What Squalene does

Squale SA is a privately held Swiss watch manufacturer founded in 1959 and headquartered in Chiasso, Switzerland. The company exclusively designs, produces, and sells mechanical professional diving watches under its own Squale brand, marketed as Swiss Made. Its portfolio spans twelve collections (1521, Master, Matic, Matic S, 2001, 2002, Sub-37, Super Squale, 1545, T-183, Drass, plus limited edition releases such as the Corallo NOS 2008) with water resistance ratings from 200m to 1200m. Underlying technology centers on automatic mechanical movements and specialized case engineering for high-depth diving, with credibility reinforced by collaborations with the Italian Marina Militare, hyperbaric research firm DRASS Galeazzi, and the Italian State Police Diving Unit.

The business model is hybrid direct-to-consumer and dealer-based: Squale sells globally through its multilingual e-commerce site squale.ch (IT/EN/FR/DE, CHF/EUR/USD, PayPal and credit card processing) and through authorized dealers with a worldwide store locator. Pricing is per-unit, one-time purchase across watches and accessories (stainless steel, rubber, fabric, leather, and titanium straps, plus leather goods), with free worldwide shipping above a CHF 251 threshold and a two-year warranty. Customer segments are horizontal across professional/military divers, luxury collectors, and recreational divers; no enterprise anchor accounts or institutional investors are disclosed, and the company is family-owned/independent with no recorded funding rounds or M&A.

Name

Squalene

Legal name

Squale SA

Website

https://squale.ch

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

Squale SA is a Swiss privately held watchmaker founded in 1959 in Chiasso, Switzerland, specializing exclusively in mechanical professional diving watches across twelve collections with 200–1200m water resistance, sold globally via DTC e-commerce and authorized dealers.

Ownership category

akta.pro rank

Product category

Luxury Watches

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

Sports/Dive/Aviation Tool Watches (CRAKADAE)

akta.pro secondary industry

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

Keywords

• Professional diving watches
• Swiss Made timepieces
• Automatic mechanical watches
• Water resistant watches
• Watch straps accessories

Headquarters

HQ city

Chiasso

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Watch Sales: Direct sales of professional diving watches through e-commerce platform and authorized dealers. Revenue from full-price watch sales across multiple collections (1521, Master, Matic, 2001, 2002, Sub-37, Super Squale, 1545, T-183, Drass) ranging from standard to limited edition pieces.
2. Accessories Sales: Sales of watch straps and leather goods including stainless steel, rubber, fabric, leather, and titanium options.
3. International E-commerce: Remote sales service through website with product shipments from Switzerland, accepting CHF/EUR/USD with various payment methods including bank transfer, credit card, and PayPal.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Squale SA manufactures and sells Swiss Made professional diving watches through multiple named collections (1521, Master, Matic, Matic S, 2001, 2002, Sub-37, Super Squale, 1545, T-183, Drass) with water resistance ratings from 200m to 1200m. The company also sells compatible watch straps (stainless steel, rubber, fabric, leather, titanium) and leather goods, distributing worldwide via a direct-to-consumer e-commerce site and authorized dealer network.

Product overview

Squale is a Swiss watch manufacturer specializing exclusively in professional diving watches since 1959. The company offers a portfolio of twelve distinct watch collections (1521, Master, Matic, Matic S, 2001, 2002, Sub-37, Super Squale, 1545, T-183, Drass, and Corallo NOS limited editions) with water resistance ratings ranging from 200 to 1200 meters. The collections utilize automatic movement technology and are marketed as Swiss Made. Product range extends to watch accessories including stainless steel, rubber, fabric, leather, and titanium straps, plus leather goods. The company operates a direct-to-consumer e-commerce platform alongside authorized dealer networks.

Differentiator

Problem solved

Functional benefit

Brands

• 1521: Diving watch collection featuring 200m water resistance
• MASTER
• MATIC
• MATIC S
• 2001
• 2002
• SUB-37
• SUPER SQUALE
• 1545
• Drass
• T-183

