Chrono24 unveils new brand identity and launches global campaign “Time Is Our Thing”

Karlsruhe, June 11, 2025 – Chrono24, the world’s leading marketplace for luxury watches, today launches its new brand identity and global brand campaign “Time Is Our Thing.” With a new logo, modernized design, and clear brand voice, Chrono24 takes a bold step in its journey to become the global default destination for luxury watches. The brand refresh is the first step in a long-term brand evolution designed to deepen engagement, strengthen partnerships, and drive sustainable growth.

“We are evolving while staying true to our roots,” says Carsten Keller, CEO of Chrono24. “This new brand identity reflects the values we have always stood for: passion, trust, and innovation in the world of luxury watches. It lays the foundation for building stronger relationships with watch lovers and partners around the world. At the same time, we want to introduce ourselves to a new, diverse generation of watch-curious newcomers – especially in key growth markets like the U.S., which is one of the most dynamic and
exciting hubs for watch culture today. In all of this, our ambition is clear: to become the default destination for luxury watches – globally.”

The rebranding strengthens Chrono24’s positioning by creating a consistent, premium, and modern experience across all touchpoints. It builds on Chrono24’s role as a trusted platform – now expressed with an upgraded, approachable, and globally resonant look and feel. At the heart of the brand refresh is the launch of the global brand campaign “Time Is
Our Thing”.

"'Time Is Our Thing’ shows how we express our love for watches – through stories, emotions, and the moments that make collecting meaningful,” says Nick de Jong, Director of Marketing at Chrono24. “The new brand platform celebrates our global community and our shared passion for watches by highlighting insightful watch moments and relatable watch behavior.” The moments featured in the campaign are inspired by cultural research,
interviews with influential voices from the global watch community and personal stories shared by Chrono24’s 600k+ strong Instagram community.

As part of its new brand platform, Chrono24 builds long lasting partnerships with internationally respected voices from the worlds of design, lifestyle, and horology. These partnerships amplify the brand’s message and help bring the new identity to life across diverse communities and creative formats – further reinforcing Chrono24’s position at the intersection of watch culture and contemporary lifestyle.Chrono24 continues to offer the largest selection of new, vintage and pre-owned luxury watches worldwide – with the same promise of security, transparency, inclusivity and inspiration. The new brand identity now reflects what Chrono24 already is: a global starting point for accessing the world of watches.

The hero video for the campaign can be viewed HERE.

About Chrono24

“Chrono24 – The World’s Watch Market” has been the global online marketplace for luxury watches since 2003. Featuring approximately 560,000 watches from around 3,000 dealers and 60,000 private sellers in more than 120 countries, the platform attracts over nine million unique visitors per month. With a vast global offering of new, pre-owned, and vintage watches, Chrono24 provides a comprehensive service portfolio, enabling buyers and sellers to conduct transactions in a trusted environment. Chrono24 employs around 350 people across its offices in Germany (Karlsruhe and Berlin), Miami, Tokyo, Hong Kong, and other locations.