Chrono24 launches Indie Brands Initiative – independent watchmakers gain direct access to the world's leading online marketplace for luxury watches

• Independent watchmakers will be able to sell directly to consumers on Chrono24 – with dedicated brand pages, their own listings, and Buyer Protection.
• As main sponsor of Chronopolis, Chrono24 underlines its commitment to independent watchmaking.
• A permanent, curated Indie Brands destination on Chrono24 is planned for later this year.

Karlsruhe, April 13, 2026 – Chrono24, the world's leading online marketplace for luxury watches, is launching an initiative to support independent watchmakers – a meaningful step in expanding how collectors discover watches. With the Indie Brands Initiative, Chrono24 is creating a curated destination that gives independent watchmakers their own space inside the world's most trusted watch marketplace – with custom brand pages and access to nine million monthly visitors.

Why independent brands and why now

Indie brands represent some of the most interesting, creative, and technically ambitious watches being made today. Until now, they had little direct presence on Chrono24. Buyers searching for them would mostly find listings from private resellers rather than the brands themselves. The Indie Brands Initiative changes that by giving independent watchmakers their own curated space on the platform and connecting them directly with collectors.

Indie brands will be able to present their story, identity, and timepieces on a dedicated brand page that reflects their unique style. Listings will appear under the brand's own name, with the full trust infrastructure of the marketplace behind them: verified seller status, buyer protection, and the credibility that comes with being part of the world's leading online marketplace for luxury watches. This lowers the barrier for smaller makers to reach collectors worldwide – and sets a new standard for how indie watches are sold online.

Chronopolis: A shared commitment to independent watchmaking

As main sponsor of Chronopolis, the premier independent watch fair in Geneva (April 14-18), Chrono24 will use the five days to connect with independent watchmakers, explore collaborations, and establish first partnerships. A dedicated indie brands hub on Chrono24 will go live alongside the event, giving first partner brands immediate visibility on the platform. Later this year, the initiative will launch as a permanent, curated destination on the marketplace, designed for discovery.

Tom Beitschall, General Manager EMEA at Chrono24: “Independent watchmakers are producing some of the most compelling work in the industry, but reaching a global audience remains a challenge for many. This initiative gives them the platform, the visibility, and the trust infrastructure to connect directly with collectors and watch enthusiasts worldwide. Chronopolis is the perfect place to start building these partnerships and deepen our ties with the indie watchmaking community.”