Union Suiza

What Union Suiza does

Unión Suiza is a privately held luxury jewelry and watch retailer founded in 1840 in Barcelona by Jaume Vendrell, currently operating under sixth-generation family stewardship with the seventh generation already involved. The legal entity, Unión Suiza, S.A., operates alongside the related Vendrell Joyero, S.L., and runs two flagship boutiques: a European flagship at Diagonal Avenue 482 in Barcelona and a second location on Gran Vía 26 in Madrid. The business sells a curated multi-brand portfolio spanning entry-luxury to haute horlogerie, including authorized retail partnerships with Patek Philippe, Omega, Jaeger-LeCoultre, Roger Dubuis, Panerai, Glashütte Original, Grand Seiko, Longines, and Tag Heuer, among others, alongside proprietary brands Kronos (own watch line since 1930), Unión Suiza jewelry, and Misui (contemporary high-jewelry line launched in 2015). Pricing spans from approximately €475 for entry Tissot watches to over €100,000 for haute horlogerie pieces like Roger Dubuis, with jewelry ranging from €850 to over €34,000.

Revenue is generated through one-time unit sales of jewelry and watches, supported by professional services including in-house watchmaker technical repair, a custom jewelry workshop, and a B2B corporate gifts program. A separate Time Heritage channel handles pre-owned and vintage watches. The go-to-market motion is sales-led and high-touch, relying primarily on relationship-driven flagship retail, complemented by an e-commerce platform (unionsuiza.com) shipping globally, by-appointment private viewings, exclusive brand events and galas, and an editorial Union Suiza Magazine. Customer segments are predominantly affluent Spanish individuals seeking engagement, wedding, and collection pieces, with a secondary corporate/institutional gifting segment. In 2024, the company appointed Daniel Rossinès as its first non-family CEO, was awarded the Best Business Model Award by Barcelona City Council, and celebrated its 185th anniversary with a high-profile gala at Llotja de Mar in Barcelona.

Name

Union Suiza

Legal name

Unión Suiza, S.A.

Website

https://unionsuiza.com

Company type

Private

Founded year

1840

Operating status

Operating

Headcount range

51–100 employees

Short description

Unión Suiza is a family-owned Spanish luxury jewelry and watch retailer founded in 1840, operating flagship boutiques in Barcelona and Madrid. It sells a curated portfolio of prestigious watch brands (Patek Philippe, Omega, Jaeger-LeCoultre), proprietary jewelry lines, and bespoke services to affluent clientele.

Ownership category

akta.pro rank

Product category

Luxury Jewelry and Watches

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

akta.pro secondary industries

Watch & Timepiece Retail (CRAKAGAD), Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM)

Keywords

• Luxury jewelry retail
• Fine watch dealership
• Haute horlogerie
• Engagement rings
• Bespoke jewelry

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Sales: Sale of fine jewelry including rings, earrings, pendants, necklaces, and bracelets under own brands (Unión Suiza, Misui) and third-party luxury brands (Marco Bicego, Recarlo, Gold & Roses). Products feature diamonds, gold, platinum, and precious stones at price points ranging from €850 to over €34,000.
2. Luxury Watch Sales: Sale of luxury watches from prestigious brands including Patek Philippe, Omega, Jaeger-LeCoultre, Roger Dubuis, Panerai, Glashütte Original, Grand Seiko, and others. Watch prices range from under €1,000 to over €100,000 for haute horlogerie pieces.
3. Watchmaker Technical Service: Technical service and repair of watches, maintaining customer relationships post-sale and generating service revenue.
4. Jewelry Workshop Services: Custom jewelry design and craftsmanship services, including bespoke creations and personalization.
5. Corporate Gifts: Personalized corporate gift solutions targeting B2B clients seeking exclusive luxury items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Unión Suiza is a family-owned luxury jeweler and watch retailer founded in 1840 in Barcelona, operating two flagship stores in Barcelona (Diagonal Avenue 482) and Madrid (Gran Via 26), plus an e-commerce platform. The company manufactures and sells its own fine jewelry collections (Unión Suiza, Misui) and the Kronos watch brand, while serving as an authorized retailer for prestigious third-party watch brands including Patek Philippe, Omega, Jaeger-LeCoultre, Roger Dubuis, Panerai, Glashütte Original, and Grand Seiko, among others. It also offers complementary services including watchmaker technical service, bespoke jewelry workshop, corporate gifting, and pre-owned vintage timepieces under the Time Heritage collection.

