What Furlan Marri does

Furlan Marri is a Swiss watch brand founded in 2021 by Andrea Furlan and Hamad Al Marri through a Kickstarter crowdfunding campaign. The company designs and sells vintage-inspired timepieces that combine neo-vintage aesthetics — including Art Deco-inspired sector dials, 1930s Disco Volante case designs, and 1940s Tasti Tondi pushers — with modern movements and materials. Its product portfolio spans four collections: Mechaquartz chronographs (CHF 460–585) using hybrid Seiko VK64 movements, Cornes de Vache automatic watches (CHF 1,250) with Swiss movements, Disco Volante manual-wind dress watches (CHF 2,500–3,500) hand-finished in Geneva with the Peseux 7001 movement, and limited-edition Flyback chronographs (CHF 2,750) with column-wheel AMT 5100 by Sellita movements. Higher-end models feature hand-finished Geneva details including Côtes de Genève, perlage, diamond-polished edges, and blued screws.

The business operates as a direct-to-consumer watch brand with worldwide e-commerce shipping through furlanmarri.com, a physical showroom at Rue du Nant 25 in Geneva, and a network of partner boutiques across multiple territories. Pricing is one-time/per-unit across all tiers, with worldwide shipping from CHF 85 and a 2-year international warranty. Customer engagement is community-led, anchored by a Community Design Lab initiative, a published series of customer stories, and earned media coverage from Hodinkee, GPHG, the New York Times, GQ, Revolution, Monochrome, Time+Tide, and Bilan. The brand won the GPHG Horological Revelation Prize in 2021 for its Mechaquartz "Mr. Grey" model, establishing credibility within the Swiss watchmaking establishment.

The target customer base consists of watch collectors and enthusiasts seeking vintage-inspired Swiss timepieces at accessible price points, distributed across individual consumers worldwide (with shipping exclusions on Ukraine, Russia, and Montenegro). The microbrand operates with 1–10 employees, has no disclosed venture backing, and has grown organically from crowdfunding into a globally recognized microbrand with limited-production runs — e.g., the Flyback limited to 300 numbered pieces.

Name

Furlan Marri

Legal name

Furlan Marri SA

Website

https://furlanmarri.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Furlan Marri is a Geneva-based Swiss watch microbrand founded in 2021 by Andrea Furlan and Hamad Al Marri, designing and selling vintage-inspired timepieces across four collections (CHF 460–3,500) to watch collectors worldwide via direct e-commerce, a Geneva showroom, and partner boutiques.

Ownership category

akta.pro rank

Product category

Luxury Watches

NAICS

Other Leather and Allied Product Manufacturing (3169)

SIC

Leather & Leather Products (3100)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Complications & Haute Horlogerie (CRAKADAG), Luxury Quartz Watches (CRAKADAB), Small Leather Accessories Manufacturing (Belts/Straps/Watch Bands) (IMAOAFAG)

Keywords

• Swiss watches
• Vintage-inspired watches
• Mechanical timepieces
• Watchmaking accessories
• Horology

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct E-commerce Watch Sales: Primary revenue stream through direct online sales of watches via company website. Products include Mechaquartz chronographs (CHF 460-585), Cornes de Vache automatic watches (CHF 1,250), Disco Volante mechanical watches (CHF 2,500-3,500), and Flyback chronographs (CHF 2,750). Orders shipped worldwide with free shipping from CHF 85.
2. Accessories Sales: Sales of watch accessories including leather straps (CHF 80), likely including quick-release interchangeable straps compatible with Furlan Marri watches.
3. Showroom and Retail Sales: Physical showroom sales at Geneva headquarters plus sales through partner boutiques network spanning various territories. Showroom appointments available for in-person or virtual discovery sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Furlan Marri designs, produces, and sells Swiss-made vintage-inspired wristwatches — including mechaquartz, mechanical, and chronograph models — alongside leather watch straps and accessories. Sales are conducted primarily direct-to-consumer through the brand's own e-commerce site and a physical showroom in Geneva, Switzerland.

