citizen.
Differentiator
Problem solved
Functional benefit
Brands
- Klenoty Klub: Loyalty club program offering discounts and exclusive benefits to members
- Klenoty Aurum
Products and services
- Jewelry (Šperky)
- Watches (Hodinky)
- Accessories (Doplňky)
- Gift Cards (Dárkové karty)
- Gold Buying Service (Výkup zlata)
- Klenoty Klub Loyalty Program
- Mobile Application
- Brilliant Jewelry Collection 999 (Briliantové šperky 999)
- Laboratory Diamonds Collection (Laboratorní diamanty)
- Black & White Collection
- Watch Repair Service
- B2B Wholesale Supply
Companies that use Klenoty Aurum
Customer profileSegments4 records
Ideal customer profiles3 records
Klenoty Aurum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Klenoty Aurum partnerships and signals
Strategic signalPartnerships
33 partnerships are on record, tiered core, major and minor.
- SwarovskicorePremium jewelry and watch brand distributed through Klenoty Aurum stores and e-commerce. Products include crystals, jewelry, accessories, and watches.
- Calvin KleincoreFashion brand jewelry and watches including Calvin Klein accessories collection distributed through Klenoty Aurum.
- Tommy HilfigercoreAmerican fashion brand watches and jewelry distributed through Klenoty Aurum retail locations.
- BOSScoreHugo Boss fashion brand watches and jewelry including BOSS Orange line distributed through Klenoty Aurum.
- GuccicoreItalian luxury fashion brand watches and jewelry distributed through Klenoty Aurum premium retail locations.
- FestinamajorSwiss watch brand known for sport and fashion watches distributed through Klenoty Aurum stores.
- CitizenmajorJapanese watch manufacturer known for eco-drive technology distributed through Klenoty Aurum.
- LacostemajorFrench fashion brand watches and jewelry including apparel accessories distributed through Klenoty Aurum.
- Olivia BurtonmajorBritish women's watch and jewelry brand known for fashion-forward designs distributed through Klenoty Aurum.
- MovadomajorSwiss watch brand known for iconic museum dial designs distributed through Klenoty Aurum.
- Louis ErardminorSwiss luxury watch brand distributed through select Klenoty Aurum retail locations.
- MVMTminorAmerican watch brand known for affordable luxury watches and eyeglasses distributed through Klenoty Aurum.
- DieselminorItalian fashion brand watches known for bold, edgy designs distributed through Klenoty Aurum.
- Scuderia FerrariminorFerrari licensed watches and accessories distributed through Klenoty Aurum.
- Frank 1967minorItalian watch brand distributed through Klenoty Aurum.
- Lee CooperminorBritish footwear and accessories brand watches distributed through Klenoty Aurum.
- SectorminorItalian watch brand known for sporty designs distributed through Klenoty Aurum.
- SlazengerminorBritish sporting goods brand watches distributed through Klenoty Aurum.
- VictorinoxminorSwiss brand known for Swiss Army knives and expanding into watches and accessories distributed through Klenoty Aurum.
- CluseminorDutch fashion watch brand known for minimalist designs distributed through Klenoty Aurum.
- HUGOmajorYouth-oriented fashion brand from Hugo Boss group watches and jewelry distributed through Klenoty Aurum.
- BerucciminorFashion jewelry brand distributed through Klenoty Aurum.
- CO88minorFashion jewelry brand distributed through Klenoty Aurum.
- Juicy CoutureminorAmerican lifestyle fashion brand jewelry and accessories distributed through Klenoty Aurum.
- Armani ExchangeminorGiorgio Armani Group younger-focused brand watches distributed through Klenoty Aurum.
- JaguarminorJaguar licensed watches distributed through Klenoty Aurum.
- MontblancminorGerman luxury goods brand luxury pens and accessories distributed through Klenoty Aurum.
- LockitsminorJewelry brand distributed through Klenoty Aurum.
- KaliberminorJewelry brand distributed through Klenoty Aurum.
- Key MomentsminorJewelry brand distributed through Klenoty Aurum.
- FURIOSA®minorCzech jewelry brand distributed through Klenoty Aurum.
- AuttalkminorCharity-linked bracelets produced in collaboration with Auttalk foundation distributed through Klenoty Aurum.
- Zdravotní klaun (Health Clown)minorCharitable partnership supporting hospitalized children through Health Clown organization.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Klenoty Aurum competitors and assessment
Company assessmentEmerging players
- Blue Nile: Online-first diamond and fine jewelry retailer now owned by Signet. Comparable in jewelry category and price positioning; represents the e-commerce/DTC threat to physical-store-led jewelers like Klenoty Aurum.