Product overview

Unión Suiza is a luxury jewelry and watch retailer founded in 1840 in Barcelona, operating as a family-owned business through seven generations of the Vendrell family. The company offers a curated portfolio of fine jewelry and prestigious watch brands across its physical boutiques in Barcelona (Diagonal Avenue and Via Augusta) and Madrid (Gran Via). The product portfolio spans multiple luxury watch brands including Patek Philippe, Omega, Jaeger-LeCoultre, Roger Dubuis, Panerai, Glashütte Original, Grand Seiko, Longines, Tag Heuer, and others, alongside house jewelry collections (Unión Suiza, Misui) and third-party brands (Marco Bicego, Recarlo, Gold & Roses). The company also provides complementary services including watchmaker technical service, jewelry workshop, diamond education, and corporate gifting solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Kronos: Own watch brand launched in 1930; a Swiss watchmaking brand established by the family with a factory in La Chaux-de-Fonds, Switzerland.
• Misui
• Time Heritage

Products and services

• Unión Suiza Jewelry Collection Own-label fine jewelry collection of rings, earrings, pendants, necklaces, and bracelets featuring diamonds, gold, platinum, and precious stones, targeted at affluent individuals seeking luxury pieces for personal collection, engagements, and special occasions.
• Misui High Jewelry Contemporary high-jewelry brand launched in 2015 by the sixth generation, offering modern aesthetic sensibility with responsible materials and signature designs.
• Kronos Watches Own watch brand launched in 1930, produced historically through a Swiss factory in La Chaux-de-Fonds; represents Unión Suiza's heritage in Swiss watchmaking.
• Prestigious Swiss Watch Brands Authorized retail of prestige Swiss and international watch brands including Patek Philippe, Omega, Jaeger-LeCoultre, Roger Dubuis, Panerai, Glashütte Original, Grand Seiko, Longines, Tag Heuer, Bell & Ross, Montblanc, Frédérique Constant, Baume & Mercier, Hamilton, Tissot, Seiko, and Garmin. Watch prices range from under €1,000 to over €100,000 for haute horlogerie pieces.
• Third-Party Fine Jewelry Brands Curated portfolio of third-party fine jewelry brands including Marco Bicego and Recarlo (Italian) and Gold & Roses (Spanish), combining traditional craftsmanship with contemporary design across rings, earrings, pendants, necklaces, and bracelets.
• Unión Suiza Bridal Collection Fine jewelry collection featuring timeless engagement rings and wedding bands priced from €1,200 to €29,800, designed for customers marking special life moments.
• Maó Collection Distinct jewelry collection inspired by Mediterranean architecture, featuring rings crafted from precious metals and gemstones, with earrings priced at €7,500.
• Time Heritage Pre-Owned Watches Pre-owned and vintage luxury timepieces offered under the Time Heritage sub-brand, targeting collectors and seasoned watch enthusiasts seeking authenticated vintage pieces.
• Watchmaker Technical Service Professional repair, maintenance, and technical service for luxury watches, generating post-sale service revenue and maintaining customer relationships.
• Jewelry Workshop Bespoke jewelry design and craftsmanship services using traditional high-jewelry techniques, enabling custom creations and personalization for individual clients.
• Corporate Gifts Program Personalized corporate gift solutions targeting businesses seeking exclusive luxury items for employee recognition, client appreciation, and institutional gifting occasions.
• Store Appointment Service Personalized by-appointment shopping service at the Barcelona and Madrid boutiques, providing tailored attention, private viewings, and bespoke consultations for high-value purchases.

Quantifiable outcome

• 185 years of continuous family operation demonstrates exceptional longevity and resilience
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered flagship, minor and core.

