WatchDNA is designed as a platform to bridge the gap between watch enthusiasts and a network of jewellers who share a deep passion for timepieces and the unique stories of their customers. We firmly believe in the importance of fostering trustful relationships with local businesses that play a significant role in supporting their communities. Our aim is to offer a commission-free platform for jewelers to showcase their inventory, encouraging direct engagement and transactions with them. This approach not only supports local businesses but also ensures that our watch enthusiasts like you, can explore and purchase their next timepiece with confidence, directly from experts who best understand the value and craftsmanship behind each watch.

Our brand's collections category feature units provided directly by the brands, showcasing their current offerings. You’ll find easy access to explore each collection and links to visit your local authorized retailer or the brand’s official website for more details.

Our “Last Call” and “Pre-Owned” sections offers jewellers in our network the opportunity to list their own inventory for sale, with direct links to their websites.

While we only partner with businesses, WatchDNA cannot be held accountable for the authenticity of the products in these categories. It’s up to the end consumer to do their due diligence and communicate directly with the jeweller offering the item for sale.

While we are not responsible for the authenticity of these timepieces, we only showcases products available through our network of business partners.
In addition, we are proud to partner with Watch Certificate™, which, through their network of certified watchmakers, could provides an additional layer of trust to your timepieces.

At WatchDNA, we recognize the value of well-informed decisions, especially when it comes to purchasing luxury timepieces. 

Although not all brands are available within our network of jewellers, we strongly recommend exploring and learning about the extensive variety of prestigious brands available on the market.

Should you find yourself searching for a brand or model not showcased on our site, we warmly invite you to reach out to us. We're committed to doing everything in our power to link you with our closest jeweller partner or directly with the brand.

We are constantly updating our brand selection and looking for new additions.

Your quest for the perfect timepiece is a journey we're excited to be a part of.

We're delighted to hear you've established a trusted relationship with your local jeweler—supporting local businesses is at the heart of what we do at WatchDNA.

If your favorite store isn't yet featured on our platform, we'd be honored if you could introduce us.

Our aim is to ensure they can extend their high-quality service to more local shoppers like you through our site. Additionally, WatchDNA is continually updated with the latest news from brands and captivating stories within our industry. We invite you to visit our site regularly to stay informed and connected with the world of timmepieces.

When a new jeweller joins our platform, we make a contribution to a worthy cause, helping to create positive change in the world.

After over two years of extensive market research initiated during our founder MBA journey, WatchDNA has been crafted in response to the needs of a wide array of industry stakeholders, from brands and jewellers to end-users across various continents.

With the ever-growing surge of online content, it's becoming increasingly challenging for consumers to discover reliable platforms. In the past 5 to 10 years, the watch distribution landscape within our industry has undergone profound changes, fundamentally altering how timepieces reach consumers.

However, in recent years, we saw an urge for online platforms, opening their own brick & mortar stores, realizing that even though having an online presence is now mandatory for brand awareness, in-store purchases represent more than 93% of annual retail sales.

Furthermore, experiencing a brand in its physical store goes beyond simple shopping; it's about immersing oneself in the brand's world, where every detail, from the store design to the interaction with staff, contributes to understanding and feeling the brand's core values and identity. In a store, customers can touch, feel, and see the products in their intended environment, surrounded by the brand's aesthetic and ethos, making the experience deeply personal and direct. This direct engagement allows consumers to connect with the brand's DNA on an emotional level, fostering a sense of loyalty and connection that online or indirect experiences may not replicate as fully.