Senturion Key

What Senturion Key does

Senturion Key, trading under the legal entity Armour Surveillance Security Equipment and Technology Ltd (incorporated in England and Wales, 2013), manufactures and sells ultra-limited-edition luxury wristwear that doubles as a functional supercar key. The company operates two core product lines: the SW Senturion Watch, which integrates a Swiss mechanical movement with proprietary RFID circuitry enabling wireless lock/unlock of luxury vehicles, and the S177 Senturion Key, a wrist-worn supercar key with a micro-gear mechanism. Both lines synchronise with vehicles from nine supercar brands — Ferrari, Lamborghini, McLaren, Rolls Royce, Aston Martin, Bentley, Porsche, Bugatti, and Mercedes AMG.

The company's core technology is a patented system for transmitting RFID signals through solid precious metals (18k gold, titanium, carbon fibre) without signal degradation, an achievement the company states was previously deemed impossible. Each watch contains a custom obsidian nano-board with over 1,000 components, produced in-house to aerospace-grade precision tolerances and custom-programmed to the customer's vehicle using a spare key fob. Signature design elements include the #RedButton lock/unlock control and, on premium meteorite editions, Widmanstätten etch asteroid cores machined via underwater spark erosion and chemical etching. Each piece undergoes over 70 hours of production and inspection on a British assembly line.

Senturion sells directly to ultra-high-net-worth individuals through a flagship showroom at 8 Berkeley Square in Mayfair, London, a direct e-commerce site (senturion.world), and a phone/email concierge service. Distribution is supported by Lux Global Services Limited. Pricing is publicly listed and ranges from £12,200 (SW-T6 'Jungle') to £175,750 (SW-M1 solid gold-plated meteorite); SW editions are capped at 10 units globally, with prices rising per edition sold. A re-programming fee is charged when a customer changes supercar brand. Revenue is entirely one-time/perpetual license — no subscription. Brand ambassadors include Formula 1 World Champion Fernando Alonso and Olympic champion Usain Bolt.

Name

Senturion Key

Legal name

Armour Surveillance Security Equipment and Technology Ltd

Website

https://senturionkey.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Senturion Key designs and sells ultra-limited-edition luxury wristwear (SW Senturion Watch and S177 Senturion Key) integrating Swiss mechanical movement with patented RFID technology to wirelessly lock and unlock vehicles from nine supercar brands, sold directly to ultra-high-net-worth collectors.

Ownership category

akta.pro rank

Product category

Luxury Wristwear and Timepieces

NAICS

Jewelry and Silverware Manufacturing (33991)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK)

Keywords

• Luxury wristwear
• Supercar key watch
• RFID timepiece technology
• Limited edition watches
• Mechanical Swiss watches

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watch Sales (One-Time): Senturion generates revenue primarily through one-time sales of ultra-limited edition luxury watches (SW Series) and car keys (S177 Series). Each edition is limited to 10 units globally. Pricing ranges from £12,200 to £175,750. There is no subscription or recurring revenue model; customers pay the full price upfront. Price increases with each edition sold within a series.
2. Re-programming / Car Change Fee: When a customer changes their supercar brand, Senturion charges a fixed fee to re-program the existing Senturion watch or key to work with the new vehicle. This provides a secondary revenue stream from the existing customer base.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Senturion Key designs, manufactures and sells ultra-limited edition luxury wristwear (the SW Senturion Watch series and S177 Senturion Key series) that combine Swiss mechanical watch movements with patented RFID-through-precious-metal technology, allowing wearers to lock and unlock their supercars via an integrated obsidian nano-board activated by the signature #RedButton. Each piece is handcrafted in Britain, with materials including titanium, carbon fibre, 18k rose gold and meteorite, and is custom-programmed to the customer's specific vehicle(s) from brands such as Ferrari, Lamborghini, McLaren, Rolls Royce, Aston Martin, Bentley, Porsche, Bugatti and AMG.

