seconde/seconde/

What seconde/seconde/ does

seconde/seconde/ is a Paris-based horology artwork brand owned by Laiguilleur S.A.S. (French SAS, registered 2017-era under RCS Paris number 830 288 783), founded and led by CEO Romaric Andre. The company specializes in artistic modifications of vintage and contemporary watches — primarily dial artwork, second-hand designs, and creative watch-face interventions — executed by hand and machine. Rather than manufacturing its own watch movements, seconde/seconde/ licenses its artistic designs to established watch brands via co-branded limited-edition collaborations, with partner brands handling manufacturing and distribution.

The company's product portfolio comprises 35+ documented collaborations spanning 2020–2026, including accessible-tier releases (Timex Loser, Spinnaker Fleuss), mid-tier pieces (Christopher Ward Pool Diver, Yema Yachtingraf, Citizen Tsuyosa, Raymond Weil Toccata Heritage, Perrelet), and high-end modifications (H. Moser & Cie, MAD Paris Royal Oak). Beyond watches, the brand has extended into accessories (Charles Simon watch roll) and lifestyle products (Utinam Uncatchable clock, H. Nunc DJ spin). The core technology is the founder's distinctive artistic design language and horological knowledge, which constitutes the primary intellectual property of the firm.

Commercially, seconde/seconde/ operates a hybrid revenue model combining direct-to-consumer product sales through its own Shopify e-commerce storefront with licensing/royalty income from partner brand collaborations distributed globally through partner retail and e-commerce channels. The company does not accept custom commissions and keeps the team intentionally lean at 9 employees, indicating a brand-and-IP-licensing business rather than a scaled manufacturing operation. Marketing is concentrated on Instagram (@secondeseconde) and amplified through partner brands' own distribution channels.

Name

seconde/seconde/

Legal name

Laiguilleur S.A.S.

Website

https://seconde-seconde.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

seconde/seconde/ is a Paris-based horology artwork brand that licenses artistic watch dial and second-hand designs to 35+ established watch brands via co-branded limited editions, while selling select products directly through a Shopify storefront. Founded by Romaric Andre, it serves watch collectors seeking unique timepieces and brand partners seeking design differentiation.

Ownership category

akta.pro rank

Product category

Watch Design & Horology Art

NAICS

Independent Artists, Writers, and Performers (71151)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Independent/Microbrand Watches (CRAKADAH)

akta.pro secondary industry

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

Keywords

• Horology design studio
• Watch dial artwork
• Artistic watch modifications
• Watch brand collaborations
• Limited edition timepieces

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated from direct sales of watches and watch accessories through the company's Shopify e-commerce platform. Products include collaborative watches with partner brands and limited edition pieces.
2. Licensing and Royalty Income: Income from licensing seconde/seconde/'s artistic designs to watch brand partners who manufacture and sell collaborative timepieces under co-branded arrangements.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels2 records

Core offering

seconde/seconde/ is a horology artwork brand that creates artistic dial modifications, custom second-hand designs, and creative watch face interventions applied to vintage and contemporary timepieces. The brand licenses its artistic designs to established watch manufacturers (35+ partners including Christopher Ward, Timex, Bamford, Raymond Weil, Spinnaker, Yema, and Citizen) who produce and distribute limited-edition collaborative pieces. Direct sales of branded merchandise are also offered through the company's own Shopify storefront.

Product overview

seconde/seconde/ is a horology artwork brand that specializes in artistic modifications and customizations of watches and timepieces. The company operates through a portfolio of collaborative products with various watch brands and manufacturers, creating unique artistic timepieces that blend seconde/seconde/'s signature horology artwork interventions with established watch designs. The product portfolio includes collaborative dive watches (Christopher Ward Pool Diver, Spinnaker Fleuss), dress watches (Raymond Weil Toccata Heritage, Perrelet), sports watches (Yema Yachtingraf), desk clocks (Bamford), accessories (Charles Simon watch roll), and themed timepieces (DJ, Utinam Uncatchable). The company does not sell directly through its own shop but directs customers to partner brand websites for purchasing collaborative products.

