What MING does

Horologer MING SA is a privately held independent Swiss watchmaker founded in 2017 by Ming Thein and headquartered at Avenue Léopold-Robert 75, La Chaux-de-Fonds, Switzerland. The company designs, sources and distributes limited-edition mechanical wristwatches priced roughly CHF 3,500-15,000+, drawing on third-party Swiss movements from Sellita, ETA, Schwarz-Etienne and Agenhor, complemented by proprietary dial, case and crystal technologies (Polar White lume, signature crystal inversion, FEMTOprint fused borosilicate, laser-milled titanium dials, Hyceram indices, and the 3D-printed Polymesh DMLS titanium bracelet developed with Sisma S.p.A. and ProMotion SA). As of mid-2025 the company has delivered more than 15,000 watches across 75+ references and three design languages to a base of 8,000+ collectors and has won two Grand Prix d'Horlogerie de Genève awards, including the Sports Watch Prize for the 37.09 Bluefin.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce at ming.watch with a curated authorised retail network of roughly a dozen independent watch boutiques across North America, Europe, the Middle East and Asia, supplemented by an aggressive trade-show and collector-event schedule. Revenue is generated almost exclusively through one-time watch sales and accessory sales (straps, bracelets, travel cases), with non-refundable deposits and pre-orders for limited editions (delivery lead times can extend to six months) and a stated policy of no discounting. Distribution is supported by third-party logistics (DHL Express, FedEx) and Checkout.com payment processing, while international fulfilment ships from Switzerland, Malaysia or partner hubs.

MING runs a small core team (11-50 employees) augmented by an external network of elite specialists including Joshua Shapiro (J.N. Shapiro) for case making and guilloché, Mathis Horlogerie for vintage movement restoration, TitAl SA for titanium finishing, and FEMTOprint for advanced dial fabrication. The company has no publicly disclosed external funding and is controlled by its founder and co-founders. Its 2024-2026 product roadmap emphasises an upward move in price points and craftsmanship (Project 21 tantalum souscription, 20.09 tourbillon, 20.01 Series 5 with AgenGraphe calibre, 37.06 Lightning guilloché) alongside broader geographic and event-led expansion.

Name

MING

Legal name

Horologer MING SA

Website

https://ming.watch

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Horologer MING SA is an independent Swiss watchmaker founded in 2017, designing and selling limited-edition mechanical wristwatches (CHF 3,500-15,000+) via DTC e-commerce, a curated global retailer network, and collector events, serving a base of 8,000+ enthusiasts across more than 75 references.

Ownership category

akta.pro rank

Product category

Luxury Mechanical Watches

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Jewelry, Precious Metal (3911)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industry

Complications & Haute Horlogerie (CRAKADAG)

Keywords

• Mechanical watches
• Luxury timepieces
• Independent watchmaking
• Swiss horology
• Limited edition watches

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Watch Sales: Direct-to-consumer sales of mechanical watches through owned e-commerce platform. Products sold at fixed prices in Swiss Francs (CHF). Pre-order model with deposits for limited editions; immediate purchase available for core collection items. Pricing from approximately CHF 3,500 to CHF 15,000+ for special projects.
2. Accessories and Straps: Sale of complementary products including straps (FKM rubber, Polymesh titanium), bracelets, and travel cases offering other expressions of MING design.
3. Retail Partner Distribution: Sales through authorised retail partners in North America, Europe, Middle East, and Asia enabling customers to experience watches in-person before purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels7 records

Core offering

Horologer MING SA designs, manufactures, and sells limited-edition mechanical wristwatches with proprietary design language, innovative materials (titanium, tantalum, sapphire, Gorilla Glass, borosilicate, 3D-printed titanium), and custom-modified Swiss movements (Sellita, ETA, Schwarz-Etienne, Agenhor, vintage Frederic Piguet). The portfolio spans core collections (37-series dress and dive watches, 17/22-series GMT watches, 20-series chronographs, 19.CR monopusher), limited special projects (Project 21, 57.04 Iris), and complementary accessories (Polymesh 3D-printed titanium bracelet-strap, FKM rubber straps, travel case), sold direct-to-consumer and through authorised retailers.

Product overview

Horologer MING is a Swiss watch company offering a portfolio of mechanical timepieces across core collections and special projects. The core collection includes the 37-series dress watches (37.02 Minimalist, 37.05 with moonphase, 37.09 Uni dive watch) and 17/22-series GMT watches. The 20-series chronographs feature movements from Agenhor. Special Projects include limited editions like Project 21 (ultra-thin Frederic Piguet movement) and 20.01 Series 5. Accessories include the innovative MING Polymesh, a world's-first 3D-printed titanium bracelet-strap hybrid, and FKM rubber straps. All watches use Swiss movements (Sellita, ETA, Schwarz-Etienne, Agenhor) with proprietary dial technologies and high-lume treatments.

