Steltman

What Steltman does

Steltman is a privately held, family-owned luxury jewelry and watch retailer operating from two adjacent stores at Plaats in The Hague, Netherlands (Steltman Juwelier at Place 26 and Steltman Watches at Place 16). Founded in 1917 by Johannes Steltman and run by the Brom family for nearly half a century, the business serves affluent individual buyers including engagement and wedding ring purchasers, watch collectors, and bespoke jewelry clients, and is reported to include royal clientele. Its offerings center on the proprietary Steltman Collection — handmade 18-carat gold jewelry with diamonds and colored gemstones produced in the in-house atelier at Plaats 26 — alongside authorized-dealer representation of more than 13 international jewelry brands (Pomellato, Ole Lynggaard Copenhagen, Chopard, DoDo, Mattioli, De Parme Design, Concordia, Al Coro, Demeglio, IsabelleFa, Mattia Cielo, Seaman Schepps) and 13+ luxury watch brands (Patek Philippe, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Chopard, Baume & Mercier, Panerai, Glashütte Original, Ebel, Nomos, QlockTwo, Grönefeld, Christiaan van der Klaauw), plus a pre-owned watch channel at watch-site.nl.

The operating technology is traditional rather than digital: an in-house goldsmith studio with three goldsmiths (one trained at Central St. Martin's College London), a watchmaker workshop with two brand-certified watchmakers authorized to service most top watch brands in-house, and rare enameling expertise — described as one of the few studios in the Netherlands still mastering the technique. Digital surface area is limited to a Shopify-based e-commerce site with a custom Ring Builder configurator (over 51,000 GIA/IGI-certified loose diamonds), the dedicated Pre-Owned Watch Site, and organic social on Instagram and Facebook. Ten collections are patented/registered (Steltman Gem, Steltman Pure Gem, Safari by Steltman, Steltman Diamond, Steltman Wedding, Steltman Lotus, Alexandra, Steltman Amalia, Sophia, Catharina) and all in-house pieces carry the Steltman Master's Mark of authenticity.

Steltman's revenue model combines luxury goods retail with ancillary professional services. Primary retail is one-time sale of jewelry and watches (wedding rings from €875 to €3,200; engagement rings with diamonds from $2,736 to $180,115; watches from $1,501 to $181,568). Service revenue — repairs, custom designs, certified valuations for insurance/inheritance, and maintenance — is generated in-house by qualified goldsmiths and watchmakers, with certain repairs outsourced to brand factories. The go-to-market is direct-to-consumer via physical retail with appointments, supplemented by e-commerce with international shipping (US, EU, UK, Switzerland, Singapore, Canada). The company is bootstrapped, with no disclosed external investors, parent entity, or subsidiaries.

Name

Steltman

Legal name

Steltman Juwelier BV en Steltman Watches VOF

Website

https://steltman.nl

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

11–50 employees

Short description

Steltman is a family-owned Dutch luxury jeweler and watch retailer, founded in 1917 in The Hague, operating two stores with an in-house goldsmith atelier and certified watchmakers, serving affluent individual buyers including a reported royal clientele.

Ownership category

akta.pro rank

Product category

Luxury Jewelry and Watch Retail

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (339910)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Watch & Timepiece Retail (CRAKAGAD)

akta.pro secondary industries

Luxury Mechanical Watches (CRAKADAA), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

Keywords

• Luxury jewelry retail
• Luxury watch retail
• Jewelry repair services
• Custom jewelry design
• Certified watchmaking

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Retail: Sale of luxury jewelry including own Steltman Collection (handmade 18-carat gold jewelry) and international high-end jewelry brands (Pomellato, Ole Lynggaard Copenhagen, DoDo, etc.)
2. Watch Retail: Sale of luxury watches from Swiss and German top brands including Patek Philippe, Cartier, IWC Schaffhausen, Jaeger-LeCoultre
3. Repair Services: Jewelry, watches and silver repairs carried out in-house by qualified goldsmiths and watchmakers. Some repairs outsourced to specialized external professionals or brand factories.
4. Custom Design Services: Custom jewelry design services where goldsmiths work with customers to create bespoke pieces according to their wishes
5. Valuation Services: Certified appraisals for insurance purposes, inheritance, estate division, and general value assessment of jewelry and watches
6. Maintenance Services: Cleaning, maintenance and restoration services for jewelry and watches
7. Pre-Owned Jewelry and Watches: Sale of pre-owned luxury jewelry and watches through dedicated Pre-Owned sections and Watch-Site