Differentiator

Problem solved

Functional benefit

Products and services

• Christopher Ward x seconde/seconde/ Pool Diver Collaborative dive watch featuring seconde/seconde/'s signature horology artwork design elements on Christopher Ward's Pool Diver platform, sold through Christopher Ward's website.
• Bamford x seconde/seconde/ Desk Clock Limited edition desk clock combining Bamford London's design aesthetic with seconde/seconde/'s horology artwork style, sold through Bamford London.
• Timex x seconde/seconde/ Watches Collaborative timepiece line featuring Timex watches customized with seconde/seconde/'s horology artwork interventions, including the Loser model.
• Raymond Weil x seconde/seconde/ Toccata Heritage Collaborative classic watch combining Raymond Weil's Toccata Heritage design with seconde/seconde/'s artistic horology modifications, sold through Raymond Weil.
• Spinnaker x seconde/seconde/ Fleuss Dive watch collaboration featuring Spinnaker's Fleuss model with seconde/seconde/'s horology artwork modifications.
• Yema x seconde/seconde/ Yachtingraf Yachting-themed sports watch collaboration combining Yema's Yachtingraf design with seconde/seconde/'s horology artwork aesthetic.
• Perrelet x seconde/seconde/ Watch collaboration featuring Perrelet's timepiece design integrated with seconde/seconde/'s horology artwork modifications.
• Charles Simon x seconde/seconde/ Watch Roll Luxury watch roll accessory designed in collaboration between Charles Simon and seconde/seconde/, sold through Charles Simon.
• MAD Paris x seconde/seconde/ Royal Oak High-end Royal Oak modification featuring MAD Paris craftsmanship with seconde/seconde/'s horology artwork interventions, sold through MAD Paris.
• seconde/seconde/ DJ (H. Nunc collaboration) DJ-themed watch collaboration featuring seconde/seconde/'s horology artwork design on a watch modified for DJ aesthetics, sold through H. Nunc.
• Shopify Direct Storefront (own-brand merchandise) Own e-commerce platform powered by Shopify that sells seconde/seconde/-branded products directly to consumers worldwide.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

35 partnerships are on record, tiered core and minor.