Product overview

Senturion Key offers two core luxury product lines: the SW Senturion Watch series and the S177 Senturion Key. The SW series is a luxury timepiece combining Swiss mechanical movement with patented Senturion supercar sync technology (RFID transmission through precious metals), allowing lock/unlock control via a signature red button. The S177 series is a wrist-wear supercar key with a distinct micro-gear lock/unlock mechanism. Both product lines support synchronisation with multiple supercar brands including Ferrari, Lamborghini, McLaren, Rolls Royce, Aston Martin, Bentley, Porsche, Bugatti, and AMG. All pieces are ultra-limited editions (typically 10 per model), handcrafted in Britain with materials including titanium, carbon fibre, 18k rose gold, and meteorite. A Supercar Strap accessory extends supercar functionality to straps from £2,250.

Differentiator

Problem solved

Functional benefit

Products and services

• SW Senturion Watch Flagship luxury Swiss mechanical watch series combining a Swiss movement with patented Senturion RFID-through-metal technology and a custom obsidian nano-board, enabling wearers to lock and unlock their supercars via the signature #RedButton. Each piece is custom-programmed to the customer's vehicle(s), constructed in Britain using aerospace-grade electronics and materials including titanium, carbon fibre, 18k rose gold and meteorite.
• S177 Senturion Key Luxury wrist-wear piece with a distinct micro-gear lock/unlock mechanism unique to Senturion, enabling synchronisation with supercar brands. Built using the same patented RFID-through-precious-metals technology as the SW line and custom-programmed to the customer's vehicle(s).
• Supercar Strap Accessory strap that enables supercar lock/unlock functionality and is compatible with both the SW and S177 product lines, extending the patented Senturion supercar sync capability to non-Senturion watch cases.
• Supercar Re-Programming Service

Quantifiable outcome

• Each Senturion piece contains over 1000 components in a bespoke obsidian nano-board built to astronaut equipment precision standards
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Lux Global Services LimitedcoreChannel Partner/ Reseller/ DistributorLux Global Services Limited is Senturion's distributor, operating as a joint controller (with Senturion/Armour Surveillance Security Equipment and Technology Ltd) of customer personal information under GDPR Article 26. The distributor enables fulfilment of orders placed via the Senturion website, including processing and delivery of products. Based in the United Kingdom.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• DeWitt: Independent haute horlogerie brand with mechanical complications and limited-edition collector focus. Comparable niche-mechanical DNA and UHNW customer base, though no automotive-sync component.
• Urwerk: Independent Swiss maker producing avant-garde, ultra-limited mechanical watches for collectors. Comparable in extreme scarcity (often under 50 pieces per reference), statement-piece positioning, and design-forward collector appeal.
• Bovet 1822: Boutique Swiss luxury watchmaker producing highly decorated, ultra-limited collector pieces. Comparable in craftsmanship-led positioning, six-figure price ceiling, and bespoke/commissioned approach to UHNW collectors.

Broad incumbents

• TAG Heuer: Heritage Swiss watchmaker with strong motorsport and F1 ties. Comparable in automotive-luxury cross-marketing to supercar buyers, though at substantially lower ASPs and broader distribution.
• Bell & Ross: Luxury watch brand rooted in aviation/instrument design with limited-edition collector pieces. Comparable niche-mechanical positioning and brand storytelling approach, though lacking the supercar-key functionality.
• Hublot: Established luxury watch brand with deep Ferrari partnership and 'Art of Fusion' positioning around novel materials. Overlaps with Senturion in motorsport tie-ins and limited-edition drops, though at lower price points and far larger volumes.

Direct peers

• Jacob & Co. High-end luxury watch and jewelry maker with ultra-limited complications and celebrity-driven marketing. Comparable in price ceiling (six-figure watches), statement-piece positioning, and billionaire/UHNW customer profile.
• Richard Mille: Ultra-luxury Swiss watchmaker known for avant-garde materials, motorsport/F1 partnerships and six-figure price points. Most directly comparable to Senturion in combining exotic mechanical watchmaking with extreme scarcity and supercar-adjacent luxury positioning.
• Roger Dubuis: Luxury Swiss watchmaker with an official Lamborghini partnership producing supercar-themed Excalibur collections. Closest analogue to Senturion's supercar-synchronisation narrative at the intersection of haute horlogerie and exotic automotive culture.

Others

• Tesla (Digital Key / Phone Key ecosystem): OEM offering smartphone-as-key functionality that bypasses physical fobs. Represents the primary structural substitute for Senturion's wearable-as-key value proposition as more automakers ship digital key ecosystems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/senturion-key

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 Senturion Key