Milus

What Milus does

Milus International SA is an independent Swiss luxury watchmaker headquartered in Biel/Bienne, Switzerland, with continuous operations dating to 1919. The company is owned by the Tissot family since 2016, with Luc Tissot serving as CEO. Milus produces three core mechanical watch collections — Snow Star (heritage dress watch), Archimèdes by Milus (dive watch using the Super Compressor case system with internal compression resistance and helium escape valve), and LAB 01 (modern urban watch featuring a proprietary fiberglass dial) — all fitted with standard ETA and Sellita automatic movements and carrying Swiss Made designation.

The business sells through a direct-to-consumer e-commerce platform (milus.com) and a network of authorized partner retailers, with watch prices ranging from $1,390 to $3,170 and accessories (Legacy knives, Gold Bullion pieces, key rings) priced from $115 to $880. The customer base spans luxury watch collectors, dive watch enthusiasts, urban professionals, and advocates of independent Swiss brands. Recent commercial activity includes trade show participation at Inhorgenta Munich 2024 and WatchPro Salon London 2025, partnerships with Coral Guardian (marine conservation) and the American Red Cross (Ukraine relief auction), and a 2020 e-commerce launch partnered with online retailer MONTREDO.

The operational footprint is small and family-controlled, with no public funding rounds, no disclosed revenue or headcount, and no AI/technology platform layer — the competitive proposition rests on heritage, craftsmanship, and accessibly-priced Swiss Made mechanical watches.

Name

Milus

Legal name

Milus International SA

Website

https://milus.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1–10 employees

Short description

Milus International SA is an independent Swiss luxury watchmaker founded in 1919, owned by the Tissot family since 2016. It produces three core mechanical watch collections (Snow Star, Archimèdes, LAB 01) priced $1,390–$3,170, sold globally via DTC e-commerce and authorized retailers.

Ownership category

akta.pro rank

Product category

Luxury Watches

NAICS

Jewelry Retailers (458310)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industry

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

Keywords

• Luxury watches
• Swiss watchmaking
• Dive watches
• Automatic watches
• Watch accessories

Headquarters

HQ city

Bienne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watch Sales: Primary revenue from sale of Swiss Made luxury watches across three main collections: Snow Star, Archimèdes by Milus, and LAB 01. Watches range from $1,390 to $3,170 for current models, with prices varying by collection, materials, and edition.
2. Accessories and Straps: Sale of complementary products including straps (NATO, leather, rubber, textile), cuffs, travel kits, and branded accessories. Straps range from $115 to $280, with accessories like travel kits at $320.
3. Special Edition and Limited Products: Sale of limited edition pieces and special collaborations such as the Midway Edition watches and specialty accessories like Gold Bullion and Legacy knives.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Milus International SA manufactures and sells Swiss-made luxury mechanical watches across three core collections: Snow Star (heritage dress watches), Archimèdes by Milus (dive watches with Super Compressor technology), and LAB 01 (minimalist urban watches with proprietary fiberglass dials). The company also sells complementary accessories including straps, bracelets, cufflinks, travel kits, gold bullion, and legacy knives, distributed through direct e-commerce and authorized partner retailers.

Product overview

Milus is a Swiss luxury watchmaker founded in 1919, operating as an independent family-owned company (currently under the Tissot family since 2016). The product portfolio centers on three core watch collections: the Snow Star (historic pilot's watch reissue from the 1940s with elegant automatic dress watch styling), the Archimèdes by Milus (modern successor to the 1970s Super Compressor dive watch with dual crown and helium valve), and the LAB 01 (minimalist urban watch with exclusive fiberglass dial and Sellita automatic movement). Complementing the watch collections, Milus offers an extensive range of straps and bracelets (Tropic rubber, NATO, leather, textile, and Milanese mesh), accessories (cufflinks, travel kits, a minute repetition key ring, legacy knives, and gold bullion), and gift cards. The brand emphasizes Swiss-made craftsmanship, SuperLuminova lume technology, sapphire crystals, and automatic movements across its product ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Snow Star: Flagship collection inspired by the 1940s military watch, featuring elegant Bauhaus design with instant date functionality.
• Archimèdes by Milus
• LAB 01

Products and services

• Snow Star Historic Swiss luxury dress watch reissued from the 1940s pilot's design, featuring 904L stainless steel, mirror polishing, automatic ETA 2892 movement with 4 Hz frequency, curved sapphire crystal, and instant date complication. Available in multiple dial colors including Sky Silver, Night Black, Ice Blue, Boreal Green, and Dark Matter, priced from $2,280 to $3,170.
• Archimèdes by Milus Modern dive watch and successor to the 1970s Super Compressor, featuring dual crown, bi-directional inner rotating bezel, Broad Arrow hands with SuperLuminova, ETA 2892 movement, helium valve, and curved sapphire glass. Water resistant to 300m (30 ATM). Available in colorways including Blue Odyssey, Aqua Steel, Yellow Stone, Deep Blue, Silver Storm, Wild Green, Gravel Black, and Orange Coral, priced from $2,570 to $2,820.
• LAB 01 Minimalist urban watch inspired by 1990s Milus design codes, featuring an exclusively developed fiberglass dial, automatic Sellita SW200 caliber with 38 hours power reserve, see-through case back, SuperLuminova-coated hands, antireflective sapphire glass, and Milanese mesh bracelet. Brushed/polished 316L steel, 40mm diameter, 3 ATM water resistance, priced at $1,390.
• Tropic Rubber Strap