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Steltman operates two retail stores at Plaats in The Hague, Netherlands, selling handmade 18-carat gold jewelry from its proprietary Steltman Collection alongside international luxury jewelry brands (Pomellato, Ole Lynggaard Copenhagen, DoDo, Mattioli, Chopard, etc.) and luxury watches from Swiss and German brands including Patek Philippe, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Chopard, Baume & Mercier, and Grönefeld. The company runs an in-house goldsmith studio and certified watchmaker workshop that deliver jewelry and watch repairs, restorations, custom designs, certified valuations, and maintenance. It also operates a dedicated pre-owned watch website (watch-site.nl) and an online Ring Builder tool for custom engagement rings.

Product overview

Steltman operates two retail entities at Plaats in The Hague: Steltman Juwelier (jewelry, at Place 26) and Steltman Watches (watches, at Place 16). The jewelry offering centers on the proprietary Steltman Collection—handmade 18-carat gold jewelry crafted in their in-house atelier—complemented by international luxury brands including Pomellato, Ole Lynggaard Copenhagen, DoDo, Mattioli, De Parme Design, Concordia, Al Coro, IsabelleFa, Mattia Cielo, Seaman Schepps, and Chopard jewelry. The watch collection features Swiss and German haute horlogerie: Patek Philippe, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Chopard, Baume & Mercier, Ebel, Glashutte Original, Gronefeld, Nomos, QlockTwo, Panerai, and Christiaan van der Klaauw. Steltman also operates the Steltman Ring Builder for custom engagement rings, loose diamond sales (GIA/IGI certified), and a Pre-Owned Watch Site (watch-site.nl) for authenticated second-hand luxury timepieces. The company provides ancillary services through its dual atelier: goldsmithing for custom designs, repairs, and restorations; watchmaking for certified service and maintenance; jewelry and watch valuations for insurance and inheritance; and professional cleaning and maintenance. Founded in 1917, the business has been run by the Brom family for nearly half a century.

Differentiator

Problem solved

Functional benefit

Brands

• Steltman Collection: Handmade jewelry of 18 carat white, yellow or rose gold, often set with diamonds and gemstones of high quality, made in the company's own studio in The Hague. Includes patented collections such as Steltman Gem, Steltman Pure Gem, Safari by Steltman, Steltman Diamond, Steltman Wedding, Steltman Lotus, and band ring collections Alexandra, SteltmanAmalia, Sophia and Catharina.