Product overview

Furlan Marri is a Swiss watch brand founded by Andrea Furlan and Hamad Al Marri that creates vintage-inspired timepieces for collectors. The product portfolio consists of four main watch collections: (1) Mechaquartz - chronographs using Japanese Seiko VK64 hybrid movements combining quartz accuracy with mechanical sweep; (2) Cornes de Vache - automatic three-hand watches with distinctive vintage-inspired lugs and Swiss movements; (3) Disco Volante - ultra-thin manual-wind dress watches powered by the Swiss Peseux 7001 movement with hand-finished Geneva stripes; and (4) Flyback Chronographs - limited-edition timepieces with column-wheel flyback mechanisms and 63-hour power reserves. The brand also offers leather straps and accessories. The watches are characterized by neo-vintage aesthetics, Art Deco-inspired sector dials, and combine Swiss craftsmanship with Japanese precision at accessible price points. All watches come with a 2-year international warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Mechaquartz: Hybrid quartz-mechanical chronograph watches combining Japanese quartz accuracy with mechanical module for sweeping seconds hand
• Cornes de Vache
• Disco Volante

Products and services

• Mechaquartz Collection

Quantifiable outcome

• GPHG Horological Revelation Prize winner 8 months after Kickstarter launch
• +1 more outcomes

Named customers7 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

Feature6 records

Partnerships

One partnership is on record.

• Partner BoutiquescoreChannel Partner/ Reseller/ DistributorNetwork of partner boutiques across various territories worldwide. The brand maintains relationships with authorized retailers allowing customers to purchase in physical stores. A retailer finder service is available on the website to locate nearby partners.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Longines: Swiss heritage watchmaker (Swatch Group) producing vintage-inspired automatic and heritage chronograph lines at CHF 1,500-10,000+. Comparable on vintage-inspired design language and sector-dial aesthetics that Furlan Marri explicitly references.
• Montblanc (Watches): Richemont-owned watchmaking division producing heritage-inspired mechanical watches including Minerva-derived vintage chronographs. Comparable on the positioning of accessible-mechanical-with-finishing, though at a broader portfolio scale.
• Tudor: Rolex-owned Swiss watch brand offering heritage-inspired automatic watches at accessible luxury price points (CHF 2,000+). Comparable on the proposition of heritage-inspired design at attainable prices, though at vastly larger scale.
• H. Moser & Cie. Established Swiss haute horlogerie maison known for hand-finished in-house movements and neo-classical aesthetics at significantly higher price points. Comparable on Geneva finishing quality and design-heritage positioning, but operates at a far larger scale and price tier.

Direct peers

• Christopher Ward: British microbrand (now scaled) offering Swiss-made mechanical watches with in-house movements at accessible luxury price points. Highly comparable on customer base (enthusiast collectors) and the proposition of high finishing-to-price ratio.
• Farer: UK-based independent watch brand offering vintage-inspired mechanical and quartz watches typically priced £500-£2,500. Comparable on design philosophy, price tiers and DTC distribution approach.
• Yema: French heritage watchmaker offering accessible mechanical watches with vintage-inspired designs. Comparable on accessible price-to-Swiss-quality proposition and enthusiast/collector customer base.
• Baltic Watches: French microbrand founded in 2017 producing vintage-inspired mechanical watches at accessible price points (€290-€2,500). Direct comparable to Furlan Marri on target customer, neo-vintage aesthetic, and DTC-led go-to-market.
• Studio Underdoge: Swiss microbrand producing neo-vintage mechanical chronographs at sub-CHF 1,500 price points. Comparable on Swiss positioning, vintage-inspired design, and microbrand scale.

Others

• Sellita: Swiss movement manufacturer supplying ébauches (including the AMT 5100 used in Furlan Marri's Flyback). Relevant as a key supplier and ecosystem participant — comparable Swiss microbrands depend similarly on its production capacity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCq193b8nFIIrwS9Ypk7rRhg/videos
• Facebookfacebook.com/furlanmarri
• Instagraminstagram.com/furlanmarri
• LinkedInlinkedin.com/company/furlan-marri

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 Furlan Marri