Quantifiable outcome

• 24-month warranty coverage
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MONTREDOcoreChannel Partner/ Reseller/ Distributor · 17 September 2020MONTREDO is an authorized online retail partner for Milus watches, founded in Berlin in 2012. With over 25,000 watches sold globally, MONTREDO represents Milus in the German market and beyond, offering the complete Milus collection through their online platform. The partnership emphasizes shared values around digitalization of the watch industry and direct customer relationships.
• Coral GuardianminorStrategic or Co-development PartnerFrench NGO based in Indonesia since 2012 focused on preserving coral reef ecosystems through community involvement and scientific monitoring. For every Archimèdes Orange Coral watch purchased, Milus adopts a coral in the customer's name which is transplanted onto reef structures in areas where reefs were damaged.
• American Red CrossminorStrategic or Co-development PartnerHumanitarian partnership to support Ukrainian conflict relief efforts. Milus auctioned a Snow Star Boreal Green watch through Auction Cause and eBay, with all proceeds supporting the American National Red Cross mission. Bidding started at $1,000.
• Auction CauseminorGTM or Marketing PartnerAuction platform partner facilitating charitable watch auctions. Partnered with Milus and eBay to auction watches supporting the American Red Cross humanitarian mission.
• eBayminorChannel Partner/ Reseller/ DistributorE-commerce platform used for charitable auction of Milus watches supporting Red Cross humanitarian efforts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Oris: Oris is a Swiss independent watchmaker founded in 1904, offering accessible mechanical watches typically priced between $1,500–$5,000. Both brands are heritage Swiss independents emphasizing craftsmanship, in-house production, and direct relationships with collectors, operating outside the major luxury conglomerates.
• Junghans: Junghans is a German heritage watchmaker producing minimalist mechanical and quartz watches in the $700–$3,000 range. Like Milus's LAB 01 collection, Junghans emphasizes Bauhaus-influenced minimalist design accessible to urban professionals seeking understated Swiss/German craftsmanship.
• Maurice Lacroix: Maurice Lacroix is a Swiss independent watchmaker offering mechanical watches in similar price tiers ($1,500–$5,000). Both brands are family-controlled, emphasize in-house design, and compete in the same accessible luxury Swiss segment with comparable DTC and authorized dealer distribution models.
• Raymond Weil: Raymond Weil is a family-owned Swiss independent watchmaker offering mechanical watches at accessible price points ($1,000–$4,000). Both brands target buyers seeking independent Swiss alternatives to conglomerate brands, with similar pricing architecture and product positioning.
• Frederique Constant: Frederique Constant is a Swiss independent watchmaker producing accessible mechanical watches in the $1,000–$5,000 range with strong DTC e-commerce and authorized retailer networks. Like Milus, it targets collectors seeking Swiss heritage and craftsmanship at accessible price points without conglomerate backing.
• Alpina Watches: Alpina is a Swiss heritage watchmaker specializing in accessible sports and dive watches ($800–$3,500). Like Milus's Archimedes collection, Alpina emphasizes professional-grade dive capability with comparable pricing and independent positioning within the affordable Swiss sports watch category.
• Ebel: Ebel is a Swiss luxury watchmaker with heritage dating to 1911, producing mechanical watches typically priced $2,000–$8,000. Both brands share a Swiss heritage identity, comparable price tiers, and a focus on elegant mechanical designs appealing to collectors and enthusiasts.
• Certina: Certina is a Swiss watchmaker with heritage dating to 1888, offering accessible mechanical watches often priced $500–$2,500. Both Milus and Certina leverage ETA-based movements, similar Bauhaus design influences, and heritage positioning in the accessible Swiss mechanical watch segment.

Others

• MONTREDO: MONTREDO is a Berlin-based online watch retailer founded in 2012 that is an authorized Milus retail partner with 25,000+ watches sold. While a channel partner rather than competitor, it is a relevant comparable for the digital-native watch distribution model Milus uses.

Broad incumbents

• Baume & Mercier: Baume & Mercier is an established Swiss watchmaker (Richemont-owned) producing mechanical watches in the $2,000–$10,000 range. While now part of a luxury group, its heritage positioning and accessible luxury price points overlap with Milus's target customer seeking Swiss craftsmanship and design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/miluswatches
• Facebookfacebook.com/miluswatches
• LinkedInlinkedin.com/company/miluswatches

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Milus