VEJRHØJ

What VEJRHØJ does

VEJRHØJ (legal entity Vejrhøj ApS, CVR 37243841) is an independent watch studio headquartered in Frederiksborggade 23, Copenhagen, Denmark, founded in 2013 by Janus Aarup. The company designs and sells direct-to-consumer timepieces that combine natural hardwoods (walnut, maple, cherry wood) with 316L surgical stainless steel, drawing on Japanese Miyota quartz (GL24, GL34, 2025) and NH35A automatic movements. Its core product portfolio comprises three collections: unisex 40mm wood-and-steel watches (e.g., The ROSE, BLACK & GOLD, BLUE & GOLD, Emerald), 40mm automatic watches (A01-A07 series with sapphire crystal and 41-42 hour power reserves), and 34mm Petite women's watches including the Petite Royal sub-collection, totaling 51 active SKUs. Every watch carries a quick-release interchangeable strap system compatible with separately sold leather and mesh bands ($45-$50).

The business operates as a pure-play DTC e-commerce brand on Shopify, shipping globally from Copenhagen via FedEx, DHL, and PostNord (Denmark). Standard quartz watches retail at $179-$250, automatic models at $350-$445, Petite women's watches at $150-$199, and straps at $45-$50; pricing is unit-based with no subscription. Localized storefronts serve Denmark, Japan (vejrhoj.jp), South Korea, and the global English market. Customer acquisition runs on a mix of organic social (Instagram, Twitter), email/newsletter, PR coverage in Scandinavian publications, and paid retargeting on Facebook and Google AdWords. The company reports 25,000+ customers and a 4.9/5 average rating across 517 reviews (95% five-star), and is self-described as an 'award winning Danish design' brand featuring the Element Collection's claimed 1.3mm thinnest wooden bezel protected by sapphire crystal.

The company is privately held and founder-owned with no disclosed institutional investors, funding rounds, or parent entities. Headcount is approximately 5, no revenue is publicly disclosed, and there are no subsidiaries, mergers, acquisitions, or leadership changes in the source material. All manufacturing appears to be outsourced, with the in-house function centered on design, brand, and DTC operations.

Name

VEJRHØJ

Legal name

Vejrhøj ApS

Website

https://vejrhoj.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

VEJRHØJ is an independent Copenhagen-based watch studio that designs and sells direct-to-consumer wood-and-steel timepieces across 51 SKUs, serving global consumers in Denmark, Japan, South Korea, and worldwide markets through localized Shopify storefronts.

Ownership category

akta.pro rank

Product category

Watches & Timepieces

NAICS

Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Independent/Microbrand Watches (CRAKADAH)

akta.pro secondary industries

Luxury Quartz Watches (CRAKADAB), Dress/Formal Watches (CRAKADAF), Watch & Timepiece Retail (CRAKAGAD)

Keywords

• Wooden watches
• Automatic watches
• Leather watch straps
• Nordic design timepieces
• Stainless steel watches

Headquarters

HQ city

Frederiksberg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Watch Sales: Primary revenue from direct sales of wood & steel watches to consumers. Watch prices range from $150-$445 for standard models, with automatic watches priced higher at $378-$445. One-time purchase model with no subscription.
2. Strap/Accessory Sales: Supplementary revenue from interchangeable straps (leather and mesh bands) priced at $45-$50. Quick release function enables easy add-on purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

VEJRHØJ designs, sources, and sells wood-and-stainless-steel watches directly to consumers through its Shopify e-commerce store. The core offering comprises three watch collections (unisex/men's 40mm quartz, women's 34mm Petite quartz, and 40mm automatic) plus a complementary line of quick-release leather and mesh straps sold separately. Customers worldwide receive the products shipped from Copenhagen via FedEx, DHL, and PostNord.

