seconde/seconde/
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.
- Company typePrivate
- Founded-
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
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.
seconde/seconde/ firmographics
Firmographics- 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
seconde/seconde/ industry classification
Industry- 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
Where seconde/seconde/ is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
seconde/seconde/ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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
seconde/seconde/ product offering
Product offeringCore 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.
Companies that use seconde/seconde/
Customer profileSegments2 records
Ideal customer profiles2 records
seconde/seconde/ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
seconde/seconde/ partnerships and signals
Strategic signalPartnerships
35 partnerships are on record, tiered core and minor.
- Christopher WardcoreOngoing 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 WeilcoreCollaboration on Toccata Heritage model featuring seconde/seconde/'s artistic dial work.
- Bamford LondoncoreLong-standing collaboration producing multiple watches including Bad Form series and desk clock. Bamford specializes in custom watch modifications and collaborations.
- TimexcoreCollaboration on Loser model and other Timex x seconde/seconde/ watches. Multiple collaborative releases.
- SpinnakercoreMultiple collaborations including Fleuss 40mm and 50 Phantoms editions. Annual collaborative releases.
- YemaminorCollaboration on Yachtingraf watch model.
- CitizenminorCollaboration on Tsuyosa watch model featuring artistic dial work.
- PerreletminorCollaborative watch release.
- MAD ParisminorCollaboration on Royal Oak model.
- Echo/NeutraminorCollaboration on Rivanera watch model.
- ChronofixeminorAdditional collaborative watch release.
- UtinamminorCollaboration on Uncatchable clock model.
- AirainminorCollaboration on Type 20 watch model.
- Maen WatchesminorCollaboration on Manhattan Project watch model.
- About VintageminorCollaborative watch release.
- ChronofixeminorMultiple collaborative watch releases.
- Frédérique ConstantminorCollaborative Slimline Moonphase watch.
- BauseleminorCollaboration on Perspective watch model.
- Lima WatchesminorCollaboration on Meca Revolt model.
- Buci ParisminorCollaborative watch release.
- H. Nunc (DJ)minorCollaborative DJ spin product.
- Charles SimonminorCollaboration on watch roll accessory - Theo Watch Roll Charles Simon x seconde/seconde/.
- SqualeminorCollaborative watch release.
- Atelier WenminorCollaborative watch release.
- Furlan MarriminorCollaborative watch release.
- VulcainminorCollaborative watch release.
- Louis ErardminorMultiple collaborative watch releases.
- Isotope WatchesminorCollaborative watch release.
- Typsim WatchesminorCollaborative watch release.
- Lang WatchesminorCollaborative watch release.
- Sequent SmartwatchesminorCollaborative smartwatch release.
- Nivada GrenchenminorMultiple collaborative watch releases.
- Excelsior ParkminorCollaborative watch release.
- H. Moser & CieminorCollaborative watch release.
- Massena LabminorEarly collaborative partner.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
seconde/seconde/ competitors and assessment
Company assessmentDirect 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
seconde/seconde/ social profiles
Digital presenceseconde/seconde/ financial estimates
Financial estimateRevenue estimate
Valuation estimate
seconde/seconde/ leadership team
Management profileNumber of profiles
Profiles1 record
seconde/seconde/ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
seconde/seconde/ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about seconde/seconde/
What does seconde/seconde/ do?
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.
Is seconde/seconde/ a public or private company?
seconde/seconde/ is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was seconde/seconde/ founded?
seconde/seconde/ was founded in -1. It employs 1 to 10 people.
Where is seconde/seconde/ based?
seconde/seconde/ is headquartered in Paris, France, in the Europe region.
How does seconde/seconde/ make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are licensing and Royalty Income.
Who are seconde/seconde/'s main competitors?
Direct peers on record are Massena Lab, Kith, MAD Paris, Furlan Marri, Mr. Jones Watches, Undefeated, Studio Underd0g and Bamford London. Broad incumbents are Swatch Group and H. Moser & Cie..
Does seconde/seconde/ have an API?
No public API is recorded for seconde/seconde/.
What industry is seconde/seconde/ in?
seconde/seconde/'s product category is Watch Design & Horology Art. Its primary akta.pro industry code is CRAKADAH, Independent/Microbrand Watches, with a secondary code of CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel). Its NAICS code is 71151 and its SIC code is 3910.