Differentiator

Problem solved

Functional benefit

Products and services

• MING 37.09 Bluefin Core collection dive watch with 600m water resistance, internal rotating sapphire dial timer, and Sellita SW300.M1 movement offering approximately 50 hours of power reserve. Awarded the GPHG Sports Watch Prize and aimed at watch enthusiasts and collectors seeking a high-performance independent dive watch.
• MING 57.04 Iris Monopusher chronograph debuting MING's 5th-generation Art Deco design language; first destro (left-handed) configuration with custom Sellita SW562.M1 movement and a multiphasic colour-shift dial transitioning between turquoise, purple, and blue. Targeted at collectors interested in independent chronograph design.
• MING 20.01 Series 5 Special Projects chronograph featuring an industry-first laser-milled titanium dial with complex radial strakes and a two-tone blue CVD / silver matte-polished finish, paired with the Agenhor AgenGraphe Cal. 6361.M1 movement. Aimed at high-end collectors of independent chronographs.
• MING Project 21 — Souscription Special Projects ultra-thin watch featuring a vintage Frederic Piguet Cal. 21 movement (1.75mm thickness) restored and modified by Mathis Horlogerie, housed in a hand-finished tantalum case by J.N. Shapiro with a FEMTOprint fused borosilicate dial. Delivered to 10 collectors as a horological omakase.
• MING 37.02 Minimalist Core Collection minimalist dress watch in the 37-series architecture, priced at CHF 3,500 (effective 1 April 2026). Positioned as MING's entry-level core time-only watch for collectors.
• MING 37.09 Uni Core Collection diver watch in the 37-series platform, offering MING's dive-watch capability at a core-collection price point for enthusiast collectors.
• MING 37.11 Odyssey — Polymesh Core Collection Odyssey watch paired with the Polymesh 3D-printed titanium bracelet-strap hybrid, leveraging the DMLS technology developed with Sisma S.p.A. and ProMotion SA.
• MING Polymesh — Curved World-first 3D-printed Grade-5 titanium bracelet-strap hybrid using DMLS, with approximately 1,693 curved interconnected elements and tolerances as tight as 30 microns. Sold as a standalone accessory and as the bracelet fitted to the MING 37.11 Odyssey.
• MING Polymesh — Straight Straight-spring-bar variant of the 3D-printed Polymesh DMLS titanium bracelet-strap, designed to fit non-MING watches and broaden the accessory's appeal across watch collectors.
• MING FKM Rubber Racing Green FKM rubber watch strap in racing green, offered as a standalone MING accessory for owners of MING and compatible watches.
• MING 37.05 Hand-winding watch with a custom Sellita SW288.M1 movement offering approximately 40 hours of power reserve, plus date and moonphase complications. Part of MING's 37-series core collection for collectors who favour manually wound complications.
• MING 17.03 GMT GMT watch powered by a Sellita SW330-1 automatic movement, part of MING's 17-series travel watch line for collectors needing a second time zone.
• MING 17.09 GMT watch with a Sellita SW330-2 automatic movement and independent hour-hand setting, allowing the local time to be adjusted without stopping the watch. Aimed at frequent travellers and collectors of practical complications.
• MING 22.01 GMT watch with the custom Sellita SW330.M2 automatic movement, available in Kyoto and Gilt variants for collectors seeking differentiated dial finishes.
• MING 18.01 Diver watch with an ETA 2824-2 automatic movement and unidirectional rotating bezel, part of MING's dive watch family for enthusiast and entry-level collectors.
• MING 20.09 Tourbillon Tourbillon watch powered by the custom Schwarz-Etienne TSE.M1 automatic movement with approximately 72 hours of power reserve, positioned as MING's haute horlogerie tourbillon for high-end collectors.
• MING 19.CR Monopusher Monopusher chronograph using a vintage Venus 140 hand-winding movement with approximately 36 hours of power reserve, positioned as MING's vintage-inspired chronograph for collectors of historically motivated pieces.
• MING x J.N. Shapiro 37.06 Lightning Collaboration watch with J.N. Shapiro featuring handmade guilloché dials by Joshua Shapiro, heat-coloured by Ming Thein, with each dial unique. Targeted at collectors of artisan and one-off independent watchmaking.
• MING 29.06 Peepshow Upcoming MING watch featuring a disappearing dial design, intended as a novel core/special release for design-focused collectors.
• MING 57.04 Phoenix — FKM Strap FKM rubber strap version of the MING 57.04 watch, offering an alternative wearing configuration for owners of the Iris-based platform.
• MING 56.00 Starfield Special Projects MING watch positioned as a new high-end release within the brand's limited special projects line for collectors.
• MING 37.02 Monolith Special Projects MING 37.02 Monolith watch, part of MING's limited special projects line aimed at collectors of independent Swiss watches.
• MING 29.01 Midnight Core Collection MING 29.01 Midnight watch, part of the 29-series dress line for collectors of MING core timepieces.
• MING 37.02 Ghost Core Collection MING 37.02 Ghost watch, a variant within the 37.02 minimalist dress-watch platform for collectors seeking an alternative finish.
• MING 37.09 Uni Core Collection MING 37.09 Uni diver watch, part of the 37.09 platform that includes the GPHG-awarded Bluefin.
• MING 20.01 Series 3 MING 20.01 Series 3 chronograph, part of MING's ongoing 20.01 chronograph family using Agenhor-based movements and custom dial technology.
• MING 37.08 Starlight MING 37.08 Starlight core collection watch, part of the 37-series family for collectors of MING's standard line.
• MING LW.01 MING LW.01 core collection watch, an earlier MING reference positioned within the standard core line for collectors.

