Building a Watch Brand

Follow our simple step-by-step guide to building your very own watch brand

How to Start a Watch Brand

There are hundreds of watches available on the market, but how do you design your own watch brand? American Watch Company is here to help you on your journey. 

On this page, we will discuss the steps you will need to take to launch your watch company.

Options to Consider

At American Watch, we offer private label services across a range of styles, colors, materials, and finishes. We work together with entrepreneurs to create timepieces for upcoming and established watch brands.

If you’re thinking about starting a business and not sure how to start a watch brand, here is what you need to know.

We offer 2 options for the OEM (custom, made from scratch) process:

  1. OPTION 1Create working prototype(s) only and go into production at a later date: 
  2. OPTION 2 – Commit to the minimum order quantity (project by project basis), which include design and prototype and production.


We offer the ODM process (a variety of popular existing watches):

  1. Ask to see our American Watch ODM Watch Catalog.
  2. Select a watch(es) – there are no minimums.
  3. Send us your digital logo/images to print on the dial and engrave on the case back.
  4. We send you virtual images to approve.
  5. We produce and ship these watches within approx. 2 weeks.


Review our OEM vs ODM page for more information.

Defining Your Watch Brand

The first step in starting your watch company is defining your brand.

Defining a brand goes beyond what your watch looks like. There are other important questions to consider such as:

  • Who is my target market?
  • What price do I want to sell my watch for?
  • What kind of materials and looks do my customers gravitate towards?
  • How will the brand sell its products (i.e., solely e-commerce, brick-and-mortar stores, wholesale, etc.)?

Answering these key questions early on can help save you time and money in the long run.

Designing a Watch for Your Target Market

The design of a watch is one of the most important aspects of starting a watch company. It is important to design a watch that suits the needs of your target market. 

When designing your watch, be sure to ask the following questions:

  • What materials do I want my watch to be made of?
  • What functions will the watch have (i.e. time only, date window, chronograph, etc)
  • What is the size of the watch?
  • What kind of movement do I want (i.e. automatic, manual, quartz, digital)

Once you have determined what you want your watch to look like, you can move forward in the watch making process.

Once you start to get a clearer picture of your designs’ look and your target price points, you can start looking for watch production services. It’s crucial to work with a watch manufacturer that offers a wide range of styles and materials available so that you can have a large variety of choices.

Watch design options include:

Movement: Choose between battery-operated quartz, mechanical / automatic movement, hybrid or Smart movement.

Material: Common material options include titanium, ceramic, stainless steel, carbon fiber, brass, or metal alloys.

Case: High-quality and handcrafted options to keep your watch safe.

Bezel: The frame of the dial, or the top ring and surrounds the crystal.

Dial: Is the part of the watch that displays time.

Hands: The part of the watch that tells the time, with a range of options available depending on the style of the watch.

Crown and Pushers: The small knob on the side of the watch that helps adjust the time.

Bracelet or Band: These come in a variety of options such as metal, leather, canvas, rubber, etc., so there is an opportunity to get creative with this part!

Buckle: The metal portion on the band that is used to lock the watch on the wrist.

Packaging: How your watch will be packaged and presented to the customer.

At American Watch, we offer many watch designs in different material options, colors, finishes, and band options. Working with us makes it easy to create, design, and build tailored men’s or women’s watches that fit perfectly with your new watch concept or brand.

Producing your Watch

Once you have defined your brand and designed a watch, the watch production process begins. The first part of watch production begins with the design and development of a functioning prototype. Here’s how it works:

  1. A watch is sketched based on submitted design cues
  2. A 3D rendering of the watch is made and submitted for approval
  3. A functioning prototype is developed and submitted for approval
  4. Once approved, manufacturing begins on the approved watch design

At American Watch Company, all production is guided by this step-by-step process to ensure customer satisfaction. 

Manufacturing Watches for Your Brand

Once you have evaluated the prototype and you are satisfied with the design, it’s time to start manufacturing and getting the final products to customers. Once quantities are confirmed, we begin the manufacturing process.

We oversee the entire watch manufacturing process from start to finish. All watches are meticulously inspected, tested, and calibrated to meet the most demanding of standards. 

With over 30 years experience in the watchmaking industry, you can rest easy knowing the American Watch Team spares no expense in assuring your order is perfect.

Marketing Your Watch Brand

Marketing is one of the most important elements of any successful watch brand. Manufacturing a beautiful watch is great, but if nobody ever sees how great your product is, you will never be able to sell your product.

When launching your watch brand, it is important to consider the following:

  • Where do I want my target audience to see my watches (i.e. social media, billboards, magazines, online, etc)
  • How do I want to talk about my product?
  • What matters most to my target customers

Developing a comprehensive marketing plan that showcases your watches unique properties, and how your brand fits in with your customers’ lifestyle, is essential to the success of your watch brand.  

American Watch Company is Here to Help

Starting a watch company can be a daunting process. American Watch Company is here to help make building your watch brand easier.

Click the link below to get started. With over 30 years experience, the team at American Watch can turn your dreams into reality. 

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: [email protected]

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Our Work

Take a look at some of the watches we have brought to life

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.

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