Fromanteel: Standing the test of time

How it all started

Not unlike many businesses before – and after – it, Fromanteel was born out of a personal need. It all started when the company’s founders, Alfredo and Martijn, were fresh out of college and at the start of their careers. They wanted to mark this moment in their lives with an understated, yet high quality watch they could afford.?

Perhaps not surprisingly, this proved to be quite the challenge. So when they decided to design their ideal watch themselves, Fromanteel was born. The collection started off with just two watches: the Fromanteel Day & Night Limited Edition.?

That was in 2009.

Fromanteel’s humble beginnings

Immediately, Alfredo and Martijn started testing the waters: are there other watch enthusiasts out there looking for a Swiss made timepiece that doesn’t come with the usual hefty price tag?

They started small, by selling a few watches to friends and family, and reaching out to journalists in order to get their brand’s name out there.

This helped them realize that they were by no means the only ones interested in affordable watches that last a lifetime, have a story and are stylish.

The first milestones

In 2010, Fromanteel expanded its distribution network to fashion retail and a handful of jewelers.?

Three short years later, in-flight sales via KLM, De Bijenkorf and an impressive 100 jewelers in the Netherlands followed.

The watch collection also expanded during this time and in 2015, the company launched its very first automatic watch: The Pendulum.

The pivot

However, the company started seeing a drastic decrease in its third-party retail turnover. Alfredo and Martijn knew what this meant: it was time to pivot.

In 2017, Fromanteel switched to a direct-to-consumer strategy – which is still the business model the company follows today. Since then, the watches are sold primarily online, through the company’s website. Buyers become Fromanteel Club Members, which offers them certain perks. But it also encourages them to purchase additional extras, like watch straps and accessories.

And in true luxury watch style, Fromanteel offers excellent customer service and a luxurious brand experience. This too helps to increase sales – but more than that, it drives word of mouth, helping Fromanteel build its reputation and constantly attract new customers.

Going community-owned

By 2020, Fromanteel became 100% direct-to-consumer. That’s also the year the company opened its doors for investments.?

From day one, it had been Fromanteel’s goal to become a community-driven company. For Alfredo and Martijn, their customers are not simply customers. They are Fromanteel's most important ambassadors; the people the brand turns to in order to share its mission and vision all over the globe. So sharefunding and shared ownership seemed like just the right approach for the company. And the public agreed! Fromanteel welcomed over 400 co-owners on board and raised €800,000 in its first investment round.

Now, the company has opened up its second round of sharefunding – and it’s proving just as successful, if not more so. In only 3 weeks, close to €950,000 worth of shares was reserved.??

As you can see, Fromanteel has an impressive track record and reputation, so don’t miss out on your chance of sharing in the company’s success.

Ready to become a co-owner of an established watch company with incredible growth potential?

Register now: https://investor.fromanteel-watches.com/?