Products and services

• Steltman Collection Jewelry Handmade 18-carat white, yellow, or rose gold jewelry, often set with high-quality diamonds and colored gemstones, crafted in-house at the Steltman Atelier in The Hague. Includes patented sub-collections such as Steltman Gem, Steltman Pure Gem, Safari by Steltman, Steltman Diamond, Steltman Wedding, Steltman Lotus, and band ring collections Alexandra, Amalia, Sophia, and Catharina. Sold to luxury jewelry buyers.
• Custom Engagement and Wedding Rings Custom engagement and wedding rings newly crafted for each couple in the Steltman Atelier, available in 18-karat yellow, white, rose gold, and platinum, with traditional band or diamond-set designs. Steltman Diamond Collection rings feature a hidden ruby inside the band. Ordering requires in-store consultation; cannot be ordered online. Targeted at couples seeking bespoke bridal jewelry.
• Loose Diamonds Individual certified diamonds available for purchase, with over 51,000 stones offering selection by shape (round, princess, cushion, oval, pear), carat weight, color, clarity, and cut quality. Includes GIA and IGI certified natural and lab-grown diamonds. Targets customers building their own jewelry or selecting center stones for custom engagement rings.
• Pre-Owned Luxury Watches Pre-owned authenticated luxury watches sold via a dedicated platform (watch-site.nl), featuring Patek Philippe, Rolex, A. Lange & Söhne, Audemars Piguet, Breitling, Franck Muller, Hublot, IWC Schaffhausen, Jaeger-LeCoultre, and Omega. Targets collectors and buyers seeking authenticated pre-owned haute horlogerie.
• Pomellato Jewelry Authorized retail of Pomellato, the Italian luxury jewelry house founded in Milan in 1967, known for color-rich designs, rose gold, fine diamonds and colored gemstones. Collections include Iconica and Nudo. Sold to luxury jewelry consumers.
• Ole Lynggaard Copenhagen Jewelry Authorized retail of Ole Lynggaard Copenhagen, a Danish fine jewelry house founded in 1963 and purveyor to the Danish Royal Family. Handcrafted from 18-carat gold with brilliant-cut diamonds and rare gemstones. Family-run by Charlotte Lynggaard and Soren Lynggaard.
• Demeglio Jewelry Authorized retail of Demeglio jewelry, featuring innovative moving diamond jewelry based on centuries-old Turin goldsmithing technique, combining CAD design and modern machines with manual finishing and stone setting.
• Chopard Jewelry Authorized retail of Chopard fine jewelry collections. Steltman is one of the few dealers (besides Chopard's monobrand boutiques) authorized to represent both Chopard jewelry and watches.
• DoDo Jewelry Authorized retail of DoDo jewelry, an Italian brand founded in 1994 by Pomellato, inspired by the dodo of Mauritius and known for interchangeable charms and mix-and-match pieces in silver and gold.
• Mattioli Jewelry Authorized retail of Mattioli jewelry, an Italian brand known for colorful, joyful creations reflecting Italian lifestyle, featuring best-selling Puzzle and Tibet collections.
• Al Coro Jewelry Authorized retail of Al Coro jewelry, an Italian brand embodying Italian glamour and 'la dolce vita' lifestyle, combining feminine fashion-conscious design with traditional Italian goldsmithing.

Quantifiable outcome

• Pre-owned watch collection includes rare brands like A. Lange & Söhne, Audemars Piguet, Franck Muller, Hublot
• +1 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

