Zero to One: How to Build Your Own Watch Brand (part 1)

If you want to succeed in the watch industry, it's essential to analyze the reasons why young brands like MVMT and Daniel Wellington have broken through the barriers of older brands.The common factor behind the success of these emerging brands is their collaboration with experienced professional companies. These companies include specialized watch design and manufacturing firms, as well as professional marketing and promotion agencies. They can provide you with high-quality watches with profit margins, worry-free after-sales service, and practical sales advice and technical support at every stage from design, manufacturing, packaging, pricing, and sales to after-sales.

So, whether your goal is to make your watch brand a star product on the internet, have it distributed in street stores worldwide, or sell high-end watches in boutiques, you must address the following 5 points:

Market: Find market demand

Product: Design and manufacture

Brand: Effective brand building

Place: Sales channel layout

Promotion: Marketing and promotion strategies

By addressing these points, you can stand out in the watch market and establish your own watch brand from 0 to 1.


Step 1: Position Your Watch Based on Market Demand

The main purpose of market research is to better understand the positioning of watches in different price ranges and categories in the market so that you can choose 1-2 price ranges that are suitable for your watch brand and accurately target your customer base.

According to market trends, products with affordable prices usually have a larger market space. You can analyze data from mature online retail platforms such as Amazon and AliExpress to understand the price ranges and market shares of the top 10 watch products. On Amazon, most new watch companies retail their products for around $20-60, while on AliExpress, the majority of companies price their products between $15-35. Although these price ranges may have limited profit margins, they can help you build a certain customer base. Therefore, offering affordable-priced watch products as an initial strategy is a good choice and can help you achieve some results in a short period.

Therefore, in the process of building your customer base, you can consider offering low-priced watch products to meet market demand and increase brand awareness. As your funding and product line matures, you can gradually introduce higher-priced watches to achieve product diversification and increase market share.

Step 2: Find the Right Watch Manufacturer for Your Product Design and Manufacturing

At the initial stage, the cost of procurement often accounts for the largest proportion. At the same time, excellent watch quality can lay a good foundation for you to accumulate customers from scratch. Therefore, after market research is completed, you need to focus on the core of the brand—the product itself. In the process of product design and manufacturing, selecting a reliable watch manufacturer is crucial.


When selecting a watch supplier, here are some suggestions:

1. Consider Product Quality and Reliability: Excellent product quality is key to attracting customers and laying a solid foundation. Ensure that the supplier can provide high-quality products to meet your and your customers' needs.

2. Minimum Order Quantity: Choose a supplier with a minimum order quantity that suits your business scale and needs. If you are a small business, a smaller supplier may be more suitable for you.

3. Compare Prices: As your purchasing power increases, contacting different suppliers can help you negotiate better prices. However, price is not the only criterion; other factors should be considered as well.

4. Supplier's Comprehensive Capability: In addition to price and quality, consider the supplier's supply chain management capability and professional knowledge. They should be seen as your partners who can help you solve problems and build a relationship of mutual trust.

5. Cooperative Relationship: Choose a supplier with whom you can establish a good relationship and a high level of trust. Visit each supplier, get to know their team, and see if you can build a close working relationship with them.

In summary, selecting a reliable watch supplier is crucial, as they will have a significant impact on your business development and customer satisfaction. During the selection process, consider factors such as product quality, price, supply chain management capability, and cooperative relationship to find the best partner for you.


NAVIFORCE is a watch manufacturer with its own factory, collaborating with world-renowned watch brands and receiving praise globally in over 100 countries. They offer OEM and ODM services, along with their own brand of watches. This means you can order a sample before committing to ensure the quality.

Once you've found the right watch manufacturer, the next focus is on designing and producing high-quality products.

Here are some factors to consider:

●Collaboration Method: There are generally three options. You can use existing watch designs from the manufacturer's own brand, modify some designs, or provide completely new designs. Choosing the first option is convenient as existing designs don't require additional time for development and have already been market-tested. However, if you have your own ideas, you'll need to consider more factors.

●Watch Types and Styles: There are various types of watches, including quartz, mechanical, and solar-powered watches, as well as different styles like sports, business, luxury, and minimalist.

●Watch Functions: In addition to basic timekeeping, offering extra functions like date display, stopwatch, and timer can add more value and attract more consumers.

●Watch Materials: Finding high-quality and durable materials is crucial for ensuring the watch's quality. Watches are made up of various components, each with its own specific function. You need to consider factors like appearance, feel, and weight to choose the most suitable materials. Here are the main parts of a watch:


1.Dial: The dial is the main part of the watch, usually made of metal, glass, or ceramic. It has markings and numbers to display the time.

2.Hands: The hands indicate hours, minutes, and seconds. They are usually made of metal and rotate from the center of the dial.

3.Movement: The movement is the "heart" of the watch, made up of many precise gears, springs, and screws to drive the motion of the hands. Movements are typically of three types: mechanical, electronic, or hybrid.

4.Crystal: The crystal is the transparent material covering the dial, usually made of glass (sapphire glass > mineral glass > acrylic), ceramic, or acrylic. Different materials have different resistance to impact and abrasion.

5.Strap: The strap connects the case to the wearer's wrist, usually made of leather, metal, or nylon.

6.Case: The case is the protective layer for the movement, dial, and crystal, usually made of metal, ceramic, or plastic.

7.Clasp: The clasp is the device that connects the strap, usually made of metal, used to adjust the strap length and secure it.

8.Accessories: Accessories include special functions and additional components of the watch, such as timers, calendars, and wristband extension links.


Designing and manufacturing each part of a watch requires precision and attention to detail to create a high-quality, accurate timepiece. Once you've decided on the design and materials for your watch, you'll receive samples from the manufacturer to confirm before proceeding with production and awaiting market launch.

In this article, we've delved into the two key factors of creating a watch from 0-1: identifying market demand and product design and manufacturing.

In the next article, we'll further discuss the three equally important aspects of brand building, sales channels, and marketing and promotional strategies.

Post time: Feb-29-2024

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