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Three Daniel Wellington watches on black wood

The History of Daniel Wellington and the $200 Million Dollar Business


It all started when avid traveller Filip Tysander took a break from marketing to go backpacking in Australia. Somewhere along the way, he met an intriguing gentleman from the British Isles who exuded an innate sense of impeccable, unfettered style. Standing out amidst the gentleman’s get-up was his particular fondness for wearing vintage watches combined with old NATO straps. Tysander had never seen anything like it and a revolution was born right then and there in his mind: refined minimalistic watches with interchangeable straps. He went home and launched a company based on the concept, never forgetting the gentleman who inspired it all. That gentleman’s name was Daniel Wellington.

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Close up of man’s hand wearing Daniel Wellington watch
Daniel Wellington Watch | Image: Daniel Wellington

Cut to five years later and Tysander’s Swedish watch company Daniel Wellington(DW for short) is riding the wave of consumer demand for cheap luxury all the way to the top. In 2015 alone it generated over $200 million in sales to become one of the fastest growing watch-makers in recent history.

Such momentum is a dream come true in the literal sense, and moreover a prime example of a company doing something first and doing it best. And while countless cash-grabbing imitators have been spawned in the wake of Tysander’s simple but sophisticated approach, virtually none of them match his absolute commitment to making a worthy product at an affordable price.

Three Daniel Wellington watches in their packaging on black wood
Daniel Wellington Watches | Image: Daniel Wellington

What further separates DW from the pack is the method of combining traditional standards of craft with new techniques in global marketing. The company began as a web shop for instance and grew from there, using social media exclusively to become the worldwide presence it is today. Social media is in fact still the primary boost behind the company’s meteoric rise. The website alone generates over 7 million hits per month and the Instagram page has over 2 million followers. Throw in an iconic product with instant brand recognition and we’re looking at a bar-raising behemoth. And to think it all began with an enigmatic British gentleman named Daniel Wellington, who wore vintage watches with weathered NATO straps.

Product image of Classic St. Mawes 40mm watch with plain white background
Classic St. Mawes 40mm | Image: Daniel Wellington

We had the privilege of checking out two of DW’s signature models recently and our expectations were duly exceeded. First up was the Classic St. Mawes 40mm. The look and overall feel of the watch really capture the essence of the brand even when you take the interchangeable straps out the equation. The thin, durable, eggshell white face radiates purity and elegance, flaunting the kind of prestige that transports you to a Mad Men era cocktail lounge if only for a moment. Keeping time is the distinguished internal movement of gold-toned Japan-made quartz. No digits. No screens. Just beautiful slivers of gold and a tiny, quiet battery.

Product image of Classic 40 Canterbury Rose Gold White watch with plain white background
Classic 40 Canterbury Rose Gold White | Image: Daniel Wellington

Model Name: Classic Canterbury 
Case diameter:
36mm / 40mm
Colour: Rose Gold / Silver
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)
Price: from AU$249

BUY IT HERE

Product image of Classic 40 Durham Rose Gold White watch with plain white background
Classic 40 Durham Rose Gold White | Image: Daniel Wellington

Model Name: Classic Durham
Case diameter: 36mm / 40mm
Colour: Rose Gold
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)
Price: from AU$319

BUY IT HERE

Product image of Classic 40 Glasgow Rose Gold White watch with plain white background
Classic 40 Glasgow Rose Gold White | Image: Daniel Wellington

Model Name: Classic Glasgow
Case diameter: 36mm / 40mm
Colour: Rose Gold / Silver
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)
Price: from AU$279

BUY IT HERE

Product image of Dapper St Mawes 34 Silver White watch with plain white background
Dapper St Mawes 34 Silver White | Image: Daniel Wellington

Next up was the Dapper St. Mawes 34mm. Being that DW is a company priding itself on subtlety, the Dapper model was similar to the Classic with small variables making all the difference in the world. The beautiful quartz hands, for example, are a stunning shade of deep blue. Instead of small bold lines to mark the hour, there’s a circumference of ornate Roman numerals, as well as a date display at the bottom. It comes with a choice of a silver or rose-gold case and, as always, the smooth leather straps are interchangeable.

Product image of CDapper Durham 36 Rose Gold White watch with plain white background
Dapper Durham 36 Rose Gold White | Image: Daniel Wellington

Model Name: Dapper Durham
Case diameter: 36mm
Colour: Silver
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)

BUY IT HERE

Product image of Classic 36 Sheffield Rose Gold White watch with plain white background
Classic 36 Sheffield Rose Gold White | Image: Daniel Wellington

Model Name: Classic Sheffield
Case diameter: 36mm
Colour: Rose Gold
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)

BUY IT HERE

Product image of Dapper 36 Bristol Rose Gold White watch with plain white background
Dapper 36 Bristol Rose Gold White | Image: Daniel Wellington

Model Name: Dapper Bristol
Case diameter: 36mm
Colour: Silver
Movement: Japanese Quartz Movement
Water resistance: 3 ATM (rain resistant)

BUY IT HERE

Three Daniel Wellington watches on black wood
Daniel Wellington Watches | Image: Daniel Wellington

These days, most companies are racing to add a zillion new features onto every gadget. We’re personally thankful that some companies go in the opposite direction, asking themselves what they can take away in order to achieve the best results. And when you see minimalism done well, you get filled with an indescribable sensation, a revelation of being, as if the product has transferred the aura of all those things left unsaid directly into your soul. DW firmly understands that less is more, a philosophy that will bring them tons of success in the years to come.

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