August Berg
August Berg is a Singapore-headquartered, Copenhagen-designed watch brand that sells Scandinavian minimalist timepieces, personalized gifts, and e-gift cards direct-to-consumer globally, targeting gift buyers and men's and women's watch consumers with a social mission funding education in Asia and Africa.
- Company typePrivate
- Founded2019
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What August Berg does
August Berg is a Singapore-incorporated, Copenhagen-designed watch brand founded in August 2019 by Anders Peter Juel Sauerberg as a subsidiary of Norbreeze Group. It sells Scandinavian minimalist timepieces direct-to-consumer globally through its own e-commerce site (augustberg.com), with no retail stores or third-party resellers. The core assortment spans the Serenity Collection (32mm and 40mm minimalist dials), the Reflexion Collection (38mm mirror-dial watches), and an exclusive Morris & Co. collaboration featuring William Morris heritage textile prints, complemented by Gift Sets and e-Gift Cards in $50–$350 denominations.
Underlying product technology relies on standard, premium watchmaking components rather than proprietary R&D: Japanese Miyota quartz movements, scratch-resistant sapphire crystal glass (single-domed on Reflexion), 316L stainless steel PVD-finished cases, Italian genuine leather straps, steel Milanese mesh, and Perlon braided nylon. The watch caseback supports personal engraving as an upsell. Distribution is DDP worldwide with free shipping over $250, a 30-day return window, a 2-year international warranty, and broad checkout coverage (Klarna, Atome, Shop Pay, PayPal, Apple Pay, Google Pay, and major card networks).
Revenue is generated through one-time watch purchases at $259–$319 and digital e-gift card sales. The customer base is horizontal consumer retail — primarily gift buyers, plus men's and women's watch personas purchasing for self-use — with no enterprise or B2B accounts. The brand is differentiated by a "Gift of Time" social mission: every watch funds six months of education for a child in Asia or Africa via the Human Practice Foundation, and every 20,000 watches builds a school. Cumulative reported impact is 94,806 months of education, 988 students graduated, one completed school (Akadeli Primary, Kenya, August 2023), and a second school plus IT Academy under construction in Nepal.
August Berg firmographics
Firmographics- Name
- August Berg
- Legal name
- August Berg Pte Ltd
- Website
- https://augustberg.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- August Berg is a Singapore-headquartered, Copenhagen-designed watch brand that sells Scandinavian minimalist timepieces, personalized gifts, and e-gift cards direct-to-consumer globally, targeting gift buyers and men's and women's watch consumers with a social mission funding education in Asia and Africa.
- Ownership category
- akta.pro rank
August Berg industry classification
Industry- Product category
- Consumer Watches
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
- akta.pro secondary industry
- Watch & Timepiece Retail (CRAKAGAD)
Keywords
Where August Berg is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
August Berg business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Others
Revenue model
- Watch Sales: Direct e-commerce sales of Scandinavian minimalist watches. Revenue generated from one-time product purchases with prices ranging from $259-$319 per watch.
- e-Gift Cards: Digital e-gift cards sold in denominations from $50 to $350, allowing recipients to choose their own watch.
- Personalized Engraving: Custom engraving service on watch caseback as an upsell for personalized gifting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Serenity Collection - Classic watches with sunray dials |
| Unit Pricing | Pay-as-you-go | Reflexion Collection - Mirror dial watches |
| Unit Pricing | Pay-as-you-go | Gift Sets - Watches with multiple straps |
| Unit Pricing | Pay-as-you-go | e-Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
August Berg product offering
Product offeringCore offering
August Berg designs, produces, and sells Scandinavian minimalist wristwatches through a direct-to-consumer e-commerce store. Its core lineup includes the Serenity and Reflexion collections, plus an exclusive Morris & Co. collaboration featuring William Morris heritage textile prints. Customers can personalize watches through caseback engraving, and every sale funds six months of education for children in Asia and Africa.
Product overview
August Berg is a Scandinavian watch brand offering minimalist timepieces designed in Copenhagen. The core product portfolio consists of the Serenity Collection (debut collection with multiple dial variants), the Reflexion Collection (mirror dial watches), and the Morris & Co. x August Berg exclusive collaboration featuring heritage textile prints. The brand also offers digital e-Gift Cards and pre-packaged Gift Sets. All watches feature Japanese Miyota quartz movements, scratch-resistant sapphire crystal glass, Italian genuine leather or Perlon straps, and 316L stainless steel cases with 2-year international warranties. Every watch sold contributes to education initiatives through the Human Practice Foundation.