Regional players
- Malabar Gold & Diamonds: Large multi-store gold and diamond jewelry retailer primarily in Middle East and India with growing international footprint. Comparable as a multi-store precious-metal and diamond jewelry specialist at similar scale of physical distribution, though in different geographies.
Broad incumbents
- Pandora: Global branded jewelry retailer operating its own stores and concessions across Europe, including the Czech Republic. Comparable as a multi-channel branded jewelry retailer with strong store footprint and growing e-commerce, though Pandora is brand-owner while Klenoty Aurum is multi-brand distributor.
- Swarovski: Global crystal and jewelry brand operating own-brand retail stores alongside wholesale distribution. Comparable as both a brand partner and competitor in jewelry retail; competes for Czech jewelry-wallet share via own stores and department-store concessions.
- Tiffany & Co. Iconic global luxury jewelry retailer with flagship stores and growing direct e-commerce. Comparable in jewelry category premiumization, brand-driven demand, and gift-occasion positioning, though at a materially higher price point and global scale.
- Signet Jewelers: World's largest jewelry retailer (Kay, Zales, H. Samuel, etc.) with multi-brand store and digital model. Comparable multi-brand jewelry retail platform with store + e-commerce and loyalty programs, though at vastly larger scale and primarily North American/UK focus.
- Richemont: Luxury conglomerate (Cartier, Van Cleef, IWC, etc.) operating branded jewelry and watch retail globally. Comparable as a luxury jewelry/watches distributor; sets the ceiling for premium watch/jewelry distribution economics.
Direct peers
- Fossil Group: Global watch and accessories company distributing branded watches (including through Klenoty Aurum as a partner) via wholesale and own retail. Directly comparable as a multi-brand watch retailer/distributor in the same branded-watch category.
- Zlaté Zásnuby: Czech online and physical jewelry retailer specializing in engagement rings and wedding bands. Direct competitor in the same Czech market with overlapping online + physical-channel model and similar precious-metal/diamond assortment.
- Festina Group: European multi-brand watch group (Festina, Lotus, Jaguar, Candino) distributing through European retail including Czech market. Comparable as a watch-focused multi-brand player with overlapping brand portfolio and distribution partnerships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Klenoty Aurum social profiles
Digital presenceKlenoty Aurum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Klenoty Aurum leadership team
Management profileNumber of profiles
Profiles1 record
Klenoty Aurum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Klenoty Aurum 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 Klenoty Aurum
What does Klenoty Aurum do?
Klenoty Aurum is a Czech multi-channel retailer that sells gold, silver, and steel jewelry (rings, earrings, necklaces, bracelets, pendants, chains), branded watches from over 20 international labels, and luxury accessories (pens, wallets, keychains, cufflinks, jewelry boxes, gift sets) through 45+ physical stores, an e-commerce site, and a mobile app. Complementary services include a Klenoty Klub loyalty program, gift cards, a gold buying service that purchases old gold at 1,250 CZK per gram, and in-store watch repair.
Is Klenoty Aurum a public or private company?
Klenoty Aurum is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Klenoty Aurum founded?
Klenoty Aurum was founded in 1956. It employs 101 to 250 people.
Where is Klenoty Aurum based?
Klenoty Aurum is headquartered in Prague, Czechia, in the Europe region.
How does Klenoty Aurum make money?
Eight revenue lines are on record. Retail Jewelry Sales are the primary driver. The others are watch Sales, accessory Sales, gift Cards, gold Buying Service, gold Exchange Program, B2B Wholesale and watch Repair Service.
Who are Klenoty Aurum's main competitors?
Blue Nile is listed as an emerging player. Malabar Gold & Diamonds is listed as a regional player. Broad incumbents are Pandora, Swarovski, Tiffany & Co., Signet Jewelers and Richemont. Direct peers are Fossil Group, Zlaté Zásnuby and Festina Group.
Does Klenoty Aurum have an API?
No public API is recorded for Klenoty Aurum.
What industry is Klenoty Aurum in?
Klenoty Aurum's product category is Jewelry and Watch Retail. Its primary akta.pro industry code is CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver), with a secondary code of CRAKALAK, Jewelry & Watch Care Products (Tools, Cleaners, Storage). Its NAICS code is 458310 and its SIC code is 5944.