Integration14 records

Feature13 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Patek PhilippecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Patek Philippe watches. Steltman is one of the select dealers allowed to represent this ultimate watch brand.
• CartiercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Cartier watches and jewelry.
• ChopardcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for both Chopard jewelry and watches. Steltman is one of the few dealers (apart from Chopard's monobrand boutiques) allowed to represent both the jewelry and the watches. Shared passion for classic car racing - Steltman has competed in Mille Miglia race sponsored by Chopard.
• IWC SchaffhausencoreChannel Partner/ Reseller/ DistributorAuthorized dealer for IWC Schaffhausen watches.
• Jaeger-LeCoultrecoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Jaeger-LeCoultre watches. Collaboration on Reverso Special 100 years released in 2017 with Mondrian painting.
• PomellatocoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Pomellato jewelry - Italian luxury jewelry brand founded in Milan in 1967.
• Ole Lynggaard CopenhagencoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Ole Lynggaard Copenhagen fine jewelry - Danish brand and purveyor to the Danish Royal Family.
• GrönefeldminorChannel Partner/ Reseller/ DistributorExclusive dealer in the Netherlands for Grönefeld men's watches - Dutch watch brand from Oldenzaal founded in 1912.
• Baume & MerciercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Baume & Mercier watches - Swiss watch house from Geneva since 1830.
• NomoscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Nomos watches - German luxury watch brand.
• Glashütte OriginalcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Glashütte Original watches - German luxury watch brand.
• PaneraicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Panerai watches.
• EbelminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Ebel Swiss watches since 2021. Brand complements Steltman's assortment.
• DoDocoreChannel Partner/ Reseller/ DistributorAuthorized dealer for DoDo jewelry - Italian brand founded in 1994 by Pomellato.
• QlockTwominorChannel Partner/ Reseller/ DistributorAuthorized dealer for QlockTwo - innovative word-based clocks and watches from Germany.
• Christiaan van der KlaauwminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Christiaan van der Klaauw watches - Dutch independent watchmaker.
• MattioliminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Mattioli jewelry - Italian brand by Licia Mattioli.
• DemegliominorChannel Partner/ Reseller/ DistributorAuthorized dealer for Demeglio jewelry - Italian brand known for moving diamond jewelry using Turin goldsmithing technique.
• ConcordiaminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Concordia bracelets - Italian brand from Le Marche region.
• De Parme DesignminorChannel Partner/ Reseller/ DistributorAuthorized dealer for De Parme Design jewelry - founded by HRH Princess Margarita de Bourbon de Parme.
• IsabelleFaminorChannel Partner/ Reseller/ DistributorAuthorized dealer for IsabelleFa jewelry - known for traditional artisanal chain making techniques.
• Mattia CielominorChannel Partner/ Reseller/ DistributorAuthorized dealer for Mattia Cielo jewelry - Italian luxury jewelry brand.
• Seaman ScheppsminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Seaman Schepps jewelry - American luxury jewelry brand.
• Al CorominorChannel Partner/ Reseller/ DistributorAuthorized dealer for Al Coro jewelry - Italian brand embodying 'la dolce vita' glamour.
• Mille Miglia RaceminorStrategic or Co-development PartnerSteltman participated in the Mille Miglia race (the classic car race where Chopard is world sponsor and official timekeeper). Steltman is a sponsor of SLS Classic rally.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Boodles: UK heritage fine jeweler founded in 1798 with in-house atelier, proprietary collections, and ultra-high-net-worth clientele. Comparable to Steltman as a multi-generational family-owned luxury jeweler with in-house craftsmanship.
• Schaap en Citroen: Long-established Dutch luxury jeweler with multiple retail locations and top-brand watch representations. Closely mirrors Steltman's combination of jewelry retail, watch dealership, and in-house service.
• Gassan Diamonds: Amsterdam-based luxury diamond and jewelry retailer with in-house manufacturing heritage and royal clientele. Comparable to Steltman as a Dutch heritage jeweler with proprietary collections and authorized-brand partnerships.
• Watchfinder & Co. Specialist pre-owned luxury watch retailer with strong authentication and global e-commerce. Direct overlap with Steltman's watch-site.nl in the authenticated pre-owned segment for brands like Patek Philippe, Rolex, and Audemars Piguet.

Emerging players

• Hodinkee: US-based luxury watch media and pre-owned retail platform. Adjacent to Steltman's pre-owned watch-site.nl in authenticated resale, though differentiated by digital-native model and editorial reach.

Broad incumbents

• Bucherer: Swiss luxury watch and jewelry retailer with global flagship network and authorized partnerships across top maisons. Comparable business model to Steltman's multi-brand authorized retail + proprietary collections, but at international scale.
• Christ Juweliers: Swiss/Dutch luxury jewelry and watch retail chain with multiple stores and broad top-brand representation. Comparable to Steltman in assortment and target customer, though at greater scale.
• Mappin & Webb: Established British luxury jeweler and watch retailer representing top brands. Overlaps with Steltman on multi-brand authorized retail and heritage positioning, though at larger scale and broader geographic reach.
• Goldsmiths: UK multi-brand luxury watch retailer (part of Watches of Switzerland Group). Overlaps with Steltman on authorized dealerships for brands like Omega and TAG Heuer at premium price points.
• Watches of Switzerland Group: Public multi-brand luxury watch specialist operating across UK, US, and Europe. Overlaps with Steltman as an authorized retailer for Patek Philippe, Rolex, Cartier, and IWC, but at vastly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SteltmanJewelry
• Instagraminstagram.com/steltmanjewelry_thehague
• Xx.com/steltmandenhaag

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Steltman