Differentiator
Problem solved
Functional benefit
Products and services
- Serenity Collection August Berg's debut watch collection featuring minimalist Danish design with clean sunray dials in multiple colorways (Deep Blue, Greenhill, Orchid, Burgundy, Blanc, Noir Black, Ash) and 32mm and 40mm case sizes. Built with Japanese Miyota quartz movement, sapphire crystal glass, and interchangeable straps.
- Reflexion Collection Modern vintage watch collection featuring mirror-finish dials designed by Magnus Joergensen. Available in Silver, Gold, and Rose Gold mesh straps at 38mm case size with domed sapphire crystal glass and 5 ATM water resistance.
- Morris & Co. x August Berg Collaboration Exclusive watch collection featuring heritage William Morris textile prints (Strawberry Thief, Love Is Enough) combined with Danish watchmaking craftsmanship. Includes the Simply Strawberry Thief line with Italian leather straps in multiple colorways (Cochineal Pink, Olive Green, Black).
- August Berg e-Gift Card Digital gift cards available in denominations of $50, $100, $150, $200, $250, $300, and $350. Delivered via email with redemption codes for use at checkout, allowing recipients to choose their own watch.
- Gift Sets Pre-packaged watch gift sets combining watches with additional straps (Perlon and/or mesh). Available across Serenity colorways including Deep Blue, Burgundy, Orchid, and Greenhill, presented in sustainable bamboo packaging.
- Serenity Greenhill Sub-collection within the Serenity line featuring green sunray dial variants with rose gold and silver case options, available with multiple strap choices and gift set configurations.
Quantifiable outcome
- 94,806 months of quality education provided to children
- +3 more outcomes
Companies that use August Berg
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
August Berg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
August Berg partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor, flagship and core.
- HeirloomminorCarbon removal partner. Heirloom's direct air capture technology enhances carbon mineralization process, speeding up the rate at which naturally occurring minerals capture CO2.
- RemoraminorCarbon removal partner. Remora captures CO2 from semi-truck tailpipes as they drive, with the CO2 destined for long-term storage.
- CharmminorCarbon removal partner. Charm captures CO2 using plant waste, converts it into a stable carbon-rich liquid, and safely stores it deep underground.
- Morris & Co.flagshipExclusive collaboration featuring William Morris heritage prints on August Berg timepieces. Morris & Co. (founded 1861) is renowned for British Arts and Crafts Movement designs. August Berg creates watches with Morris patterns including Strawberry Thief, Love is Enough, and Simply Strawberry Thief collections.
- Human Practice FoundationcoreStrategic partnership for social mission. For every watch sold, August Berg funds 6 months of quality education for children in rural Africa and Asia. Every 20,000 watches builds a school. First school (Akadeli Primary School) completed in Kenya August 2023. Second school under construction in Nepal with IT Academy in Taplejung.
- Norbreeze GroupcoreAugust Berg is part of Norbreeze Group, co-founded by Anders Peter Juel Sauerberg in Singapore in 2004. Norbreeze Group distributes Scandinavian watch brands across Asia. August Berg grew directly from this distribution expertise in 2019.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
August Berg competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key highlights7 records
Customer concentration
August Berg social profiles
Digital presenceAugust Berg financial estimates
Financial estimateRevenue estimate
Valuation estimate
August Berg leadership team
Management profileNumber of profiles
Profiles2 records
August Berg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
August Berg M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about August Berg
What does August Berg do?
August Berg designs, produces, and sells Scandinavian minimalist wristwatches through a direct-to-consumer e-commerce store. Its core lineup includes the Serenity and Reflexion collections, plus an exclusive Morris & Co. collaboration featuring William Morris heritage textile prints. Customers can personalize watches through caseback engraving, and every sale funds six months of education for children in Asia and Africa.
Is August Berg a public or private company?
August Berg is a private company. It is classified as corporate owned and is currently operating.
When was August Berg founded?
August Berg was founded in 2019. It employs 51 to 100 people.
Where is August Berg based?
August Berg is headquartered in Singapore, Singapore, in the Asia region.
How does August Berg make money?
Three revenue lines are on record. Watch Sales are the primary driver. The others are e-Gift Cards and personalized Engraving.
Does August Berg have an API?
No public API is recorded for August Berg.
What industry is August Berg in?
August Berg's product category is Consumer Watches. Its primary akta.pro industry code is CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel), with a secondary code of CRAKAGAD, Watch & Timepiece Retail. Its NAICS code is 458310 and its SIC code is 5944.