Veleno

What Veleno does

Veleno is a Brazilian digital-native watch retailer that designs, sources, and sells automatic skeleton wristwatches directly to consumers through its e-commerce storefront at veleno.com.br. The company operates a 100% direct-to-consumer model with no physical retail presence, offering free shipping nationwide across Brazil and flexible payment terms including credit card installments up to 12x and bank slip, alongside a 5% first-purchase discount and a 7-day satisfaction guarantee.

The product line consists of approximately ten SKUs organized into three collections — Core, Architect, and Forge — priced uniformly at R$ 359 to R$ 379 (~$60-75 USD). Watches feature Japanese automatic movements (mechanical, powered by wrist motion), 316L surgical steel cases, sapphire crystal glass, and 3ATM water resistance. The signature design element is the skeleton dial exposing the mechanical movement, marketed with a heritage narrative referencing the 1760 André-Charles Caron skeleton watch created for King Louis XV. Products are sourced from international suppliers in Switzerland, Sweden, the United States, and China and shipped to Brazilian customers with 15-35 business day delivery windows. Operations are supported by multiple payment gateway integrations (Mercado Pago, PagSeguro, GETNET, APPMAX) and a core shipping partnership with Correios.

The company targets style-conscious Brazilian men and women seeking premium-feeling automatic watches at accessible price points, differentiating on materials and design rather than brand heritage. Marketing is concentrated in Instagram (@velenowatches) and YouTube (@VelenoWatches), supplemented by email newsletter campaigns and customer testimonial content. Veleno is privately held under Brazilian legal entity CNPJ 64.255.071/0001-18, with no disclosed venture capital or private equity investment, no public revenue or ARR figures, and an employee count in the 11-50 range.

Name

Veleno

Legal name

Veleno Watches - 64.255.071/0001-18

Website

https://veleno.com.br

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Veleno is a Brazilian digital-native watch brand that designs and sells automatic skeleton wristwatches directly to consumers through a nationwide e-commerce store, sourced from international suppliers and priced at R$ 359-379 targeting style-conscious Brazilian buyers.

Ownership category

akta.pro rank

Product category

Automatic Watches

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Watch & Timepiece Retail (CRAKAGAD)

akta.pro secondary industry

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

Keywords

• Automatic watches
• Skeleton watches
• Mechanical timepieces
• Direct-to-consumer watches
• Online watch retailer

Headquarters

HQ city

Visconde De Imbé

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct E-commerce Watch Sales: Veleno generates revenue through direct-to-consumer sales of automatic watches via their Shopify e-commerce platform. Products are imported from international suppliers and sold to Brazilian consumers with price points ranging from R$ 359 to R$ 379 (approximately $60-75 USD). Payment options include credit cards (up to 12x installments) and bank slip.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Veleno designs, brands, and sells automatic skeleton wristwatches through its Brazilian e-commerce store (veleno.com.br). The portfolio spans ten watch models across three collections—Core Collection, Architect Collection, and Forge Collection—each featuring Japanese automatic movement, 316L stainless steel cases, sapphire crystal glass, and skeleton/exposed-mechanism aesthetics. Products are sourced from international suppliers (Switzerland, Sweden, USA, China) and sold direct-to-consumer with nationwide free shipping and installment payment options.