Quantifiable outcome

• 15,000+ watches delivered since founding in 2017
• +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

Integration4 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Sisma S.p.A.coreTechnology or Integration · 1 January 2025Italian partner for prototyping and manufacturing of the Polymesh 3D-printed titanium bracelet-strap hybrid using Direct Metal Laser Sintering (DMLS) technology.
• ProMotion SAcoreTechnology or Integration · 1 January 2025Swiss manufacturing partner for the Polymesh DMLS production process.
• TitAl SAcoreTechnology or IntegrationYverdon-les-Bains, Switzerland. Best known for Titalyt treatment (seen on F.P. Journe's Élégante cases). Partnered with MING for titanium treatment and finishing on Project 21 and other movements including colour-matched blue titanium components.
• Mathis HorlogeriecoreStrategic or Co-development PartnerLes Brenets, Switzerland. Specialists in vintage movement restoration. Partnered for extensive modifications to the Frederic Piguet Cal. 21 for Project 21 including new bridges and finishing.
• FEMTOprintcoreTechnology or IntegrationDial technology partner for Project 21 creating multilayered strake pattern constrained within fused borosilicate layer suspended over CVD coated brass plate.
• Joshua Shapiro / J.N. ShapirocoreStrategic or Co-development PartnerLos Angeles, California. Alternative Horological Alliance co-founder, watchmaker and machining specialist. Produced and finished the entire Project 21 case in tantalum with three contrasting finishes (mirror polish, fine circular brush, sandblasted flanks). Also collaborated on MING x J.N. Shapiro 37.06 Lightning featuring handmade guilloché dials.
• Jean Rousseau ParisminorChannel Partner/ Reseller/ DistributorStrap supplier for Project 21 providing calf leather straps.
• SellitacoreTechnology or IntegrationSwiss movement manufacturer partnership for unique configurations including Sellita for MING SW562.M1 (destro monopusher for 57.04 Iris), SW288.M1, SW330.M2, SW330-1, SW330-2, and SW300.M1 with custom anthracite skeletonized bridges and rotors.
• AgenhorcoreTechnology or IntegrationMovement partnership for AgenGraphe chronograph calibre (Cal. 6361.M1) with unique features including central chronograph core, proprietary backlash-free gears, instantaneous jumping minutes, and custom MING configuration with 5N rose gold coated bridges.
• Checkout.comminorOthersPayment processor handling Visa, MasterCard, American Express, and Apple Pay transactions.
• DHL Express / FedExminorOthersInsured express courier service for global shipments. Products shipped from Switzerland, Malaysia, or international fulfillment partners.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Baltic: French micro-brand producing accessible mechanical watches with strong vintage-inspired design language and direct-to-consumer sales. Comparable to MING's core collection in price band and online-led community model.
• Habring²: Austrian independent mechanical watchmaker known for hand-finished, limited production pieces with in-house modified movements. Comparable to MING in independent positioning, small-batch ethos, and collector-driven demand.
• Studio Underd0g: UK-based micro-brand offering playful, design-forward mechanical watches at entry-luxury prices with strong social media community engagement. Comparable to MING in independent, design-first, community-centric positioning.

Direct peers

• Christopher Ward: British direct-to-consumer mechanical watchmaker competing at overlapping accessible-luxury price points with strong community focus. Shares MING's online-led GTM and emphasis on value-engineered in-house or customised movements.
• H. Moser & Cie. Independent Swiss haute horlogerie producer known for minimalist design, innovative materials, and limited production. Closely aligned with MING's design-first philosophy and special-projects approach, though positioned at higher ASPs.
• NOMOS Glashütte: Independent German mechanical watchmaker with a strong design identity, comparable accessible-luxury price band, and direct-to-consumer plus authorised retailer model. Operates in a similar product and price space to MING's core collection.
• MB&F: Avant-garde independent Swiss 'manufacture' producing limited series, conceptual mechanical art. Similar scarcity-driven, collector-focused business model and design-led identity as MING, with a higher price ceiling.
• Laurent Ferrier: Highly regarded independent Swiss watchmaker with a focus on classical finishing, limited annual production, and GPHG recognition. Comparable to MING in independent positioning, scarcity model, and craft-led storytelling.

Broad incumbents

• Grand Seiko: Premium Japanese mechanical watchmaker with strong in-house movements, finishing focus, and global retail network. Competes with MING for collectors prioritising finishing, materials, and design purity in the CHF 3,000-15,000 band.
• Oris: Larger independent Swiss watchmaker with broad mechanical collections spanning divers, pilots, and chronographs at overlapping price points. Provides a useful reference for what a scaled-up independent mechanical brand looks like versus MING's boutique scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@horologerming
• Instagraminstagram.com/mingwatches
• Facebookfacebook.com/mingwatches
• LinkedInlinkedin.com/company/horologer-ming

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 MING