Horia

What Horia does

Horia SA is a Swiss precision engineering company headquartered in Courtételle, Jura, that designs, manufactures, and sells specialized tools and equipment for the watchmaking industry. Operating since at least 1989, the company has built a broad catalog organized into distinct product families: PR-series staking and milling tools; AMF-series multi-function devices for case-back and bezel operations; TH and TP watchmaker's and pivoting lathes; M/MTM pivot rolling machines; AR AI hand extractors; EMS/PO hand presses; OMLB strap-length tools; PT setting-lever presses for specific ETA calibers; and MEB educational balance-wheel/escapement models. Modular accessories — supports for ETA 2894-2 module springs, knives, arbors for hand removers, and B8 pliers — extend the platform around standard movements. All products are precision-engineered mechanical devices with no digital or AI component.

The company sells direct to professional watchmakers and horologists through its own e-commerce website (horia.ch), which is available in French, German, and English. Pricing is per-unit in Swiss Francs, ranging from approximately CHF 60 for small accessories to CHF 9,100 for the TH 40 workshop lathe, with bundled sets typically in the CHF 1,000–2,700 range. There is no subscription, recurring license, or service revenue component — the model is purely transactional one-time sales of physical goods. Marketing is limited to website content, organic social (Facebook, Twitter), an email newsletter, and basic SEO/Google Analytics. No third-party distributors, no named enterprise customers, no partnerships or alliances, and no institutional investors are disclosed; Horia appears to be an independently owned, privately held Swiss SME with 11–50 employees serving a fragmented professional and individual buyer base concentrated in the European watchmaking ecosystem.

Name

Horia

Legal name

Horia SA

Website

https://horia.ch

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Horia SA is a Swiss precision engineering company that designs and manufactures specialized mechanical tools — staking tools, lathes, presses, multi-function devices, and movement-specific supports — for professional watchmakers and horologists, selling direct via its own e-commerce website.

Ownership category

akta.pro rank

Headquarters

HQ city

Courtetelle

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Precision tools and equipment sales: Horia generates revenue through the sale of precision engineering tools and specialized equipment for the watch industry. Products are sold as one-time purchases with no recurring subscription component.

Pricing tiers

Distribution channels1 record

Marketing channels4 records

Core offering

Horia SA develops, manufactures, and sells precision-engineered mechanical tools and equipment specifically designed for the watch industry. The product portfolio covers staking and milling tools, multi-function devices for case backs and bezels, watchmaker's lathes, pivot rolling machines, hand presses, hand extractors, screw polishing lathes, knurling tools, and educational models for horology training.

Product overview

Horia SA is a Swiss precision engineering company specializing in tools and equipment for the watch industry. The product portfolio consists primarily of specialized mechanical watchmaker tools organized into distinct product families: the AMF multi-function devices for case back and bezel operations; PR staking and milling tools; TH watchmaker's lathes; TP pivoting lathes; M/MTM pivot rolling machines; AR AI hand extractors; EMS/PO hand presses; and OMLB strap length tools. Supporting products include micros, movement holders, baskets, setting stakes, and the MEB educational balance wheel/escapement model. The company operates a catalog-based product model with modular accessories and consumables.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi-function devices (AMF series) Multi-function device for opening case backs, removing bezels, removing and installing tubes, correctors, pushers, and bracelet pins. The AMF 2015 model features adjustable spindle height for greater clearance.
• Staking and milling tools (PR series) Staking and milling tools for watchmaker applications including riveting, staking, and milling operations on watch components.
• Watchmaker's lathe (TH series) Bench-mounted watchmaker's lathe for precision turning operations on watch components, offered in workshop (TH 40) and composition (TH 50) configurations.
• Pivot rolling machine (M/MTM series) Machine for rolling (burnishing) watch movement pivots to achieve proper finish.
• Pivoting lathe (TP series) Lathe for pivoting operations on watch components.
• Hand extractor (AR AI series) Tool for removing watch hands gently, with metallic construction for stability during delicate hand extraction from valuable dials. Customizable tips available.
• Hand presses (EMS/PO series) Manual presses for watch component installation including the EMS hand press and PO series portable lever presses.
• Strap length setting tool (OMLB series) Tool for setting strap length with interchangeable jaws adapted to strap shape, guiding screwdriver bits for damage-free screw positioning.
• Knurling tools (AM series) Knurling tools for creating textured patterns on watch components.
• Screw polishing lathe (TV/TR series) Lathe for polishing watch screws, including tripod version.
• Setting-lever presses (PT series) Setting-lever presses for specific ETA caliber movements including 7750, 7751, 2824-2, and others.
• Setting stakes (PO series) Setting stakes for stones, hands, locks, and riveting including lever presses and stone setting stakes with various spindle bores.
• Balance wheel and escapement educational model (MEB series) Educational model of balance wheel-spiral and Swiss lever escapement, enlarged approximately 10x, functional with manual winding and approximately 10 minutes power reserve.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights4 records

