Favre Leuba

What Favre Leuba does

Favre Leuba is a Swiss luxury mechanical watchmaker, founded by Abraham Favre in 1737 in Le Locle and currently the second-oldest continuously operating Swiss watch brand. The company is privately held under Silvercity Brands AG, a Swiss holding company based in Grenchen, and operates with a lean core team of approximately 10 employees. Its product portfolio comprises five collections — Chief, Deep Raider, Sea Sky, 1737 Triple Calendar, and Harpoon — covering 61+ mechanical timepieces spanning sport chronographs, dive watches, aviation-inspired pieces, classical calendar complications, and haute horlogerie (including a first-ever tourbillon and first-ever skeletonized movement launched in 2025 in collaboration with master watchmaker Jean-François Mojon). Pricing ranges from approximately 1,800 CHF for entry dive models to 24,800 CHF for the limited Chief Tourbillon (25 pieces worldwide), with all watches featuring in-house or proprietary calibers including the patented FL251 ultra-flat movement.

The brand was effectively dormant following the 1980s quartz crisis and was publicly revived at Geneva Watch Days 2024 under Silvercity Brands AG. Go-to-market is multi-channel: direct-to-consumer e-commerce in multiple currencies (CHF, USD, EUR, INR, GBP), an appointment-only showroom in Grenchen, phone concierge sales, and a network of 96 authorized retail stores spanning 30+ countries across Europe, North America, Asia Pacific, and the Middle East. The brand also participates in Watches and Wonders Geneva and Geneva Watch Days exhibitions and maintains a community-led ambassador program featuring explorers and athletes (Pen Hadow, Satyarup Siddhanta, Sayuri Kinoshita, Nicolas Hojac) tied to a 'Conquering Frontiers' narrative.

Revenue is not publicly disclosed. The customer base is concentrated in affluent luxury watch collectors and horology enthusiasts, with no enterprise or institutional segments. The company leverages documented horological firsts (Bivouac barometer watch 1962, Bathy depth watch 1968) and 289 years of brand history as core intangible assets, while depending on external partnerships (notably Jean-François Mojon) for haute horlogerie development and a third-party retail network for geographic reach.

Name

Favre Leuba

Legal name

Silvercity Brands AG

Website

https://favreleuba.com

Company type

Private

Founded year

1737

Operating status

Operating

Headcount range

1–10 employees

Short description

Favre Leuba is a privately held Swiss mechanical watchmaker founded in 1737 and revived in 2024 under Silvercity Brands AG, selling five collections of luxury timepieces (1,800–24,800 CHF) directly online, via a Grenchen showroom, and through 96 authorized retailers globally to affluent collectors and horology enthusiasts.

Ownership category

akta.pro rank

Product category

Luxury Swiss Watches

NAICS

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

SIC

Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Complications & Haute Horlogerie (CRAKADAG), Sports/Dive/Aviation Tool Watches (CRAKADAE), Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK)

Keywords

• Swiss luxury watches
• Mechanical timepieces
• Haute horlogerie
• Diving chronographs
• Classical complications

Headquarters

HQ city

Grenchen

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watch Sales: Direct sales of high-end Swiss mechanical watches through e-commerce platform, authorized retailers, and brand boutiques. Products range from entry-level models around 1,800 CHF to haute horlogerie pieces reaching 24,800 CHF.
2. Accessories and Straps: Sales of watch straps, bracelets, and accessories for Favre Leuba timepieces across various collections.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Favre Leuba designs, manufactures, and sells Swiss-made mechanical luxury watches across five collections: Chief (sport watches with Date, Chronograph, Tourbillon, and Skeleton variants), Deep Raider (dive watches up to 300M water resistance), Sea Sky (aviation-inspired chronographs), 1737 Triple Calendar (classical complications), and Harpoon (faithful revival of 1966 original). The brand also sells compatible watch straps and accessories. Prices range from 1,800 CHF for entry-level dive watches to 24,800 CHF for the limited-edition Chief Tourbillon.

Product overview

Favre Leuba is a Swiss luxury watchmaker offering a portfolio of mechanical timepieces across multiple collections. The current lineup includes: Chief collection (with Tourbillon, Skeleton, Chronograph, and Date variants) revitalizing the iconic 1970s design; Deep Raider collection (including Day Date, Power Reserve, Revival, and Renaissance models) reviving the brand's diving heritage from 1964; Sea Sky Revival for aviation-inspired watches; 1737 Triple Calendar honoring the brand's founding year with classical complications; and Harpoon Revival as a faithful recreation of the 1966 original. The brand positions itself as the second-oldest Swiss watchmaking brand, founded in 1737, with recent milestones including its first-ever tourbillon (2025) and skeletonized timepiece (2025).

