The Timex Daniel Wellington acquisition is now complete. On July 2, 2026, Timex Group announced it owns 100 percent of the Swedish watch and jewellery brand, three years after taking an initial 25 percent stake. Daniel Wellington keeps its name, its Scandinavian design identity, and its direct consumer model. Financial terms were not disclosed.
Why did Timex Group wait three years to buy Daniel Wellington?
Because it wanted evidence, not projections. Since 2023, Timex Group has worked inside the business on product development, sourcing, brand storytelling, and commercial operations. During that period, the group also distributed Daniel Wellington in the United States, Canada, Mexico, the United Kingdom, Poland, and India. In other words, it tested the partnership in the market before buying the company.
“The more closely we have worked with the team, the more confidence we have gained in the brand’s potential,” said Tobias Reiss-Schmidt, President and CEO of Timex Group, in the announcement. He credited the Daniel Wellington team with bringing the brand back to growth. Consequently, the group is raising its investment rather than simply collecting a trophy.
What changes for the Daniel Wellington brand?
Very little at the front of house, and quite a lot behind it. Daniel Wellington will continue as a distinct brand within Timex Group. The minimalist Swedish design language stays, and so does the direct connection with consumers that built its following. However, the brand now gains access to Timex Group’s design, manufacturing, sourcing, and global distribution infrastructure.
Founder Filip Tysander, who launched the brand in 2011 to make timeless design feel personal and accessible, endorsed the deal. He said Timex Group has shown genuine respect for what made the brand special. Moreover, he called the journey from startup to global name an incredible one.
What does the deal say about fashion watches?
The category is not finished — far from it. Fashion watches were widely written off after their mid-2010s peak. Yet one of the world’s most experienced watch groups has just gone all-in on the segment’s defining brand. That is a meaningful vote of confidence. In addition, full ownership signals that Timex Group expects deeper product pipelines, steadier supply, and larger campaigns to pay off across the category.
What does the acquisition mean for Canadian jewellers?
Canada has been part of this story since the beginning. Timex Group has distributed Daniel Wellington in Canada since the 2023 partnership, and the brand sells here through its Canadian online store and independent retailers such as WATCH IT!. As a result, Canadian stockists should expect steadier supply and stronger marketing support, not a distribution shake-up. Canadian sales figures for Daniel Wellington are not publicly available; therefore, retailers should watch order books rather than headlines. For stores weighing their case space, the calculation has improved: the brand now carries the backing of a global operating platform.
FAQ
Who owns Daniel Wellington now?
Timex Group owns 100 percent of Daniel Wellington as of July 2, 2026, after completing its acquisition of the Swedish brand.
How much did Timex Group pay for Daniel Wellington?
The companies did not disclose financial terms of the transaction.
Will Daniel Wellington keep its name and design style?
Yes. Daniel Wellington continues as a distinct brand, preserving its Scandinavian minimalist design heritage and direct consumer relationships.
When did Timex Group first invest in Daniel Wellington?
Timex Group took an initial 25 percent stake in 2023 and worked alongside the brand for three years before buying the rest.
Is Daniel Wellington available in Canada?
Yes. Timex Group has distributed the brand in Canada since 2023, and it sells through its Canadian online store and independent Canadian retailers.