• Christopher WardcoreStrategic or Co-development Partner · 1 January 2026Ongoing collaboration with Christopher Ward producing multiple collaborative watches including Pool Diver, Desk Diver, and The Twelve Snake. seconde/seconde/ provides artistic dial modifications and second hand designs.
• Raymond WeilcoreStrategic or Co-development Partner · 1 January 2025Collaboration on Toccata Heritage model featuring seconde/seconde/'s artistic dial work.
• Bamford LondoncoreStrategic or Co-development Partner · 1 January 2025Long-standing collaboration producing multiple watches including Bad Form series and desk clock. Bamford specializes in custom watch modifications and collaborations.
• TimexcoreStrategic or Co-development Partner · 1 January 2025Collaboration on Loser model and other Timex x seconde/seconde/ watches. Multiple collaborative releases.
• SpinnakercoreStrategic or Co-development Partner · 1 January 2025Multiple collaborations including Fleuss 40mm and 50 Phantoms editions. Annual collaborative releases.
• YemaminorStrategic or Co-development Partner · 1 January 2025Collaboration on Yachtingraf watch model.
• CitizenminorStrategic or Co-development Partner · 1 January 2025Collaboration on Tsuyosa watch model featuring artistic dial work.
• PerreletminorStrategic or Co-development Partner · 1 January 2025Collaborative watch release.
• MAD ParisminorStrategic or Co-development Partner · 1 January 2025Collaboration on Royal Oak model.
• Echo/NeutraminorStrategic or Co-development Partner · 1 January 2025Collaboration on Rivanera watch model.
• ChronofixeminorStrategic or Co-development Partner · 1 January 2025Additional collaborative watch release.
• UtinamminorStrategic or Co-development Partner · 1 January 2025Collaboration on Uncatchable clock model.
• AirainminorStrategic or Co-development Partner · 1 January 2024Collaboration on Type 20 watch model.
• Maen WatchesminorStrategic or Co-development Partner · 1 January 2024Collaboration on Manhattan Project watch model.
• About VintageminorStrategic or Co-development Partner · 1 January 2024Collaborative watch release.
• ChronofixeminorStrategic or Co-development Partner · 1 January 2024Multiple collaborative watch releases.
• Frédérique ConstantminorStrategic or Co-development Partner · 1 January 2024Collaborative Slimline Moonphase watch.
• BauseleminorStrategic or Co-development Partner · 1 January 2024Collaboration on Perspective watch model.
• Lima WatchesminorStrategic or Co-development Partner · 1 January 2024Collaboration on Meca Revolt model.
• Buci ParisminorStrategic or Co-development Partner · 1 January 2024Collaborative watch release.
• H. Nunc (DJ)minorStrategic or Co-development Partner · 1 January 2024Collaborative DJ spin product.
• Charles SimonminorStrategic or Co-development Partner · 1 January 2023Collaboration on watch roll accessory - Theo Watch Roll Charles Simon x seconde/seconde/.
• SqualeminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Atelier WenminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Furlan MarriminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• VulcainminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Louis ErardminorStrategic or Co-development Partner · 1 January 2023Multiple collaborative watch releases.
• Isotope WatchesminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Typsim WatchesminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Lang WatchesminorStrategic or Co-development Partner · 1 January 2023Collaborative watch release.
• Sequent SmartwatchesminorStrategic or Co-development Partner · 1 January 2023Collaborative smartwatch release.
• Nivada GrenchenminorStrategic or Co-development Partner · 1 January 2022Multiple collaborative watch releases.
• Excelsior ParkminorStrategic or Co-development Partner · 1 January 2022Collaborative watch release.
• H. Moser & CieminorStrategic or Co-development Partner · 1 January 2021Collaborative watch release.
• Massena LabminorStrategic or Co-development Partner · 1 January 2020Early collaborative partner.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Massena Lab: Massena Lab is an early collaborator of seconde/seconde/ and operates a similar model: design-driven limited editions with heritage watchmakers. Both act as creative studios that license concepts to manufacturing partners.
• Kith: Kith is a lifestyle brand that has produced high-profile watch collaborations (e.g., with TAG Heuer and Timex). It overlaps with seconde/seconde/'s positioning as a design-led brand partnering with watch manufacturers for limited drops.
• MAD Paris: MAD Paris specializes in high-end watch modifications (including Audemars Piguet Royal Oak customizations) and collaborates with seconde/seconde/. Both brands transform existing watches into artistic, often limited-edition pieces sold via DTC channels.
• Furlan Marri: Furlan Marri is a Geneva-based indie watch microbrand that runs its own collaboration program with designers and brands. It overlaps with seconde/seconde/ in artistic-dial positioning and the indie-collector go-to-market approach.
• Mr. Jones Watches: Mr. Jones Watches is an independent microbrand known for artistic, often whimsical dial designs sold DTC. It shares seconde/seconde/'s positioning as a small creative-led watch label targeting design-conscious collectors.
• Undefeated: Undefeated is a lifestyle/streetwear brand that runs watch collaborations with manufacturers like Timex and Seiko. It competes with seconde/seconde/ for limited-edition slots on partner brand lineups and shares the same collector audience.
• Studio Underd0g: Studio Underd0g is an independent microbrand producing playful, design-led mechanical watches. It competes in the same indie/art-watch segment as seconde/seconde/'s own Shopify storefront offerings.
• Bamford London: Bamford London is a custom watch modification specialist that runs its own collaboration program, including long-standing work with seconde/seconde/. Both brands license artistic designs to established watchmakers and operate modified/limited-edition product lines.

Broad incumbents

• Swatch Group: Swatch Group is the largest Swiss watch conglomerate and a broad incumbent that controls multiple manufacturing brands. It competes for collaboration slots and shelf space with seconde/seconde/'s partner brands (e.g., Longines, Tissot).
• H. Moser & Cie. H. Moser & Cie. is an independent luxury watch manufacturer that has partnered with seconde/seconde/. As a high-end incumbent, it illustrates the upper bound of the brand's collaboration network and sets a creative benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/secondeseconde
• LinkedInlinkedin.com/company/seconde-seconde

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 seconde/seconde/