Altherr

What Altherr does

Altherr is a German family-owned luxury watch and jewelry retailer founded in 1957 in Cologne by Josef Altherr. The business has operated continuously under family ownership, transitioning from founder Josef Altherr to his son Werner Altherr in 1983 and then to the Dreiling family in July 2018. It operates as an authorized concessionaire for more than 15 Swiss, Japanese, and connected-wear brands — including OMEGA, Cartier, IWC Schaffhausen, Breitling, TUDOR, Grand Seiko, Longines, Panerai, NOMOS Glashütte, Zenith, TAG Heuer, Certina, Oris, Tissot, Mido, and Garmin — spanning price points from approximately 500 EUR (entry-level Tissot, Certina) to over 50,000 EUR (high-end Cartier, Patek Philippe-adjacent pieces).

The core offering comprises three product lines: new luxury watches with full manufacturer warranty; Certified Pre-Owned (CPO) watches individually inspected, authenticated, and warranted by Altherr's own watchmakers; and sale watches (unworn discontinued or promotional models). Adjacent verticals include jewelry (rings including the private-label ALTHERR Manufaktur engagement line), a trade-in service (Inzahlungnahme) for upgrading timepieces, and content assets (ALTHERR Magazin, YouTube channel, newsletter program, Calibre Crashkurs watchmaking academy). The technology footprint is conventional: a Next.js e-commerce storefront on altherr.de, a mobile app, an online appointment booking system, and WhatsApp Business messaging. No proprietary technology platform, API, SDK, AI/ML capabilities, or third-party software integrations are described.

The go-to-market model is sales-led and hybrid physical/digital, anchored by three retail showrooms in Cologne (Neusser Strasse 541), Berlin (Oranienburger Strasse 9), and Hannover (Luisenstraße 5, Galerie Luise). Personalized in-store consultation with trained watch experts is the primary conversion mechanism, supported by e-commerce browsing, mobile app, online appointment booking, and email/newsletter programs. Revenue is generated through one-time retail transactions on new and CPO watches, jewelry, and trade-in valuation differentials. The customer base is exclusively B2C — individual luxury watch enthusiasts, collectors, milestone gift buyers, and value-conscious luxury shoppers — with no enterprise or B2B contracts. No revenue, headcount, or financial data is publicly disclosed.

Name

Altherr

Legal name

Altherr

Website

https://altherr.de

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Altherr is a German family-owned luxury watch and jewelry retailer founded in 1957, operating three retail showrooms in Cologne, Berlin, and Hannover as an authorized concessionaire for 15+ luxury brands, with adjacent Certified Pre-Owned, jewelry, and trade-in services.

Ownership category

akta.pro rank

Product category

Luxury Watch Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

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

akta.pro secondary industries

Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM), Jewelry, Watches & Luxury Omnichannel (CRAFAEAH), Luxury Department/Flagship & Multi-brand Boutiques (Jewelry/Watches) (CRAKAGAF)

Keywords

• Luxury watch retail
• Certified pre-owned watches
• Authorized watch dealer
• Fine jewelry retail
• Watch trade-in service

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Watch Sales: Retail sales of new luxury watches from authorized brands including OMEGA, Cartier, IWC Schaffhausen, Breitling, TUDOR, Grand Seiko, Longines, Panerai, and others. The company operates as an official concessionaire for these brands.
2. Certified Pre-Owned Watch Sales: Sales of authenticated and certified pre-owned luxury watches. Each CPO watch undergoes rigorous inspection by certified watchmakers, is cleaned, and comes with a one-year warranty. Leather straps are replaced as part of the certification process.
3. Sale Watches: Sales of unworn new watches at discounted prices, including discontinued collections and current models offered at promotional prices. All sale watches come with full manufacturer warranty.
4. Jewelry Sales: Sales of jewelry items including rings and other pieces. The company manufactures some jewelry under the ALTHERR Manufaktur label.
5. Trade-in Services (Inzahlungnahme): Customers can trade in their existing watches when purchasing a new timepiece. Experts provide transparent and objective valuations, offering fair prices to make purchasing a new dream watch easier.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Altherr is a multi-brand authorized luxury watch and jewelry retailer operating three physical showrooms in Cologne, Berlin, and Hannover, plus an e-commerce platform. The company sells new luxury watches from over 15 Swiss and Japanese brands (OMEGA, Cartier, IWC Schaffhausen, Breitling, TUDOR, Grand Seiko, Longines, Panerai, NOMOS Glashütte, and others), Certified Pre-Owned (CPO) authenticated pre-owned watches, discounted sale watches, and jewelry including in-house manufactured engagement rings under the ALTHERR Manufaktur label.

Product overview

ALTHERR is a German luxury watch and jewelry retailer founded in 1957, operating as a multi-brand authorized dealer and certified pre-owned specialist. The core offering consists of three product lines: new luxury watches from a curated portfolio of Swiss and Japanese brands (OMEGA, Breitling, TUDOR, IWC Schaffhausen, Cartier, Grand Seiko, Longines, Panerai, Nomos Glashütte, TAG Heuer, Zenith, Certina, Oris, Mido, Tissot, and others); Certified Pre-Owned (CPO) authenticated used watches; and a Sale section for discounted new watches. The business is anchored by its three physical stores in Köln, Berlin, and Hannover, supported by an e-commerce platform, a mobile app, a personal appointment booking service, watch trade-in (Inzahlungnahme), and an editorial magazine with video content. No AI capabilities, public API, or third-party software integrations are offered.

Differentiator

Problem solved

Functional benefit

Brands

• ALTHERR Manufaktur: House brand manufacturing engagement rings and jewelry under the ALTHERR label.

