WatchesJul 26, 2021
Casio Taps Arcade Classic for New WatchWatchesSep 01, 2021
WatchBox Sinks Money Into Swiss Watchmaker De Bethune
The pre-owned luxury watches platform said it wants to promote independent and contemporary watchmakers.
De Bethune’s DB25 Starry Varius is pictured beside CEO Pierre Jacques and COO and master watchmaker Denis Flageollet. Watch platform WatchBox invested an undisclosed amount in the independent Swiss watch brand.
Geneva and Neuchâtel, Switzerland—Luxury watch seller WatchBox has invested an unspecified amount in watch company De Bethune as it looks to champion independent watchmaking.
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.
Related stories will be right here …
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.
Editors' Picks
Sponsored by
More on Watches
The Latest
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