Differentiator

Problem solved

Functional benefit

Brands

• Harpoon: Diving watch collection first launched in 1966, revived at Watches and Wonders 2026 marking the 60th anniversary.
• 1737
• Chief
• Deep Raider
• Sea Sky

Products and services

• Chief Tourbillon Favre Leuba's first-ever tourbillon watch featuring the FLT01 caliber designed by Jean-François Mojon with Sablier dial. Limited to 25 pieces worldwide. Targeted at haute horlogerie collectors.
• Chief Skeleton Favre Leuba's first-ever skeletonized timepiece revealing internal mechanics through an open dial design. Targeted at collectors interested in horological craftsmanship.
• Chief Chronograph Sport chronograph watch revitalizing the iconic 1970s Chief design with contemporary elegance and automatic movement. Features chronograph function and tachymeter. Targeted at the modern urban man seeking heritage sport watches.
• Chief Date Date-display variant of the Chief collection blending vintage 1970s charm with contemporary elegance. Available in multiple dial colors including Royal Purple, Green, Ice Blue, and Mint Green. Targeted at the modern urban man.
• Deep Raider Day Date Dive watch with 30 ATM water resistance, 40mm steel case, and day-and-date display at 3 o'clock (English or German). Features gradient dial in four hues. Targeted at diving and sports watch enthusiasts.
• Deep Raider Power Reserve Dive watch inspired by the 1964 Deep Blue with dedicated power reserve display, combining vintage aesthetics with modern performance. Targeted at heritage dive watch collectors.
• Deep Raider Revival 60th-anniversary faithful reproduction of the 1964 Deep Blue dive watch, reviving the brand's diving heritage. Includes an Orange neo-vintage variant inspired by 1970s design codes.
• Deep Raider Renaissance Modern interpretation of the Deep Raider featuring unique dial materials including meteorite (Favre Leuba's first meteorite dial) and malachite, offering a different take on the brand's heritage. Priced 2,200-3,000 CHF.
• Sea Sky Revival Aviation-inspired watch tribute to original 70s design, combining functionality of a diver's watch with chronograph features including small seconds, tachymeter, and telemeter. Priced 3,950-4,250 CHF.
• 1737 Triple Calendar Classical complication watch honoring Favre Leuba's founding year (1737), blending triple calendar complications (day-date, moon phase, month) with contemporary design. Priced at 3,500 CHF.
• Harpoon Revival Faithful revival of the original 1966 Harpoon watch preserving distinctive proportions and dial design, with modern self-winding FLD04 caliber and 68-hour power reserve. 36.8mm case, 10mm profile, 5 ATM water resistance. Priced at 1,800 CHF.
• Watch Straps and Bracelets Compatible straps and bracelets for various Favre Leuba collections including Chief, Deep Raider, Sea Sky, and Harpoon watches.

Quantifiable outcome

• 289 years of continuous Swiss watchmaking heritage
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Jean-François MojoncoreStrategic or Co-development Partner · 1 January 2025Master watchmaker Jean-François Mojon designed the FLT01 tourbillon caliber for the Chief Tourbillon, Favre Leuba's first-ever tourbillon watch. This collaboration represents a significant technical milestone for the brand in haute horlogerie.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Oris: Independent Swiss mechanical watch brand (founded 1904) producing accessible luxury sport and dive watches, including the Aquis and Big Crown lines. Most directly comparable to Favre Leuba in price band (1,500-4,000 CHF) and in being an independent heritage brand.
• Jaeger-LeCoultre: Historic Swiss haute horlogerie maison offering mechanical watches with complications (tourbillons, perpetual calendars, dive watches) at similar price points to Favre Leuba. Jaeger-LeCoultre was even a sister company of Favre Leuba in 1969 via the SAPIC Group acquisition, making the two maisons historically and commercially intertwined.
• Breitling: Swiss watchmaker known for aviation and dive tool watches (Navitimer, Superocean) at similar price points to Favre Leuba's Sea Sky and Deep Raider lines. Direct overlap in target customer (aviation and dive enthusiasts) and product positioning.
• Zenith: Heritage Swiss watchmaker owned by LVMH producing mechanical chronographs and sport watches (El Primero, Defy) at comparable price tiers. Competes with Favre Leuba's Chief Chronograph and Sea Sky in the chronograph segment.
• Blancpain: One of the oldest Swiss watch brands (founded 1735) producing high-end mechanical watches including the iconic Fifty Fathoms dive watch — a direct analog to Favre Leuba's Deep Raider. Both compete in the heritage mechanical segment with sport-diver and classical complication models.
• Girard-Perregaux: Historic independent Swiss watchmaker (founded 1791) producing high-end mechanical watches with sport and complications portfolios. Comparable in heritage vintage, scale, and target customer to Favre Leuba's 289-year positioning.
• Chopard: Family-owned Swiss luxury watchmaker offering mechanical sports and haute horlogerie pieces (Alpine Eagle, L.U.C). Comparable to Favre Leuba as a privately held heritage maison with both sport and complications portfolios at similar price points.

Broad incumbents

• Breguet: Historic Swiss haute horlogerie brand (founded 1775) owned by Swatch Group, famous for the tourbillon invention. Comparable to Favre Leuba's heritage positioning and tourbillon capability (FLT01), though operating at a much higher price tier and with significantly more resources.
• IWC Schaffhausen: Richemont-owned Swiss watchmaker producing aviation-inspired (Pilot's), dive (Aquatimer), and classical (Portugieser) mechanical watches. Overlaps with Favre Leuba's Sea Sky aviation line and Deep Raider dive line, though at a larger scale and broader price range.

Emerging players

• Doxa: Revived heritage Swiss dive watch brand (founded 1889) recently re-launched with modern interpretations of its iconic orange-dial divers. Direct analog to Favre Leuba's Deep Raider Revival strategy and comparable price band (sub-5,000 CHF).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/favreleuba
• Facebookfacebook.com/favreleubaofficial
• Instagraminstagram.com/favreleuba
• LinkedInlinkedin.com/company/favreleuba

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 Favre Leuba