Products and services

• New Luxury Watches (Neue Uhren) Full-warranty new luxury and premium watches from brands including OMEGA, Breitling, TUDOR, IWC Schaffhausen, Cartier, Grand Seiko, Longines, Panerai, Nomos Glashütte, TAG Heuer, Zenith, Certina, Oris, Mido, Hamilton, Tissot, and Garmin, sold as an authorized dealer.
• Certified Pre-Owned (CPO) Watches Authenticated, certified pre-owned luxury watches inspected by certified watchmakers (movement function, water resistance, accuracy, exterior condition), cleaned, with leather strap replacement and a one-year warranty. Available across price tiers from under €2,000 to over €10,000.
• Sale Watches Discounted, unworn new watches including discontinued collections and current models offered at promotional prices, sold with full manufacturer warranty.
• Jewelry (Schmuck) Rings and other jewelry, including in-house manufactured engagement rings under the ALTHERR Manufaktur house brand (e.g., Amare Verlobungsring in 585 yellow gold with diamonds).
• Watch Trade-In Service (Inzahlungnahme) Service allowing customers to trade in their existing watch toward the purchase of a new watch, with transparent, objective expert valuation and a fair offer applied to the new purchase.

Quantifiable outcome

• Every CPO watch undergoes rigorous inspection including movement function, water resistance testing, accuracy testing, and exterior condition assessment
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• BreitlingcoreChannel Partner/ Reseller/ DistributorAltherr is an official concessionaire (authorized dealer) for Breitling watches in Germany. The partnership provides customers access to authentic Breitling timepieces including Navitimer, Superocean, Chronomat, Avenger, Premier, Top Time, and Classic Avi collections.
• CartiercoreChannel Partner/ Reseller/ DistributorAltherr is an official concessionaire for Cartier watches including Tank, Santos, Panthère, Baignoire, Ballon Bleu, and Fine Watchmaking collections.
• Grand SeikocoreChannel Partner/ Reseller/ DistributorOfficial dealer for Grand Seiko watches including Evolution 9, Heritage, Elegance, Sport, and Spring Drive collections.
• IWC SchaffhausencoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for IWC Schaffhausen including Pilot's Watches, Ingenieur, Portugieser, Aquatimer, and Portofino collections.
• LonginescoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Longines watches across all collections.
• NOMOS GlashüttecoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for NOMOS Glashütte watches including Tangente and other collections.
• OMEGAcoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for OMEGA watches including Speedmaster, Seamaster, and other collections.
• PaneraicoreChannel Partner/ Reseller/ DistributorOfficial dealer for Panerai watches including Luminor and Submersible collections.
• TUDORcoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for TUDOR watches including Black Bay and Royal collections.
• ZenithcoreChannel Partner/ Reseller/ DistributorOfficial dealer for Zenith watches.
• TAG HeuercoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for TAG Heuer watches including Monaco, Carrera, and Formula 1 collections.
• Union GlashütteminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Union Glashütte watches.
• CertinacoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for Certina watches including DS Action Diver, DS Action GMT, and DS Super PH series.
• OriscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Oris watches.
• TissotcoreChannel Partner/ Reseller/ DistributorOfficial concessionaire for Tissot watches.
• MidocoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Mido watches including Ocean Star and other collections.
• GarminminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Garmin smartwatches and fitness wearables.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Beyer Chronometrie: Family-owned Swiss luxury watch retailer based in Zurich with multi-brand authorized dealer status for top Swiss brands. Highly comparable in family heritage, multi-brand premium positioning, and personalized advisory service.
• The 1916 Company (formerly Tourneau / WatchBox): US-based luxury watch retailer and pre-owned platform combining multi-brand authorized dealerships with certified pre-owned inventory. Directly comparable in combining new luxury retail and authenticated CPO under one brand.
• Christ Juweliere und Uhrmacher: Germany's largest jewelry and watch retail chain. Direct competitor in the German market with overlapping watch brand offerings, though operating more mass-market positioning and broader accessibility versus Altherr's premium boutique model.
• Chrono24: Karlsruhe-headquartered global online luxury watch marketplace. German-based peer most relevant for the CPO/pre-owned segment, representing the digital-native competition Altherr's certified pre-owned program must address.
• Bucherer: Historic Swiss/European luxury watch retailer (now owned by Richemont following the 2023 acquisition) operating multi-brand showrooms across Europe. Closest peer in multi-brand premium positioning, brand portfolio breadth, and emphasis on certified pre-owned watches.
• Wempe: Family-owned German luxury watch and jewelry retailer with multiple showrooms across Germany and beyond. Most directly comparable peer—same country, multi-brand authorized dealer model, similar brand portfolio (Rolex, Cartier, IWC, OMEGA, Breitling, etc.), and family-business heritage.
• Watches of Switzerland Group: UK-listed leading luxury watch retailer operating showrooms across UK and US. Comparable multi-brand authorized dealer for Rolex, OMEGA, Cartier, Breitling, IWC, TAG Heuer, and TUDOR, with parallel omnichannel and pre-owned strategies.
• Watchfinder & Co. UK-based pre-owned luxury watch specialist (Richemont-owned) with authentication, warranty, and trade-in services. Direct peer in the certified pre-owned value proposition that Altherr's CPO program competes against.
• Goldsmiths: UK-based luxury watch and jewelry retailer, now part of Watches of Switzerland Group. Comparable multi-brand authorized dealer for premium watch brands across UK showrooms with parallel omnichannel operations.
• Betteridge: US multi-brand luxury watch and jewelry boutique group with showrooms in Aspen, Greenwich, New York, and Palm Beach. Comparable boutique-format multi-brand authorized dealer with luxury positioning and high-touch service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@altherr1957
• Instagraminstagram.com/altherr1957
• LinkedInlinkedin.com/company/altherr

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 Altherr