Daniel Wellington
- Founded
- 2011
- Based in
- Stockholm, Sweden
- In our catalog
- 2 watches from $150 to $210
Daniel Wellington changed watch marketing more than watchmaking. Its simple, slim quartz watches on striped NATO straps were everywhere on Instagram in the mid-2010s, promoted by thousands of influencers, and the brand grew from nothing to hundreds of millions in sales in a few years.
History
Filip Tysander founded the company in Stockholm in 2011. He named it after a British man he met while traveling in Australia, who wore his old watch on a faded NATO strap. The first watches were thin, minimalist quartz pieces with interchangeable straps.
Instead of traditional advertising, Daniel Wellington sent watches to social media influencers of all sizes and gave them discount codes for their followers. It was one of the first brands to build its business almost entirely on Instagram. The approach was copied widely, and the market for minimalist fashion watches became crowded. The brand has since expanded into jewelry and accessories.
Signature models
- Classic Sheffield 40: The original style, a thin case, a plain white dial and a black leather strap.
- Petite Melrose 32: A smaller version on a mesh bracelet, one of the most popular women's watches.
What it's known for
The watches are simple, slim and easy to match with clothes. The movements are Japanese quartz and the watches are made in China. Critics point out that you pay mostly for the brand and design, not the watchmaking.
Price and positioning
Daniel Wellington watches cost $150 to $250. In the same range you can find Swiss quartz watches from Tissot or Swatch, or mechanical watches from Seiko and Orient. If you want the minimalist look, Skagen and Junghans's quartz Max Bill are worth comparing.
Daniel Wellington watches in our library
- Daniel Wellington Classic Sheffield 40 ($150 to $200)
- Daniel Wellington Petite Melrose 32 ($170 to $210)