A company whose main business isn’t watches can add a watch line without building a watch team. The usual route is to work with a development partner: you bring the brand, the customers and the sales channel; the partner handles design development, sampling and production. For most brands, a first collection takes around four months or more, and once the sample is approved most first runs are between 100 and 300 pieces per design.
This page is for established brands and licensees — fashion, jewellery, lifestyle, sport, entertainment — deciding how to add watches to what they already sell.
Is This You?
| You are… | Start here |
|---|---|
| A fashion or apparel brand | Watch development for fashion brands |
| A jewellery or accessories brand | Custom watches for jewellery brands |
| A lifestyle, sports or outdoor brand | Watches for lifestyle brands |
| A licensee or IP owner — film, anime, creator, sports | Licensed watch development |
| Two brands planning a collaboration | Co-branded watches |
Five Decisions Before You Start
- Why watches, for your customers? The strongest watch lines extend something customers already buy from you.
- License out or develop your own? Licensing brings royalties; your own line brings control and the full margin. See how brands decide.
- How original? Semi-custom starts from a proven base; full custom develops the case and dial for you. See semi-custom vs full custom.
- Where will it sell? Your stores, your website, a venue shop, a launch event — this shapes the design, price and quantity.
- When must it launch? Plan back from the date; design and approval take the longest.
How It Works
| Stage | What happens | Typical timing |
|---|---|---|
| Brief & NDA | Your references, target retail price, quantity in mind and launch date | First week |
| Design & approval | Renderings revised until the design is final | A month or more |
| Sample — quantity confirmed in parallel | A physical sample in final materials for your approval | Around 30–45 days |
| Production | Every piece checked against the approved sample | Around 45–60 days |
More detail: the development process · the sample stage · the full timeline
What It Costs
Each design has a one-time development fee for tooling and the sample — from around $500, often around $1,000, depending on how many parts are made for you — plus an itemised unit price per watch. We quote after seeing your design. See how we quote.
What You Need — and What You Don’t
| You need | You don’t need |
|---|---|
| A clear brand identity customers recognise | In-house watch knowledge |
| A sales channel for the watches | Finished technical drawings — references are enough |
| One person who can approve each stage | A large first order |
| A target retail price and a launch date | Your own factory or suppliers |
How Your Brand Is Protected
- NDA before anything is shared, renewed annually for ongoing partnerships
- No supplier receives the complete watch drawing — drawings are split by component
- Written records of every approval
Frequently Asked Questions
Can a company with no watch experience add a watch line?
Yes. A development partner handles design development, sampling and production. You approve the design, sample and timing.
How long does it take?
Around four months or more: a month or more for design and approval, around 30–45 days for the sample and around 45–60 days for production.
How many watches do we need to order?
Once the sample is approved, most first runs are between 100 and 300 pieces per design. Many brands start with one or two designs.
How much does it cost?
A one-time development fee per design, typically from around $500 and often around $1,000, plus a unit price per watch quoted from your design.
Do we need drawings?
No. A sketch, references or your existing products are enough to start. We develop renderings and drawings from them.
Thinking About Adding Watches?
Tell us about your brand, where you sell and when you’d like to launch. We’ll tell you which approach fits — and whether watches are the right next step.
