New watch brands

Watch Angels: a watch incubator is born


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January 2021

Watch Angels: a watch incubator is born

We are witnessing the emergence of a new category in the watch industry. The “incubation workshop” is neither licensing nor crowdfunding; it takes responsibility not just for production, but also for distribution, sales, logistics and customer service for new horological projects. As the internet continues to write intermediaries and middle men of all kinds out of the picture, it’s a development that was just a matter of time.


ith Watch Angels, we’re changing traditional roles in watchmaking.” Guido Benedini is head of a new incubator for start-ups, backed by the industrial might of a group that has been active in the watch supply chain for several decades – FM Swiss Logistics, based in Mendrisio in the Italian part of Switzerland (read a company portrait here).

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