HORAGE

What HORAGE does

HORAGE SA is a Swiss independent watchmaker founded in 2007 and headquartered in Biel/Bienne, Switzerland. The company designs and manufactures its own mechanical watch movements (K1, K2, K3, K-TOU, K-TMR), assembles finished timepieces and operates a direct-to-consumer commercial model. Movements exceed 98% Swiss value against the 60% statutory Swiss Made threshold, with approximately 98% of parts sourced within a 30km radius of Biel; technical differentiators include silicon escapement components, micro-rotor architectures and a user-adaptable accuracy system called MicroReg. The in-house engineering and assembly function is staffed by personnel with prior experience at Omega, Vaucher, Eterna, Richemont and La Joux-Perret, and calibres are positioned at COSC-level accuracy.

The company sells through its own online shop (shop.horage.com), supplemented by concierge locations worldwide and a small authorized retailer network including Ming Watch Channel (Hong Kong), Red Army Watches (Singapore), The Limited Edition UK and James Porter & Son (United Kingdom). Pricing is quote-based rather than publicly disclosed; aftermarket service and repair revenue is generated at fixed prices through the Biel facility (K1: 390 CHF, K2: 450 CHF, K-TOU: 490 CHF, K-TMR: 590 CHF). HORAGE covers import duties and shipping for major markets including the EU, UK, USA, Canada, UAE, Japan, Hong Kong and Singapore, and ships to 15+ countries globally.

The product portfolio spans entry-level automatics to high-end tourbillon complications. Recent launches include the Yi diamond watch (2023) using CVD lab-grown diamonds developed through a partnership with the University of Duisburg-Essen, and the Relik Tourbillon GMT Aeon Plasma (2026, limited to 28 pieces). The company holds a U.S. patent on a proprietary omnichannel retail software system built by an in-house 10+ person software team and deployed through a BrandCloud-enabled authorized retailer network, targeting luxury watch enthusiasts and collectors seeking technical substance over heritage branding.

Name

HORAGE

Legal name

Horage SA

Website

https://horage.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

HORAGE SA is a Swiss independent watchmaker founded in 2007 that designs and manufactures proprietary mechanical watch movements (K1, K2, K3, K-TOU, K-TMR) and finished timepieces, selling directly to consumers worldwide with concierge support and a small authorized retailer network.

Ownership category

akta.pro rank

Product category

Luxury Mechanical Watches

NAICS

Other Measuring and Controlling Device Manufacturing (334519)

SIC

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

akta.pro primary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

akta.pro secondary industries

Luxury Mechanical Watches (CRAKADAA), Complications & Haute Horlogerie (CRAKADAG), Watch Battery, Strap/Bracelet & Crystal Service (CRAKALAF), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Swiss mechanical watches
• Luxury timepieces
• Tourbillon movements
• Micro-rotor calibres
• Swiss watchmaking

Headquarters

HQ city

Biel

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watch Sales: One-time purchase model for high-end Swiss mechanical watches ranging from entry-level to tourbillon complications. No subscription recurring revenue. Split payment option available (half now, half later).
2. Service and Repair: Movement servicing and repair offered through their Biel, Switzerland facility. Service pricing based on movement type: K1 (390 CHF), K2 (450 CHF), K-TOU (490 CHF), K-TMR (590 CHF).
3. Pre-Order Customized Watches: Pre-order watches are individually configured and made to order, with no returns after 14 days from order placement.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

HORAGE designs, engineers, and sells Swiss-made mechanical wristwatches built around proprietary in-house calibres (K1, K2, K-TOU, K-TMR) featuring silicon escapement components and the MicroReg user-controlled accuracy system. Its catalog spans entry-level automatics, micro-rotor and GMT models, high-end tourbillons (including the Relik premium line), the Yi CVD-lab-grown diamond watch, and the user-configurable Cosmo Cage Jewellery collection. The company operates a direct-to-consumer model through its own e-commerce shop and global concierge locations, supplemented by authorized retailers using its proprietary omnichannel BrandCloud app.