Product overview

Veleno is a Brazilian digital-native watch retailer offering a portfolio of automatic skeleton watches across three collections: Core Collection (Aeris, Noctis, Aurum), Architect Collection (Argent, Obsidian, Imperium), and Forge Collection (Titan, Obsidian Forge, Aurion, Rossium). The watches feature Japanese automatic movements, stainless steel 316L cases, sapphire glass, and 3ATM water resistance. Products are sourced from international suppliers (Switzerland, Sweden, USA, China) and sold directly to consumers via e-commerce with a 30-day warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• Veleno Aeris Silver Veleno Aeris Silver is an automatic mechanical wristwatch from the Core Collection with a silver dial and stainless steel strap, featuring mechanical movement with visible gears and elegant modern styling. Targeted at style-conscious Brazilian consumers seeking differentiated skeleton-design watches at accessible price points. Priced at R$ 379,00 (3x de R$ 126,33 sem juros).
• Veleno Noctis Black Veleno Noctis Black is an automatic mechanical wristwatch from the Core Collection with a black dial and leather strap, featuring a black case with elegant sophisticated styling. Targeted at style-conscious Brazilian consumers. Priced at R$ 379,00 (3x de R$ 126,33 sem juros).
• Veleno Aurum Gold Veleno Aurum Gold is an automatic mechanical wristwatch from the Core Collection with a gold dial and leather strap, showcasing elegant golden details and refined craftsmanship. Targeted at style-conscious Brazilian consumers. Priced at R$ 379,00.
• Veleno Argent Silver Veleno Argent Silver is an automatic mechanical wristwatch from the Architect Collection with a silver dial and stainless steel strap, featuring elegant silver details. Targeted at style-conscious Brazilian consumers.
• Veleno Obsidian Black Veleno Obsidian Black is an automatic mechanical wristwatch from the Architect Collection with a black dial and black stainless steel or leather strap, featuring an all-black design. Targeted at style-conscious Brazilian consumers.
• Veleno Imperium Gold Veleno Imperium Gold is an automatic mechanical wristwatch from the Architect Collection with a gold case and dial, refined leather or metal strap, featuring sophisticated elegant design. Targeted at style-conscious Brazilian consumers.
• Veleno Titan Silver Veleno Titan Silver is an automatic mechanical wristwatch from the Forge Collection with a silver dial and stainless steel strap, featuring elegant modern analog design. Priced at R$ 359,00 (3x de R$ 119,66 sem juros). Targeted at style-conscious Brazilian consumers.
• Veleno Obsidian Forge Black Veleno Obsidian Forge Black is an automatic mechanical wristwatch from the Forge Collection with a black dial, dark steel or leather strap options, and modern elegant styling. Targeted at style-conscious Brazilian consumers.
• Veleno Aurion Gold Veleno Aurion Gold is a skeleton automatic wristwatch from the Forge Collection with a gold case, black dial, and transparent caseback showcasing the Japanese automatic movement mechanism. Targeted at style-conscious Brazilian consumers.
• Veleno Rossium Rose Gold Veleno Rossium Rose Gold is a skeleton automatic wristwatch from the Forge Collection with a rose gold case, black dial with gold details, and transparent caseback displaying the mechanical movement. Targeted at style-conscious Brazilian consumers.

Quantifiable outcome

• 30-day warranty coverage for manufacturing defects
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Correios (Brazilian Postal Service)coreChannel Partner/ Reseller/ DistributorPrimary shipping and delivery partner. Products shipped via Correios or other carriers with tracking code provided. Up to three delivery attempts made; if unsuccessful, package held at nearest agency for 7 days.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Nixon: California-based fashion and lifestyle watch brand selling affordable watches across multiple SKUs through DTC and select retail — competes in the same accessible fashion-watch segment as Veleno.
• Vincero: Direct-to-consumer automatic and quartz watch brand focused on accessible-luxury minimalist design, often sold via Shopify with installment payment options — overlapping customer and category with Veleno.
• Daniel Wellington: Global DTC fashion watch brand built on minimalist design and Instagram-driven marketing — directly comparable in business model (online-only, design-led, mid-$100 price band) though at a higher tier than Veleno.
• MVMT: Digital-native affordable fashion watch brand that pioneered online DTC watch sales with minimalist design at accessible price points — the closest analogue to Veleno's model and positioning.
• Invicta: Affordable watch brand with broad catalog spanning quartz and automatic mechanical watches — directly comparable product positioning to Veleno in the affordable-watch segment, though with significantly larger scale and global distribution.

Broad incumbents

• Seiko: Japanese watch incumbent with mechanical/automatic expertise — directly comparable to Veleno's Japanese-movement proposition at the supplier level but operating globally across multiple price tiers including luxury.
• Fossil Group: US-based watch conglomerate owning multiple fashion watch brands — a broad incumbent competing in the same fashion-accessible-watch segment as Veleno with substantially larger scale and distribution.
• Casio: Global watch and electronics incumbent with strong brand recognition across Brazil and LATAM — competes broadly with Veleno for affordable-watch share but operates across multiple product categories and price tiers.

Regional players

• Mormaii: Brazilian lifestyle and watch brand targeting similar style-conscious Brazilian consumers — comparable as a domestic competitor with established brand awareness, though with a broader lifestyle/sports positioning.
• Technos: Heritage Brazilian watch brand with deep domestic retail presence — directly comparable as a Brazilian-market watch seller but distributed through traditional retail rather than DTC e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@VelenoWatches
• Instagraminstagram.com/velenowatches
• LinkedInlinkedin.com/company/veleno

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 Veleno