Watch Development for Brands — From First Idea to Delivered Collection
HTIMES helps established brands and licensees add watches to their range without building a watch team. You bring the brand, the IP or the idea. We handle design development, sampling and production — and plan every stage around your approvals and your launch date.
For most brands, a first collection takes around four months or more from brief to delivery. Once the sample is approved, most first runs are between 100 and 300 pieces per design.
Two Ways Brands Work With Us
Licensed & IP Watches
You hold a character, entertainment, creator or sports licence. We develop watches inside the licensor’s style guide, plan the approval rounds into the schedule and keep a written record of every sign-off.
Your Own Brand's Watch Line
You are a fashion, jewellery or lifestyle brand adding watches as a new category. We translate your existing identity into watches your customers recognise as yours.
Choose How Original the Watch Should Be
Semi-Custom · Faster to Market
Start from an existing case and movement platform. Dial, hands, strap, case finish, colours and packaging are developed around your brand. Fewer custom parts means a lower development fee and a shorter sample stage.
Best for:
A first watch line, or testing how your customers respond before going further.
Full Custom Development
The case, dial and packaging are designed from your brief. More parts are made specifically for you, so tooling and sampling take longer — and the watch can be unmistakably yours in every detail.
Best for:
Brands with established design standards, or a second collection built on what the first one taught you.
How a Collection Comes Together
The same team stays with your project from the first call to the final delivery.
Brief & NDA — First week
You share your brand, references, target retail price, quantity in mind and launch date. If there is a licence, we ask for the usage terms and style guide. The NDA is signed before any artwork is shared.
Design & Approval — A month or more
Renderings and drawings, revised with you — and with the licensor or partner brand where there is one — until the design is final. Drawing takes days; the time goes into review rounds.
Sample and Production Planning — Around 30–45 days
A physical sample in final materials for your approval. We recommend confirming the production quantity at the same time, so production can start the day the sample is approved.
Production & Delivery — Around 45–60 days
Every piece is made and checked against the approved sample, with packaging built for your brand.
Read more: Development process · The sample stage · Full timeline
Every Element, Developed Around Your Brand
Case & Shape — Existing platform or developed for you.
Dial Design — Colours, logo, texture, indices.
Hands — Standard or custom-shaped.
Strap & Bracelet — Material, colour, branded buckle.
Crown — Plain or engraved with your logo.
Caseback — Engraving, licensing marks.
Packaging — A box for your brand, or your own.
Movement — Chosen for function and retail price.
Edition Numbering — A unique number on every piece.
What It Costs, and How We Quote
Each design has a one-time development fee for tooling and the sample — for most projects from around $500, often around $1,000, depending on how many parts are made specifically for you. The unit price is itemised component by component on your quote. We quote both after seeing your design, so every line is accurate.
- First runs: most are between 100 and 300 pieces per design once the sample is approved.
- Reorders: use the same tooling, with no new development fee.
How Your Design Is Protected
- NDA before artwork, renewed annually for ongoing partnerships.
- No complete drawing leaves our hands. Components are made by specialist suppliers, but drawings are split by component, so no supplier sees the full watch.
- Written approval records for every submission, comment and sign-off.
- CE and RoHS compliance as standard.
Built for Brands Like Yours
Questions We Hear Often
Do we need to know anything about watches to start?
No. You bring the brand knowledge; we bring the watch development. We guide you through every decision.
Do you work with brands launching their first watch line?
Yes, if the brand itself is established. Many partners start with one or two designs. If your brand identity is still being defined, it is usually better to settle that first.
Can we see a sample before production?
Yes. Every project includes a physical sample in final materials, and production is checked against the sample you approve.
Do you develop the packaging?
Yes. We develop a box for your brand once the watch specification is locked, or you can supply your own packaging.
How long does a collection take?
Around four months or more for most brands: a month or more for design and approval, around 30–45 days for the sample and around 45–60 days for production. Licensed projects usually take longer because the licensor reviews each version.
How many pieces does a first run involve?
Once the sample is approved, most first runs are between 100 and 300 pieces per design.
How involved does our design team need to be?
As involved as you like. What matters most is one person who can approve each stage, so review rounds don’t hold up the schedule.
What happens after the first collection?
Many partnerships continue with new designs each season or each new licence, using what the first collection taught us both.
Tell Us What You Have in Mind
Share your brand or licence, the quantity you are thinking about and your launch date. We’ll tell you which approach fits and how long to allow — including when watches aren’t the right next step.