Product overview

HORAGE is a Swiss independent watchmaker offering a portfolio of mechanical watches ranging from entry-level automatic to high-end tourbillon complications. The product line includes multiple collections: Relik (premium tourbillon pieces), Autark (tourbillon and micro-rotor watches), Lensman (titanium sports watches), Supersede (GMT and date models), Decaflux, Molokini, Solar Wind, and Yi (diamond watches). All timepieces feature proprietary movements (K1, K2, K-TOU, K-TMR calibres) designed and engineered in-house with movements exceeding 98% Swiss value. The company operates on a direct-to-consumer model with concierge services worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Autark: Tourbillon and micro-rotor watch collection featuring the K-TMR calibre
• Decaflux
• Lensman
• Molokini
• Omnium
• Revolution
• Relik
• Supersede
• Solar Wind
• Tourbillon 2
• Yi

Products and services

• Relik Tourbillon GMT Aeon Plasma High-end tourbillon GMT wristwatch with an Onyx dial, 10 baguette diamond appliques, platinum case, silicon escape wheel, LIGA tech geartrain, and K-TMR micro-rotor tourbillon movement; limited to 28 pieces for collectors seeking exclusive complications.
• Tourbillon 3 Skeleton Relik Skeletonized tourbillon wristwatch in the Relik collection with exposed movement architecture for collectors who want to see the proprietary calibre.
• Revolution 3 MicroReg (Founders Edition) Founders Edition wristwatch featuring the proprietary MicroReg technology that shifts accuracy control from the watchmaker to the user.
• Autark Tourbillon Tourbillon wristwatch featuring the proprietary K-TMR calibre at 3.6mm thickness, with full non-magnetic silicon escapement, optimized micro-rotor weight, and a 72-hour power reserve goal.
• Autark K2 Small Second Titanium wristwatch with the K2 micro-rotor movement and a small-seconds complication.
• Decaflux Wristwatch featuring proprietary movement technology with advanced gear train geometries.
• Lensman 1.1 First edition in the Lensman 1 series wristwatch collection.
• Lensman 1.2 Third-edition Lensman 1 series wristwatch with updated specifications and design.
• Lensman 2 Lensman collection wristwatch with titanium construction.
• Lensman 2 Global Lensman collection wristwatch with global specifications and a 37mm titanium case.
• Molokini Distinctive-design wristwatch model in the HORAGE collection.
• Omnium K2 37mm wristwatch featuring the thinnest K2 micro-rotor movement in the HORAGE lineup.
• Supersede Date Date-display wristwatch in the Supersede collection.
• Supersede GMT G2 Second-generation GMT wristwatch in the Supersede collection.
• Supersede Dual Time Dual time-zone wristwatch in the Supersede collection.
• Supersede GMT GMT wristwatch in the Supersede collection, currently offered on promotion.
• Solar Wind Solar-themed design wristwatch model in the HORAGE collection.
• Tourbillon 2 Second-generation HORAGE tourbillon wristwatch featuring the K-TOU calibre, combining past heritage cues with forward-looking design philosophy.
• Yi Diamond Watch Diamond-set wristwatch featuring 100 CVD lab-grown diamonds (over 46 carats of raw CVD diamond material) on the case, hands, and strap, inspired by the Yi Ching Book of Changes and offered to buyers who value verifiable, lower-environmental-impact gemstones.
• Tourbillon 2 Skeleton Skeletonized version of the Tourbillon 2 with exposed movement architecture.
• Autark Tourbillon GMT GMT variant of the Autark Tourbillon combining a tourbillon complication with dual time-zone functionality.
• K-TMR Micro-Rotor Tourbillon Calibre Proprietary micro-rotor tourbillon calibre at 3.6mm thickness, with full non-magnetic silicon escapement and optimized micro-rotor weight, engineered for 72-hour power reserve and high efficiency; service price 590 CHF (plus 120 CHF shipping surcharge outside Switzerland).
• K2 Micro-Rotor Calibre Proprietary HORAGE micro-rotor movement with advanced gear train geometries and high Swiss value content; service price 450 CHF.
• K1 Automatic Calibre Entry-level proprietary HORAGE automatic movement with high Swiss value content; service price 390 CHF.
• K-TOU Tourbillon Calibre Proprietary HORAGE tourbillon movement with silicon components; service price 490 CHF.
• Cosmo Cage Jewellery Collection User-configurable jewellery collection combining lab-grown diamonds with natural stone materials, extending the HORAGE platform beyond wristwatches.
• HORAGE Movement Servicing and Repair Movement servicing and repair service delivered through HORAGE's Biel/Bienne, Switzerland facility and a global network of HORAGE-trained authorized service providers. Includes full movement disassembly, cleaning, lubrication, reassembly, and quality control. Tiered by movement: K1 390 CHF, K2 450 CHF, K-TOU 490 CHF, K-TMR 590 CHF (plus 120 CHF shipping surcharge outside Switzerland).

