WatchBox Sinks Money Into Swiss Watchmaker De Bethune

Geneva and Neuchâtel, Switzerland—Luxury watch seller WatchBox has invested an unspecified amount in watch company De Bethune as it looks to champion independent watchmaking.

The Swiss watch brand was founded in 2002 by master watchmaker and Chief Operations Officer Denis Flageollet and CEO Pierre Jacques.

Headquartered high in the Swiss Jura mountains, De Bethune employs a team of 40 watchmakers, engineers, designers, micro-mechanics, polishers, and decorators who craft the watches using a mix of contemporary technology and old-world philosophy.

The brand develops and manufactures all of its timepieces in-house. 

Its watches have won several high distinctions, including “Watch of the Year” at the Grand Prix d’Horlogerie de Genève. 

De Bethune has a showroom in Geneva and is available at 25 points of sale worldwide.

WatchBox operates a platform for the buying, selling, and trading of pre-owned, collectible luxury watches with showrooms in the United States, Hong Kong, Singapore, Switzerland, and Dubai.

“Since its 2017 founding, WatchBox has championed the work of contemporary watchmakers and independent brands, and through this investment, heightens its commitment to the independent watchmaking segment,” the company said in a press release about the investment.

WatchBox’s investment will allow De Bethune to allocate more resources toward future growth.

“WatchBox has been a trusted partner of ours and a dynamic supporter of De Bethune for years,” Flageollet and Jacques remarked. 

“We have long admired their desire and commitment to educate the global watch community on the art of watchmaking and are delighted to now join together. WatchBox’s investment will enable De Bethune to fulfill our long-term vision of advancing and reinterpreting watchmaking.”

Jacques and Flageollet will retain their roles and also serve on De Bethune’s board of directors while continuing to lead the teams in Geneva and L’Auberson.