What is a private label watch?
A private label watch—also known as a white label watch—is a timepiece manufactured by one company and branded with another company’s logo. These watches are customized with your brand’s name, logo, and design elements to create a product that’s uniquely yours.
At American Watch Company, we produce high-quality private label watches using both ODM (Original Design Manufacturing) and OEM (Original Equipment Manufacturing) methods. Whether you choose from our existing designs or build a watch from scratch, we offer a wide range of styles, materials, movements, finishes, and color options.
Each watch is carefully crafted with your brand’s identity in mind and hand-assembled at our Los Angeles facility to ensure premium quality and attention to detail.
Creating Your Own Watch Brand
Before beginning your private label watch project, it’s important to define your goals and expectations. Here are a few key questions to help you prepare:
- What is your total project budget?
- What’s your target cost per watch?
- What is your desired retail price?
- How many watch styles do you want to produce?
- Do you need a prototype only, or full production?
- Do you have specific design specs?
(e.g. case material, movement type, size, glass, dial, strap) - Do you have any visual references or brand inspiration?
- What’s your ideal delivery timeline?
- Are you interested in an ODM or OEM manufacturing process?
Answering these questions will ensure a smoother, more efficient production process—and help us bring your watch brand to life with precision and clarity.
Private Watch Label Considerations
There are a few points to consider once you’re certain you want to make Private Label Watches.Â
- What is your overall budget for your project?
- What price do you want to pay per watch?
- What price do you want to sell each watch for?
- How many of watch styles would you like to produce?
- Do you only want a prototype?
- Do you want to take a prototype all the way to production?
- Do you have any specs for this watch? (Material: Stainless Steel, Titanium, etc., Movement, Case Size, Glass Type, Dial Design, Band Type, etc.)
- Do you have any visual references?
- When do you want the watches to arrive in your hands?
- Do you know if you want an ODM or OEM process?
Once you have these questions answered, you are ready to move on to the next phase.
Creating Private Label Watches (ODM)
If you’re looking to launch your watch brand quickly, Original Design Manufacturing (ODM) is the ideal starting point. With ODM, you can personalize proven, ready-made watch models and bring your product to market in as little as two weeks.
How Our Process Works
1. Choose Your Watch Style
Browse our American Watch ODM Catalog, which features a wide variety of popular men’s and women’s watches—available in quartz, automatic, manual, and smartwatch formats. Customize case colors, dials, straps, and materials to match your brand’s vision.
2. Add Your Branding
Send us your logo or artwork (JPEG, PNG, PDF, EPS, PSD, or AI). Our skilled watchmakers will apply your logo to the dial, and if desired, engrave the case back for a branded, professional finish.
3. Approve Your Mockup
After selecting your style and branding, we’ll create a digital mockup for your review and approval. This ensures you’re 100% satisfied before production begins.
4. Production & Delivery
Once approved, we handle the entire manufacturing and delivery process—on time and within your set budget.
Why Choose Private Label Watches ?
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- Fast turnaround (as little as 2 weeks, depending on inventory)
- Low minimum order quantities
- Proven watch designs tailored to your brand
- Ideal for new brands or quick seasonal launches
- Cost-effective entry point into the watch industry
Creating OEM Private Label Watches
If you want complete creative control over your timepiece, Original Equipment Manufacturing (OEM) is the ideal path. OEM allows you to design and manufacture a truly one-of-a-kind watch—from case and dial to movement, hands, band, and custom functionality. It’s the perfect solution for watch brands looking to make a bold, original statement in the market.
Why Choose OEM?
- Total creative freedom over design and engineering
- Exclusive watch models that reflect your unique brand identity
- Ideal for purists, collectors, and high-end luxury brands
- Perfect for flagship product lines or premium launches
The OEM process is best suited for brands and individuals who want to make their mark on the world of horology—through craftsmanship, originality, and precision.
Have a Vision? Let’s Build It Together.
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Private Label Watches with a Specific Movement
If you’re looking to create a private label watch with a specific movement (e.g., Swiss, Japanese, automatic, quartz, etc.), there are two manufacturing options to consider:
Option 1: OEM – Fully Custom Watch Design
- Ideal for completely custom, made-from-scratch watches
- Minimum order quantity (MOQ): 500 pieces
- Your order can be split across multiple finishes (e.g., gold, silver, black)
- Full design freedom over case, dial, hands, band, and movement selection
Option 2: ODM – Customize an Existing Watch Style
- Choose from our American Watch ODM Catalog of pre-designed models
- MOQ: 300–500 pieces per style
- Orders can include up to three finish variations (e.g., gold, silver, black)
- Lower cost and faster turnaround
- Ideal for new brands, gift sets, or limited runs
Looking for Smaller Quantities?
If you need just 1 piece or 100+ units with your logo on the dial and engraving on the case back, our ODM catalog is the most cost-effective and flexible option. It’s perfect for startups, brand testing, corporate gifts, or special events.
No matter which route you choose, our team at American Watch Company is here to help you build the perfect timepiece to match your vision.
Tell us About Your Watch Project
In order to be as helpful as possible, we need to know a little more about what you are looking for. Fill out this form and be as detailed as possible. Every bit of information is helpful. Once you are finished, click the submit button. A copy will be sent to your email and a member of our team will be in contact with you, typically within one business day.
For help contact us at:
Phone: (800) 862-6772
Email: info@americanwatch.com
Quick Start Form
Are you ready to make your watch?
The American Watch team is ready to make your dreams a reality. All we need to do is schedule a time to talk.