ormex was founded in 2000 and revitalized in 2016 under CEO Raphaël Granito, who relaunched the brand with a direct-to-consumer strategy at a time when traditional distribution wasn’t ready to support a small independent. The approach reconnected Formex with a passionate community of enthusiasts and re-established its place in the Swiss watch landscape.

Today, that story has come full circle: collectors and retailers themselves have pulled Formex into stores, creating a network of retail partners that is expanding organically worldwide. “We never set out to conquer retail; our community pulled us there,” says Raphael Granito, CEO of Formex. “That’s what makes this next chapter so gratifying — it’s growth that comes from genuine passion and demand.”

For enthusiasts who already know Formex, the direct-to-consumer model works perfectly — a seamless, engaging process from discovery to delivery. For those encountering the brand for the first time, it means having to wait for the real discovery. The watch’s full impact is only felt on the wrist: the patented suspension system, ergonomic bracelet and clasp designs, and refined finishing ultimately reveal their value when physically experienced.

This truth led to a stepchange in Formex’s evolution — from a pure online player to a maturing brand with a growing physical presence. In retail, the purchase is more than a transaction: it’s an experience shaped by the connection between enthusiast and retailer, supported by local events, and deepened by the chance to try on the watch before purchasing it.

In the past five years, Formex has grown from an online-only brand to one with its own showroom at the Biel/Bienne headquarters—right beside the atelier and factory—and a network of 30+ retail partners worldwide. Each new door feeds the flywheel: more enthusiasts discover the in-store experience, which in turn attracts more retailers.

That story begins with Marc of Long Island Watch, an aeronautical engineer whose fascination with Formex’s technical features made him the brand’s very first retail partner. Soon after came Teddy Baldassarre, one of the most influential watch content creators, who chose Formex as one of the first brands when he transitioned into retail — initially online, and now with his own physical boutique. Today, Formex is carried by respected partners in Australia, Belgium, Canada, Cyprus, the Czech Republic, France, Germany, Greece, Hong Kong, Israel, Italy, Japan, the Netherlands, Norway, Peru, Poland, Singapore, Spain, Taiwan, Ukraine, the United Arab Emirates, United Kingdom and — most recently — in Shenzen, China. Each of these partnerships reflects the same privileged relationship Formex enjoys with all its retail partners — true enthusiasts who believe in the brand and share it with their communities.

“Online works well for enthusiasts who already know Formex and trust what we do. But for those discovering the brand for the first time, trying on the watch makes all the difference.” – Raphaël Granito, CEO of Formex.

Formex does not discount its watches — a policy of principle established from the outset to build trust across the value chain. Prices are set through a straightforward process: the team develops each watch to its full potential, calculates the real cost of manufacturing, and sets a price accordingly.

That transparency has become one of Formex’s strongest differentiators. In a market where price cuts and seasonal promotions often erode brand equity, Formex has remained consistent. Retail partners can sell with confidence knowing they’ll never be undercut, and customers buy with the reassurance that the watch will hold its value long after purchase — a stance that both retailers and customers have come to recognize and appreciate.

Most of our customers don’t buy a Formex on a whim, especially their first one. They spend hours watching hands-on videos, reading opinion articles, skimming through customer reviews, and narrowing it down to the model and setup that feels right. When they finally hit ‘buy,’ it should be pure excitement,” says Raphaël Granito, CEO of Formex. “We never want that feeling spoiled by a discount a few weeks later. That’s why our pricing is clear, consistent, and focused on real value.

Formex demonstrates how a small independent can grow without following the traditional distribution playbook. By starting online, proving its products directly with enthusiasts, and only then building selective retail partnerships, the brand has created a model that feels organic rather than forced.

This mindset extends to product innovation. In 2025 alone, Formex has introduced advances in ceramic treatment and finishing, unveiled two all-new patented micro-adjustment systems for its bracelets — a further refinement on Dexel’s earlier benchmark clasp design — and collaborated with Cadranor on precious metal treated meteorite dials that showcase both artistry and technical precision.

“For me, watchmaking is like racing — you’re always optimizing, no aspect is too insignificant, because every little bit adds up,” says Raphaël Granito, CEO of Formex. “Every advance we make, whether it’s in ceramic finishing, a patented micro-adjustment system, or a high-impact dial, comes from that same drive to do better. And just like in racing, you can’t do it alone — having Dexel and Cadranor as partners in co-creation and co-development gives us the support of a world-class team.”

Retailers who take on Formex do so not because of margin calculations, but because they believe in the product and want something fresh and distinctive for their clients. For business media, Formex offers a case study in how community demand can translate into sustainable growth — and how independents can succeed by blending agility, price integrity, and engineering credibility.

The United States has become Formex’s largest market, and expansion is accelerating in Europe, the Middle East, South America and Asia. New retail partnerships in Australia, China, and Peru highlight the international scope of demand, with further openings planned in India and Saudi Arabia.

Each of the more than 30 retail partners who have joined in the past five years alone adds a new layer of visibility and physical access for customers eager to physically discover the brand and the collections. Retail locations can be found here.

Events and fairs have also proven instrumental in building momentum. In the United States, Formex has been a consistent presence at the Windup Watch Fairs, and in Europe at events such as WatchTime Düsseldorf. The brand also participates in smaller gatherings across both continents, generating visibility and direct contact that translate into footfall for retail partners and stronger community engagement.