Carl Edmond

What Carl Edmond does

Carl Edmond is a Swedish direct-to-consumer watch brand operating under parent company Saro Island AB, headquartered in Särö, Sweden. Founded in 2016 and launched commercially in 2018, the company designs and sells stainless steel watches under two main collections — Granit (square case) and Ryolit (round case) — distributed across eight themed sub-collections (White Deluxe, White Deluxe Gold, White Deluxe Rose Gold, Black Deluxe, Navy Blazer, Gunmetal, Cameo, Limed Spruce) plus a line of interchangeable leather and mesh straps.

The watches are designed in collaboration with Swiss designer Eric Giroud and built on Swiss Ronda quartz movements with sapphire crystal glass; leather straps are sourced exclusively from Tärnsjö Garveri, a 140-year-old Swedish tannery using traditional vegetable tanning. The product technology is differentiated by materials and a proprietary interchangeable strap system rather than any software or AI capability.

The business model is a one-time-purchase DTC e-commerce operation priced at $310–$330 per watch and $60–$70 per strap, sold exclusively through the Shopify-powered carledmond.com storefront with free worldwide shipping, a 2-year (extendable to 3-year) warranty, and 30-day returns. The company employs 11–50 people, claims 3,000+ buyers, and markets through influencer collaborations, a content blog ('The Journal'), social media (#CARLEDMOND), and press coverage rather than through retail or wholesale channels.

Name

Carl Edmond

Legal name

Saro Island AB

Website

https://carledmond.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Carl Edmond is a Swedish direct-to-consumer watch brand selling Swiss-movement, sapphire-crystal stainless steel watches ($310–$330) and interchangeable leather straps ($60–$70) worldwide through its Shopify e-commerce site, serving fashion-conscious men and women in Europe, the US, and the UK.

Ownership category

akta.pro rank

Product category

Wristwatch Manufacturing

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Luxury Quartz Watches (CRAKADAB)

akta.pro secondary industries

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Swiss made watches
• Scandinavian watch design
• Wristwatch accessories
• Leather watch straps
• Minimalist timepieces

Headquarters

HQ city

Särö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Watch Sales: One-time purchase of watches ranging from $310-$330 USD, with free worldwide shipping. Watches come with 2-year warranty (extendable to 3 years upon registration).
2. Watch Strap Sales: Replacement and accessory straps sold separately for $60-$70 USD, allowing customers to customize their watches.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Carl Edmond designs, sources, and sells wristwatches directly to consumers worldwide through its own e-commerce platform. The company offers two core watch families (Granit square-case and Ryolit round-case) plus interchangeable leather and mesh straps, combining Scandinavian minimalist design with Swiss Ronda quartz movements, sapphire crystal glass, and vegetable-tanned leather straps from Tärnsjö Garveri.

Product overview

Carl Edmond is a Swedish watch brand offering a portfolio of two primary watch families—Granit (square case) and Ryolit (round case)—each available across multiple color-themed sub-collections including White Deluxe, White Deluxe Gold, White Deluxe Rose Gold, Black Deluxe, Navy Blazer, Gunmetal, Cameo, and Limed Spruce. The watches feature Swiss quartz movement by Ronda, sapphire crystal glass, and interchangeable straps in leather or stainless steel mesh. The company operates exclusively through its Shopify-powered e-commerce platform, selling directly to consumers globally with free shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Granit: Square-shaped watch collection featuring minimalist Scandinavian design with Swiss craftsmanship
• Ryolit

Products and services

• Granit Watch Collection Square-shaped stainless steel watch collection featuring Scandinavian minimalist design with Swiss craftsmanship. Available in multiple color variants (Silver, Gold, Rose Gold, Black) with leather or mesh straps, priced $310-$330.
• Ryolit Watch Collection Round-shaped stainless steel watch collection featuring Scandinavian minimalist design with Swiss craftsmanship. Available in 32mm, 36mm, and 40mm sizes with leather or mesh strap options, priced $310-$330.
• Watch Straps

Quantifiable outcome

• Watches feature sapphire crystal glass for scratch resistance and long-lasting shine.
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Eric GiroudcoreStrategic or Co-development PartnerWorld-renowned Swiss watch designer Eric Giroud collaborated with Carl Edmond to create a selection of timeless stainless steel watches. Giroud's expertise in luxury watch design brings credibility and distinctive aesthetic quality to the brand's products.
• Tärnsjö GarvericoreTechnology or IntegrationSwedish tannery with 140 years of experience producing vegetable-tanned leather. Located in Tärnsjö, Sweden, it is among the remaining 5% of tanning houses worldwide using traditional vegetable tanning instead of chrome methods. Provides all-natural leather straps made from hides sourced from local farms.
• RondacoreTechnology or IntegrationSwiss manufacturer of precision quartz movements. Carl Edmond uses Ronda movements in all their watches, ensuring Swiss-quality timekeeping precision.
• Joel KinnamancoreGTM or Marketing PartnerSwedish-American actor (known for Suicide Squad, The Boys) was associated with Carl Edmond's market entry, generating media attention. Swedish press described him as helping launch the 'watch challenger' brand against Daniel Wellington.
• Saro Island ABcoreOthersParent company of Carl Edmond brand, incorporated in Sweden at Västra Särövägen 83, 429 42 Särö, Sweden. Operates the e-commerce platform and handles customer service.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nordgreen: Copenhagen-based DTC watch brand with Scandinavian minimalist design, Japanese quartz movements, and interchangeable leather straps, targeting similar men and women segments via direct e-commerce.
• Vincero: US-based DTC watch brand with minimalist aesthetic, sapphire crystal, Japanese quartz movements, and interchangeable straps in the $200-$400 price range, with strong influencer marketing.
• Bering Time: Danish minimalist watch brand offering slim watches with sapphire crystal and quartz movements in a similar price band, with global DTC distribution and Scandinavian design DNA.
• TRIWA: Stockholm-based watch and eyewear brand with Scandinavian design heritage, offering watches and sunglasses through DTC, share similar design philosophy and Stockholm/Swedish premium positioning.
• Larsson & Jennings: Swedish-British watch brand with minimalist Scandinavian design aesthetics, Swiss Ronda quartz movements, and interchangeable NATO/leather straps targeting urban professionals.
• Daniel Wellington: Swedish-founded DTC watch brand known for minimalist designs, interchangeable NATO/leather straps, and influencer-led marketing — the most direct competitor Carl Edmond was publicly positioned against at launch.
• MVMT: Pioneering DTC watch brand known for minimalist designs, influencer marketing, and accessible price points; now owned by Movado but remains a benchmark in the DTC watch category.
• Cluse: Dutch DTC watch brand offering minimalist Scandinavian-style timepieces for men and women with interchangeable straps and a similar premium price band around $130-$250.

Emerging players

• Linjer: Norwegian DTC brand offering minimalist watches, bags, and leather goods with Scandinavian design heritage — overlap with Carl Edmond on watches and potential adjacency in leather accessories.

Broad incumbents

• Skagen: Established Danish minimalist watch brand (Fossil Group) with Scandinavian design heritage, quartz movements, and interchangeable mesh/leather straps at similar accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CarlEdmond
• Instagraminstagram.com/carledmond
• Pinterestpinterest.com/carledmond
• Xx.com/carledmondofcl

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 Carl Edmond