Chrono24 Launches Global Campaign and Brand Refresh with ‘Time Is Our Thing’

Chrono24, the world’s largest dedicated online marketplace for luxury watches, has unveiled a new visual identity and international brand campaign under the name ‘Time Is Our Thing’. The move marks a significant step in the platform’s evolution as it seeks to consolidate its position at the forefront of the global watch ecosystem.

A Platform Born from Collector Culture

Established in Karlsruhe, Germany, in 2003, Chrono24 was created to bring transparency and global accessibility to the often fragmented luxury watch market. In the two decades since, it has developed into a trusted environment for collectors, retailers and private sellers to transact with confidence. The site lists approximately 560,000 timepieces at any given moment, representing a wide range of brands, price segments and historical periods.

Chrono24's inventory covers everything from brand-new Rolex and Patek Philippe references to discontinued icons and rare independents. Its listings span over 120 countries, with robust infrastructure for international logistics and customer service. The platform supports 22 languages, accommodates more than 30 currencies and integrates payment security via an escrow system, which holds funds until the buyer confirms receipt of the watch in satisfactory condition.

Growth Backed by Strategic Investment

The company has raised more than €100 million in investment over several funding rounds. Backers include Insight Partners, General Atlantic and Aglaé Ventures, the latter being affiliated with Groupe Arnault, the family office of Bernard Arnault. In 2023, footballer and entrepreneur Cristiano Ronaldo acquired a stake in Chrono24, further elevating the platform’s global visibility.

The involvement of institutional investors has enabled Chrono24 to scale both its technological infrastructure and customer-facing capabilities. The company employs a global workforce of over 350 staff across offices in Karlsruhe and Berlin, with satellite operations in Hong Kong, Tokyo, New York and Miami.

Design Evolution and Brand Strategy

The rebranding initiative includes a newly designed logo, a simplified colour palette and a unified visual style across digital channels. However, the changes extend well beyond aesthetics. The ‘Time Is Our Thing’ campaign is the cornerstone of a broader shift towards experience-led engagement. The campaign draws on real user stories and collector insights gathered from Chrono24’s community of over 600,000 Instagram followers and tens of thousands of active contributors on its Watch Collection feature.

This watch collection tool, launched in 2019, allows users to manage and track the estimated market value of their personal collections. It is now used by over one million collectors worldwide and has become a significant data source on collector preferences, pricing trends and emerging demand.

The campaign is designed to resonate with a wider demographic, including younger and digitally native collectors who have entered the market through modern brands or resale channels. It aims to align Chrono24 with the lifestyle dimension of watch collecting, not just its transactional core.

Commitment to Trust and Transparency

Trust has always been a central tenet of Chrono24’s model. The platform verifies professional dealers, offers optional authentication through its network of partner watchmakers and includes buyer protection measures. It has also invested in machine learning to assist with fraud detection, listing verification and market price estimation.

Chrono24 publishes detailed reports on industry pricing, supply and demand, providing transparency for users and acting as a reference point for both buyers and sellers. In an increasingly active and sometimes speculative secondary market, such data-driven tools are vital in maintaining consumer confidence.

Navigating the Next Phase of Watch Culture

The global watch market is undergoing a generational and structural shift. Interest in independent watchmaking, the growth of online communities and the professionalisation of pre-owned sales have redrawn the traditional retail landscape. Chrono24 has positioned itself to serve both the legacy enthusiast and the new collector, acting as both marketplace and media outlet.

In addition to its core platform, Chrono24 has invested in editorial content, trend analysis and collector services, offering a more holistic approach to horological engagement. Its hybrid model blends e-commerce with community, positioning the company not just as a sales platform but as an ecosystem for education, discovery and long-term collecting.

The launch of ‘Time Is Our Thing’ reinforces this evolution, presenting Chrono24 as a brand rooted in the culture of timekeeping — not only facilitating access to watches, but celebrating the stories and people behind them.