• Patek PhilippeflagshipChannel Partner/ Reseller/ DistributorUnión Suiza maintains an extraordinary nearly century-long parallel relationship with Patek Philippe, with both entities sharing the same age (1840 founding). The retailer hosts exclusive Patek Philippe events and is a premier authorized dealer. In 2025, a special Patek Philippe event was hosted for select clients at the Barcelona boutique, demonstrating the depth of this exclusive partnership.
• San Joan de Déu FoundationminorStrategic or Co-development PartnerUnión Suiza pledged to donate 10% of the sale price from its 185th Anniversary commemorative jewel 'Trilogy' to the San Joan de Déu foundation, supporting the charitable initiative launched during the anniversary celebrations.
• Pía Capdevila (Designer)coreStrategic or Co-development PartnerInterior designer Pía Capdevila was commissioned to create 'Trilogy,' the winning commemorative jewel for Unión Suiza's 185th anniversary. The piece was crafted by jeweler Adán Rafael Barbero and symbolizes the brand's legacy through three colors of gold representing past, present, and future.
• Lídia Masllorens (Artist)coreStrategic or Co-development PartnerCatalan artist Lídia Masllorens created 'Paths of Memory,' a commemorative necklace for Unión Suiza's 185th anniversary. The piece features white gold darkened with ruthenium and black diamonds, inspired by her acrylic painting techniques.
• Nandu Jubany (Chef)coreStrategic or Co-development PartnerMichelin-starred chef Nandu Jubany designed 'The Earth's Diamond,' a truffle-shaped commemorative ring for Unión Suiza's 185th anniversary, paying tribute to gastronomic excellence.
• Teresa Helbig (Fashion Designer)coreStrategic or Co-development PartnerBarcelona-based fashion designer Teresa Helbig created 'Mater,' a necklace featuring yellow and white gold flowers inspired by Union Suiza's architecture and Valenciennes lace, symbolizing roots and origin.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Wempe: German family-owned luxury watch and jewelry retailer founded 1878, operating flagship showrooms across Europe. Highly comparable in family heritage, multi-brand authorized-dealer model, in-house jewelry manufacture, and by-appointment service orientation.
• Goldsmiths: UK multi-brand luxury watch and jewelry retailer operating showrooms nationwide; part of the Watches of Switzerland Group. Comparable authorized-dealer portfolio and omnichannel approach, though at larger scale and publicly listed parent.
• Bucherer: Swiss family-founded (now owned by Rolex) multi-brand luxury watch and jewelry retailer with a European flagship store network. Closely comparable operating model to Unión Suiza: authorized dealer for leading Swiss maisons with flagship boutiques and an in-house jewelry line.
• The 1916 Company: US-based multi-brand luxury watch retailer (formerly Tourneau), with a strong certified pre-owned business. Comparable in authorized-dealer model plus pre-owned secondary-market activity similar to Unión Suiza's Time Heritage.
• Mayor Jewelers: US family-owned multi-brand luxury watch and jewelry retailer with locations across the southeastern United States. Comparable as a family-owned multi-brand authorized dealer with both fine jewelry and luxury watch offerings.
• Watches of Switzerland Group: Publicly listed multi-brand luxury watch retailer operating boutiques across the UK, US, and Europe. Most directly comparable to Unión Suiza in its model of authorized-dealer partnerships with Patek Philippe, Rolex, Omega, and other maisons, combined with branded jewelry.
• Grassy: Madrid-based Spanish luxury watch and jewelry retailer, family-founded in 1948, authorized dealer for prestigious Swiss brands. Most direct Spanish competitor to Unión Suiza in multi-brand luxury watch retail.

Broad incumbents

• Richemont: Swiss luxury group owning Cartier, IWC, Jaeger-LeCoultre, and other maisons distributed through authorized retailers including Unión Suiza. Relevant as a key supplier and potential competitor if Richemont deepens direct-to-consumer retail in Spain.
• LVMH Watches & Jewelry: Division of LVMH encompassing Bulgari, TAG Heuer, Hublot, Chaumet, and Fred. Comparable as a luxury conglomerate whose maisons are distributed by Unión Suiza, while also representing a structural risk as LVMH expands its own retail footprint.

Regional players

• Gómez & Molina: Spanish family-owned luxury watch retailer based in Murcia and Alicante, carrying brands like Rolex, Patek Philippe, and Omega. Comparable in family ownership and multi-brand authorized-dealer model, though primarily serving southeast Spain rather than Barcelona/Madrid.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/unionsuiza
• YouTubeyoutube.com/user/UnionSuiza1840
• Facebookfacebook.com/unionsuiza
• LinkedInes.linkedin.com/company/unionsuiza

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Union Suiza