Quantifiable outcome

• Movements exceed 98% Swiss value (vs 60% required for Swiss Made designation)
• +3 more outcomes

Named customers3 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

Three partnerships are on record, tiered minor.

• Ming Watch ChannelminorChannel Partner/ Reseller/ DistributorAuthorized HORAGE retailer in Hong Kong, selling products through BrandCloud retail app.
• Red Army WatchesminorChannel Partner/ Reseller/ DistributorAuthorized HORAGE retailer in Singapore, selling products through BrandCloud retail app.
• The Limited Edition UK and James Porter & SonminorChannel Partner/ Reseller/ DistributorAuthorized HORAGE retailers in the United Kingdom, selling products through BrandCloud retail app.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• MB&F: Independent Swiss haute horlogerie brand creating limited-edition mechanical art watches. Closely comparable to HORAGE's Autark and Relik collections in terms of niche positioning, limited production, and technical-first philosophy.
• Oris: Independent Swiss watchmaker with in-house movements and D2C positioning. Comparable to HORAGE as a privately-held, vertically-integrated alternative to Swatch Group brands, though at larger scale.
• Bremont: Independent watchmaker with in-house manufactured mechanical movements and D2C/online-first distribution. Comparable to HORAGE in being a challenger brand with proprietary calibres targeting substance-over-status buyers.
• H. Moser & Cie. Independent Swiss haute horlogerie with in-house movements and minimalist design philosophy. Comparable to HORAGE on independent positioning, proprietary movement manufacturing, and emphasis on engineering over marketing.
• Urwerk: Independent Swiss watchmaker producing limited-edition haute horlogerie with proprietary complications. Comparable to HORAGE on small-batch production, founder-led brand, and technical innovation focus.
• DeWitt: Independent Geneva-based watchmaker with proprietary movements and complications. Comparable to HORAGE on in-house manufacturing, niche positioning, and tourbillon expertise.

Emerging players

• Norqain: Switzerland-based independent mechanical watchmaker founded 2018 with in-house calibres and D2C focus. Comparable to HORAGE as a younger independent Swiss brand targeting enthusiast collectors.

Broad incumbents

• Richemont: Luxury conglomerate owning Cartier, IWC, Jaeger-LeCoultre, Vacheron Constantin. Comparable to HORAGE as the dominant high-luxury player whose brands compete at the upper end where HORAGE's tourbillons and Relik collection are positioned.
• Swatch Group: Largest Swiss watch conglomerate (Omega, Longines, Breguet, Blancpain). Comparable to HORAGE as it dominates the Swiss mechanical watch landscape HORAGE competes within and shares Swiss-made supply chain infrastructure.
• Haute Horlogerie brands (Patek Philippe, Audemars Piguet, A. Lange & Söhne): Top-tier independent haute horlogerie maisons. Comparable to HORAGE as the benchmark for what its tourbillons and limited editions (Relik, Autark) must compete against in terms of collector demand and resale value.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/horageswiss
• YouTubeyoutube.com/channel/UCMmYpiQXzvq8vkwnmstuWdA
• Facebookfacebook.com/horageswiss
• Instagraminstagram.com/horageswiss
• LinkedInlinkedin.com/company/horage

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 HORAGE