Product overview

VEJRHØJ is an independent Copenhagen-based watch studio offering wood and steel timepieces. The product portfolio centers on three watch collections: (1) Unisex/Men's watches (40mm) including The ROSE, The MAPLE, The NIGHT, BLACK & GOLD, BLUE & GOLD, and Emerald featuring natural hardwood dials (walnut, maple, cherry wood) combined with 316L stainless steel in various finishes (gunmetal, gold, rose gold); (2) Automatic watches (40mm) including A01, A03, A06, and A07 models with Japanese Miyota/NH35A mechanical movements offering power reserves of 41-42 hours and sapphire crystal; (3) Petite women's watches (34mm) comprising The ROSE, BLACK & GOLD, ARCTIC, SAKURA, The GOLD, Emerald, and the Royal sub-collection (Royal green, Royal rose, Royal black, Royal black rose, Royal blue, Royal gold, Royal silver). All watches feature interchangeable quick-release straps compatible with leather straps (black, brown, green, midnight blue) and mesh bands (silver, gold, gunmetal, rose gold, black) sold separately. The company also offers straps specifically designed for automatic models. VEJRHØJ's design philosophy combines Nordic minimalism with natural materials, positioning watches as 'analogue pieces of nature' with unique wood grains.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's/Unisex 40mm Quartz Watch Collection A 40mm unisex watch line including The ROSE, The MAPLE, The NIGHT, BLACK & GOLD, BLUE & GOLD, Emerald, and SAKURA models priced $179-$250, fusing natural hardwood with 316L stainless steel and using Miyota GL24 quartz movements with sapphire-coated mineral crystal. Designed for design-conscious consumers seeking everyday, formal, and gift-ready timepieces.
• Petite Women's 34mm Quartz Watch Collection A 34mm women's watch collection including Petite The ROSE, Petite BLACK & GOLD, Petite ARCTIC, Petite SAKURA, Petite The GOLD, Petite Emerald, and the Petite Royal sub-collection (green, rose, black, black rose, blue, gold, silver) priced $150-$250. Uses Miyota GL34, GL24, and 2025 quartz movements with 5 ATM water resistance, sapphire crystal, and quick-release straps for versatile styling.
• 40mm Automatic Watch Collection A 40mm automatic watch line including A01 (black), A03 (green), A06 (white, limited to 100 numbered pieces), and A07 (blue) priced $350-$445. Uses NH35A or Miyota 8215 mechanical movements with 21-24 jewels, 41-42 hour power reserves, sapphire crystal with anti-reflective coating, and see-through casebacks revealing the mechanical movement. Designed for watch enthusiasts seeking kinetic-powered mechanical watches with wood-and-steel aesthetics.
• NORDIC and ARCTIC Business Watch Collections The NORDIC collection (night with jet-black dyed takurimi wood; gold with natural walnut) and ARCTIC collection (white dial with bronze-colored case, available in leather strap, blue strap, and mesh band variants) priced $186-$250, designed for Scandinavian-inspired business and professional dress.

Quantifiable outcome

• 25,000+ happy customers with 4.9/5 star average rating
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature5 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store at vejrhoj.com. Shopify provides the infrastructure for product listings, shopping cart, checkout, and order management.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Vincero: Vincero is a US DTC microbrand watch and accessories company with comparable $200-$500 price range and direct-to-consumer Instagram-led marketing. Closely mirrors VEJRHØJ's go-to-market motion.
• Triwa: Triwa is a Stockholm-based independent watch brand with Scandinavian design, comparable $150-$400 price band, and a similar mix of wood, leather, and stainless steel. Closely aligned on design philosophy and target buyer.
• WoodWatch: WoodWatch is the most direct peer — a DTC wooden watch brand with very similar wood-and-steel product mix, global e-commerce footprint, and comparable $150-$300 price positioning. Both target the same Scandinavian-inspired design buyer.
• Bering: Bering is a Danish watch brand with minimalist Scandinavian design, slim stainless steel cases, and interchangeable straps in a similar accessible-luxury price tier. Geographic peer with comparable product format.
• Holzkern: Holzkern (Austria) makes natural-material watches combining wood, stone, and stainless steel via DTC e-commerce. Directly comparable on product philosophy (natural materials, modular straps, premium presentation).
• Nordgreen: Nordgreen is a Danish DTC watch microbrand with minimalist Scandinavian design, similar price tiers ($200-$350), and comparable e-commerce-only distribution model. Closest geographic and positioning peer.
• Original Grain: Original Grain is a US-based DTC watch brand specializing in wood-and-steel timepieces with a similar minimalist Scandinavian aesthetic and interchangeable leather/steel straps.

Broad incumbents

• Daniel Wellington: Daniel Wellington pioneered the Instagram-driven DTC watch category and operates at significantly larger scale with similar minimalist design language and interchangeable NATO/leather straps. Reference point for category ceiling.
• Skagen: Skagen (owned by Fossil) is a larger Danish watch brand famous for minimalist Scandinavian design at accessible price points. Broader incumbent benchmark for how VEJRHØJ's aesthetic positions at retail scale.
• Tissot: Tissot is a Swiss broad incumbent at the entry-luxury automatic price band where VEJRHØJ's $378-$445 NH35A automatic watches compete for upgrade buyers. Useful reference for the upper price ceiling of VEJRHØJ's automatic line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xtwitter.com/vejrhojdk
• Instagraminstagram.com/vejrhoj
• LinkedInlinkedin.com/company/vejrh%C3%B8j

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 VEJRHØJ