What Sekonda does

Sekonda is a British-owned watch brand established in 1966 and operated by Time Products (UK) Limited, headquartered in Wigston, Leicester. The company designs and sells analogue and smart watches primarily through a direct-to-consumer e-commerce channel at sekonda.com, distributing over one million watches per year at price points ranging from approximately £59.99 to £84.99 RRP for standard models. Its product portfolio spans traditional analogue collections (Classic, Monica, Montreal, Titan, Sparkle) and nine smart watch collections (Active, Active Plus, Motion, Motion Plus, Motion Go, Connect, Track, Alpine, Flex), each supported by dedicated companion apps with integrations into Apple Health, Google Fit, and Strava.

Sekonda monetizes entirely through one-time hardware sales — watches, straps, gift boxes, and accessories — with no subscription component. The company bundles every watch with a 2-year guarantee, a 21-step quality check, and access to an in-house aftercare team with over 75 years of collective watchmaking experience that maintains spare parts for watches dating back 50 years. Its go-to-market is product-led DTC: free standard delivery over £40, seasonal promotional campaigns (Summer Sale up to 50% off), an active blog and Instagram community, email capture with a 10%-off offer, and social proof via over 6,500 Reviews.IO ratings.

The smart watch division represents Sekonda's principal growth vector, with continuous product launches from 2021 through 2024 and a four-app software ecosystem supporting fitness tracking, GPS running, and over 100 dial customization options. Geographic reach is anchored in the UK, with nascent signals of EU presence via a 'Sekonda EU' link and data transfer disclosures referencing Germany and Hong Kong. Sekonda is privately held with no disclosed external funding, M&A, or executive leadership changes in the source data.

Name

Sekonda

Legal name

Time Products (UK) Limited

Website

https://sekonda.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Short description

Sekonda is a British watch brand founded in 1966 that sells over one million analogue and smart watches per year direct-to-consumer via its own e-commerce site, targeting men and women at affordable price points with a 2-year guarantee.

Ownership category

akta.pro rank

Product category

Watches

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fashion Watches (CRAKADAD)

akta.pro secondary industries

Dress/Formal Watches (CRAKADAF), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK)

Keywords

• Watches retail
• Smart watches
• Fashion timepieces
• Watch accessories
• Consumer wearables

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Watch Sales: Sekonda generates revenue primarily through the one-time sale of watches, including analogue dress watches, sports watches, and smart watches. Watches are sold directly to consumers through the company's e-commerce website, with prices ranging from approximately £59.99 to £84.99 for standard models.
2. Accessories and Gift Sets: Sekonda sells complementary products including gift boxes (Premium Grey/Gift Box at £9.99-£14.99), watch rolls, and birthstone necklaces, providing additional revenue streams at checkout.
3. Smart Watch Accessories: The company offers smart watch accessories and straps, including promotional offers such as 'Buy a Smart Watch, Get a Free Strap'.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Sekonda designs, sources and retails its own-brand analogue and smart watches for men and women, alongside a complementary range of gift boxes, straps and accessories. The portfolio spans entry-level dress and sports watches at roughly £59.99 RRP through to feature-rich smart watches, all backed by a 2-year guarantee, a 21-step quality check, and an in-house aftercare service with spare parts going back 50 years.

Product overview

Sekonda is a British-owned watch brand established in 1966, offering a diverse portfolio of timepieces across multiple price points and styles. The product lineup consists of two main categories: traditional analogue watches (Classic, Monica, Montreal, Titan, and Sparkle collections) and smart watches (Active, Active Plus, Motion, Motion Plus, Motion Go, Connect, Track, Alpine, and Flex collections). Each smart watch collection is paired with dedicated companion apps—Sekonda Smart App (for Active, Active Plus, Motion, Motion Plus, Flex Plus, Connect, Track, and Flex watches), Sekonda Pro App (for Active Pro and Motion Pro with GPS), Sekonda Hybrid App (for Hybrid watches), and Sekonda Move App (for Motion Go). All apps offer fitness tracking and dial customization. The brand emphasizes accessibility, selling over a million watches annually with a 2-year guarantee on all products.

Differentiator

Problem solved

Functional benefit

Products and services

• Sekonda Analogue Watches Traditional analogue watches for men and women spanning Classic dress watches, Gold/Silver/Two-Tone finishes, the Sparkle ladies' dress collection and the Titan men's sports chronograph, with silicone, leather and metal bracelets. Targeted at value-oriented consumers seeking stylish, reliable timepieces with a 2-year guarantee.
• Sekonda Smart Watches

Quantifiable outcome

• Over 1 million watches sold per year
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Apple HealthcoreTechnology or IntegrationSekonda's smart watch apps (Sekonda Smart App, Sekonda Pro App, Sekonda Hybrid App, Sekonda Move App) integrate with Apple Health to sync fitness data including steps, calories, workouts, and activity data, allowing users to consolidate their health metrics in one platform.
• Google FitcoreTechnology or IntegrationSekonda's smart watch apps integrate with Google Fit for seamless fitness data synchronization, enabling users to track steps, calories, sleep, and other metrics within the Google Fit ecosystem alongside Apple Health support.
• Hinteen Inc.minorOthersHinteen Inc. acts on behalf of Sekonda (Time Products (UK) Limited) to control personal data and provide services, as disclosed in the Smart App Privacy Policy. They can be contacted at 86-0755-23006881.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Apple (Apple Watch): Apple Watch dominates the smart watch category and competes with Sekonda's smart watch range on ecosystem integration and brand cachet, anchoring the upper bound of the consumer wearable market that Sekonda undercuts on price.
• Garmin: Garmin is an established wearable technology incumbent competing directly with Sekonda's smart watch lines on fitness tracking, GPS, and health monitoring, though at significantly higher price points and broader feature sets.

Direct peers

• Timex: Timex is a long-established affordable watch brand offering analogue and digital watches at similar entry-level price points to Sekonda, with comparable mass-market retail positioning and broad men's and women's collections.
• Fossil Group: Fossil designs and markets fashion watches across multiple owned brands (Fossil, Michael Kors, Armani) at accessible price points, directly comparable to Sekonda's affordable fashion watch positioning.
• Swatch: Swatch offers affordable, design-led fashion watches with analogue and limited smartwatch offerings, sharing Sekonda's mass-market price band and youth/fashion-oriented customer base.
• Daniel Wellington: Daniel Wellington is a digital-first fashion watch brand selling minimalist analogue watches at affordable price points, mirroring Sekonda's D2C e-commerce model and accessible gifting positioning.
• Lorus: Lorus, part of Seiko Group, offers affordable analogue and digital watches comparable to Sekonda on entry-level price points and broad men/women collections.
• Armitron: Armitron is an affordable watch brand offering analogue and digital watches at entry-level price points, sharing Sekonda's mass-market positioning in the fashion watch category.
• Rotary Watches: Rotary is a UK-based heritage watch brand selling affordable and mid-range analogue watches, directly comparable to Sekonda on domestic market, heritage positioning, and price points.
• Casio: Casio produces affordable analogue, digital, and G-Shock watches across multiple collections, directly competing with Sekonda's Classic, Sports, and Titan lines on price and durability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sekondawatches
• Facebookfacebook.com/SekondaWatches
• LinkedInlinkedin.com/company/sekonda

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 Sekonda