Direct peers

• Esslinger: Esslinger is a major US-based supplier of watchmaker tools, materials, and equipment, including staking tools, presses, and movement holders. While US-based, it serves the same professional watchmaker and hobbyist customer use case as Horia with overlapping product categories.
• Vibro-Gravure SA: Vibro-Gravure is a Swiss manufacturer of precision engraving and finishing equipment used in watchmaking, including machine tools for component finishing. It shares Horia's Swiss specialty-tool positioning in the watchmaking supply chain and operates in adjacent precision tooling categories.
• Horotec SA: Horotec is another Swiss precision tool maker focused on watchmaker tools, including loupes, tweezers, presses, and servicing equipment. Like Horia, Horotec targets professional watchmakers and offers a parallel specialty product range in the same Swiss toolmaking ecosystem.
• Bergeon SA: Bergeon is the most established Swiss manufacturer of professional watchmaker tools and equipment, founded in 1791 and headquartered in Grenchen. It offers a comparable catalog of staking tools, lathes, presses, and hand extractors serving the same professional watchmaker and horologist customer base as Horia, making it the closest direct competitor.
• Levin Tools: Levin Tools is a Swiss maker of precision lathes and tooling for watchmakers and micro-mechanics. Its watchmaker's lathes compete directly with Horia's TH 40 workshop lathe and TH 50 watchmaker's lathe composition in the same Swiss precision toolmaking market.
• Elma Schmidbauer GmbH: Elma produces ultrasonic cleaning equipment widely used by professional watchmakers and watch service centers to clean movement components. Its cleaning machines are a complementary category to Horia's mechanical tooling, often purchased together for a complete watchmaker's workstation.
• Boley (Friedrich Boley GmbH): Boley is a German manufacturer of precision watchmaker's lathes and tooling with heritage dating back to the 19th century. Its lathe and precision tool portfolio directly overlaps with Horia's watchmaker's lathe category, serving the same European professional watchmaker customer base.
• Witschi Electronic Ltd. Witschi is a Swiss manufacturer of testing and measuring equipment for the watch industry, including watch timing machines, water resistance testers, and diagnostic tools. While its product mix skews more toward electronic measurement than Horia's mechanical tooling, it serves the same professional watchmaker and brand-service-center customer base in Switzerland.
• Villiers Watch Tools: CousinsUK is a major UK-based distributor of professional watchmaker tools including the historic Villiers-branded range of staking tools, lathes, and presses. It serves the same UK and European professional watchmaker market as Horia with an overlapping product catalog.

Emerging players

• Techno Watch Tools: Techno Watch Tools is a smaller emerging supplier of watchmaker's tools and equipment, offering entry-level and mid-tier alternatives to the Swiss-established brands. It represents a value-tier competitive pressure on Horia's specialty positioning in the same professional watchmaker end market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/horia-sa

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 Horia