Products and services

• 1521 Diving Watch Professional diving watch from the 1521 collection, designed for serious deep-sea diving with high water resistance ratings.
• MASTER Diving Watch Premium professional diving watch collection featuring advanced specifications for demanding underwater conditions.
• MATIC Diving Watch Automatic movement diving watch collection providing reliable timekeeping for professional divers.
• MATIC S Diving Watch Evolution of the Matic collection featuring enhanced automatic movement technology for professional diving applications.
• 2001 Collection (incl. Marina Militare) Classic diving watch collection inspired by the original size designed for serious diving, including the 2001 Marina Militare limited edition collaboration.
• 2002 Diving Watch Professional diving watch collection offering robust construction for underwater exploration.
• SUB-37 Diving Watch Compact 37mm professional diving watch marketed as the original size of serious diving, suitable for smaller wrists.
• SUPER SQUALE Diving Watch Flagship professional diving watch collection representing the pinnacle of Squale's craftsmanship.
• 1545 Diving Watch Professional diving watch collection with distinctive case sizing and 500m water resistance for professional use.
• T-183 Diving Watch Professional diving watch model featuring specific technical specifications for underwater operations.
• Drass Collection Professional diving watch collaboration with Drass Galeazzi, designed for military and professional diving applications.
• Corallo NOS 2008 (Limited Edition) Limited edition diving watch released from the archives, with only 300 pieces available worldwide.
• Stainless Steel Straps Replacement and additional straps made from stainless steel for Squale diving watches.
• Rubber Straps Durable rubber straps designed for diving use with Squale watches.
• Fabric Straps Fabric straps offering casual style options for everyday wear with Squale watches.
• Leather Straps Leather straps providing classic styling for formal or casual wear with Squale timepieces.
• Titanium Straps Premium titanium straps offering lightweight durability for diving and outdoor use.
• Leather Goods Leather accessories including watch boxes and carrying cases for Squale timepieces.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship, core and secondary.

• Marina Militare (Italian Navy)flagshipStrategic or Co-development PartnerLong-standing collaboration with the Italian Navy (Marina Militare) for professional diving watches. Features dedicated collection including 2001 Marina Militare limited edition. Represents the brand's heritage of supplying professional military diving equipment and authenticates the professional-grade quality of Squale timepieces.
• DRASS GaleazzicoreStrategic or Co-development PartnerCollaboration with DRASS (Dipartimento Ricerca Scientifica e Sviluppo) Galeazzi, a renowned Italian hyperbaric research center. Associated with deep-sea diving research and development, strengthening Squale's positioning in professional diving equipment.
• Italian State Police Diving UnitsecondaryStrategic or Co-development PartnerPartnership with the Italian State Police (Polizia di Stato) Diving Unit, supplying professional diving watches for law enforcement diving operations.
• Vincenzo FerrisecondaryGTM or Marketing PartnerBrand ambassador representing Squale in the diving and maritime community. Featured in brand highlights and collections, helping promote the brand's professional diving heritage.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Oris: Independent Swiss watchmaker with a flagship Aquis dive watch line. Comparable to Squale as an independent Swiss specialist with strong dive category presence, though operating at materially larger scale.
• Citizen (Promaster Diver): Japanese watchmaker with the Promaster Diver line targeting professional diving applications. Comparable category positioning to Squale's professional dive watches, with much broader global distribution.
• Breitling: Swiss luxury watchmaker with the Superocean dive watch line. Comparable Swiss dive watch heritage to Squale, though Breitling operates at significantly larger scale with broader product portfolio.
• Omega: Iconic Swiss luxury brand whose Seamaster line defines the professional dive watch category. Direct category competitor to Squale at the high end of the dive watch market.
• Tudor: Rolex sister brand with the Pelagos and Black Bay dive collections. Comparable category positioning as a premium Swiss dive watch, though operating at significantly larger scale and with much broader distribution.
• Longines: Heritage Swiss brand with the HydroConquest dive line. Comparable Swiss Made dive watch offering to Squale, sold through extensive global retail networks as part of the Swatch Group portfolio.
• Certina: Swatch Group-owned Swiss brand with heritage DS Action Diver line. Comparable to Squale in Swiss Made diving watch positioning at accessible price points, though backed by a major group.

Direct peers

• DOXA: Swiss watchmaker founded in 1889 with heritage in professional diving watches (SUB series). Closest direct competitor to Squale given shared niche specialization, Swiss Made positioning, and diving-first identity.
• Zodiac Watches: Heritage Swiss watchmaker with strong dive watch lineage (Sea Wolf). Comparable to Squale as a specialist brand rebuilding around vintage-inspired dive models with global DTC and dealer distribution.
• Steinhart Watches: German/Swiss-aligned dive watch specialist offering affordable professional-grade mechanical dive watches. Comparable to Squale in product category, target customer, and direct-to-consumer online-led distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/squale_official
• Facebookfacebook.com/100064236120746
• LinkedInlinkedin.com/company/squale-sa

Compliance1 record

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 Squalene