WatchBox Sinks Money Into Swiss Watchmaker De Bethune
The pre-owned luxury watches platform said it wants to promote independent and contemporary watchmakers.

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.
The Latest

Sponsored by Italian Trade Agency

David Prager virtually sat down with Editor-in-Chief Michelle Graff to answer questions about the rollout of Tracr at scale.

Jewelry and objects belonging to Bette Midler, heiress Hélène Irwin Crocker Fagan, and Lady Sylvia Ashley were among the highlights.

When it comes to knowing the identity and quality of your pearls, count on GIA as your independent pearl experts.

The company opted not to raise its fiscal guidance, citing a slowdown in the U.S. market as a key reason.


From “old-school” eBay to new kid on the block 1stDibs, we asked jewelers about their experiences selling jewelry in non-traditional places.

She has nearly 30 years’ experience in the gem and jewelry industry and a background in nonprofit management.

Advanced technology levels the playing field, helping jewelers give customers what they want.

Senior Editor Brecken Branstrator chooses the pieces she’d most want to see in person.

The actress joins Zendaya and others in a new advertising campaign.

Owner Steve Delzio shares his thoughts on retirement after nearly five decades in the jewelry industry.

“I Fear for This Boy” takes readers through the ups and downs of his business and is available for pre-order now.

“Today’s Wedding Jewelry Consumer” shares data about engagement ring market size, lab-grown and natural diamonds, and more.

Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.

Several Couture brands have partnered with Platinum Guild International ahead of the jewelry trade show.

The jewelry company is moving into bridal just a month after branching out into the watch world.

The 2008 economic crisis, COVID-19, and sanctions on Russian goods have set the stage for an interesting decade for natural diamond supply.
The Generating Community Impact fundraiser on June 11 will feature Karine Bah Tahé of Blue Level Training.

The family-owned jeweler is relocating its Braintree, Massachusetts, store to a new space.

He will step into the retailer’s newly created role of chief development officer.

GemIntro is meant to give a broad introduction to gems and gemology.

Three industry experts discuss “recycled” gold vs. mined, their challenges and benefits, and how jewelers can navigate the area.

Cartier, Van Cleef & Arpels, and Buccellati put on stellar performances.

The New York jeweler made this incredible, colorful Art Deco bracelet featuring tropical birds in 1927.

From a slowdown in sales growth to rising costs, Fruchtman Marketing outlines its expectations for the second half of the year.

Once a part of Julius Klein Group, the diamond company combines its direct supply and cutting expertise with a keen eye to the future.

One analyst cited rising diamond prices and the sanctions on Alrosa as contributing factors.