Key takeaways
• Niton successfully relaunched its brand, fully allocating its 38-piece inaugural PRIMA Souscription series within just 10 days.
• The brand is expanding its global footprint by establishing six inaugural retail partnerships across the United States, Europe, the Middle East, and Asia.
• Following strong collector interest during Geneva’s watch week, Niton is already developing small production series for 2026 and subsequent product chapters.
Key Takeaways:
- International relaunch of the brand on February 5th: 38 pieces fully allocated within 10 days of launch. The two numbered Souscription series of the brand’s inaugural model, the PRIMA, limited to 19 pieces in platinum and 19 in rose gold, were fully allocated to a community of some of today’s most prominent international watch collectors.
- 250+ qualified visitors at the Old Town pop-up in Geneva: during Geneva’s watch week, the Old Town pop-up welcomed approximately more than 250 visitors, including a significant proportion of leading international collectors, who came to discover the brand’s universe, its history, and PRIMA in person.
- Within just a few weeks, NITON received more than 20 retailer applications. Only six partners were selected for the brand’s initial retail presence across all geographic regions. A selection process ensuring a balanced geographic footprint across Europe, the United States, the Middle East, and Asia.
- A new chapter already in development, driven by collector enthusiasm and rapid international expansion, the Maison is already working, alongside upcoming deliveries, on series versions and the next product chapter, both of which are already underway.
(GENEVA) – In just 12 weeks, Niton’s renaissance has accelerated from launch to international presence. Following the remarkable reception of PRIMA, co-founders Leopoldo Celi and Yvan Ketterer confirm the opening of six inaugural retailers across the United States, Europe, the Middle East, and Asia, expanding the brand’s ability to connect with the collector community while preparing the next chapter after the two numbered Souscription series.
“Everything is happening faster than we expected. We never imagined the Niton community was this alive and this touching. It’s moving to see how many people discovered Niton and fell under its spell. The pace surprised us, but the direction is clear: we build slowly, with people we trust, and we let the object carry the meaning,” says Leopoldo Celi.
A Future Written in Conviction
Niton approaches watchmaking as an emotional discipline: an object of meaning, shaped by a clear creative vision rather than by passing momentum. The brand’s signature philosophy, ART + PRECISION, guides every decision through a coherent design language in which restraint becomes a signature, and the strongest details reveal themselves over time.
Technique and finishing remain essential, yet always in service of proportion, presence, and feeling, never as display. The result is a rare kind of luxury: one that will be recognized instinctively and spark emotions.
“We believe that a watch should never look like it’s trying. When craftsmanship becomes performance, when a detail exists to shout, it doesn’t belong on a watch. We are not trying to impress or convince anyone; our focus is on building something meaningful,” says Yvan Ketterer.
From Geneva to the World
Niton’s acceleration took shape publicly during Geneva’s April watch week, where the brand hosted a pop-up in Geneva’s Old Town, welcoming significant international traffic and introducing PRIMA to collectors and press in person. That first physical encounter allowed experiencing the watch directly, its proportions, architecture, and precious-metal presence.
It is this experience, translated into additional interest in the brand’s creations, that led the Niton to internationalize earlier than anticipated. Less than four months after launch and following the strong commercial success of the first numbered Souscription series, Niton confirms the creation of an international network of six inaugural retail partners, selected to provide a balanced geographic footprint across the United States, Europe, the Middle East, and Asia.
“Building with the right retailer was always part of the plan, because a brand is built through relationships, through places that can carry its story and values over time. Our partners help collectors discover the world of Niton and offer guidance when it matters. We build with people we trust, and who understand our vision, because great retailers don’t just sell watches, they protect what they stand for,” says Leopoldo Celi.
These partners will represent Niton for its next chapter: the introduction of a small continuation series based on the PRIMA and the development of Niton’s long-term presence, with a shared commitment to enduring value.
From West to East, in the United States, Collective Horology in Ventura (CA) and EsperLuxe in Boston (MA); in France, Chronopassion in Paris; in Italy, Verga 1947 in Milano; in the UAE, Seddiqi in Dubaï; and in Hong Kong, Swiss Prestige.
Each shared what led them to partner with Niton.
Asher Rapkin, Co-Founder at Collective Horology in California: “When we had the opportunity to see the Niton Prima, we instantly knew that we had to represent the manufacture. We firmly believe that watchmaking is an incredible platform for storytelling, and the Prima does just that. While it’s an elegant and refined watch, it contains multitudes – from its deep history to its modern, Geneva-sealed movement, the Prima is unlike anything else on the market today. We are honored to partner with Niton on their return to the US market.”
Christopher Daaboul, Founder at EsperLuxe in Boston: “At EsperLuxe, we believe the most compelling independent brands are built on more than just great products. What drew us to Niton was the combination of a distinct identity, a clear vision, and a product that feels genuinely thoughtful in today’s independent watch landscape. Equally important was the history behind the name and the people carrying that vision forward with authenticity, passion, and a long-term perspective. There’s a genuine sense of purpose behind what Niton is building, and that immediately resonated with us. We’re proud to join Niton as a retail partner and excited to introduce the brand and its philosophy to collectors in North America.”
Laurent Picciotto, Founder and Owner at Chronopassion in Paris: “Niton struck me like a genuine horological shock. Rarely has a watch felt so self-evident to me: a radical design, a movement conceived entirely for the piece, and above all, a perfect coherence between mechanics and aesthetics. It is precisely this approach that makes Niton profoundly disruptive today. At Chronopassion, we always stand behind strong visions—and this one naturally asserts itself as among the most striking of recent years.”
Umberto Verga, Owner at Verga 1947 in Milano: “We decided to add Niton to our offering because I saw something different yet credible. A product with the right proportions, a distinctive movement, and a verifiable story. After experiencing it firsthand in Geneva, ignoring it would have almost been a strategic mistake.”
Mohammed Abdulmagied Seddiqi, Chief Executive Officer at Ahmed Seddiqi & Sons in Dubaï: “We chose to collaborate with Niton because the brand represents a rare combination of historical legitimacy, independent watchmaking spirit, and distinctive design language. Their revival of a historic Geneva maison with a strong focus on jump-hour complications, artisanal finishing, and limited production aligns closely with our appreciation for authentic horology and meaningful storytelling. For us, it is about supporting watchmakers that bring originality, emotion, and long-term collectibility to modern horology.”
Jacqueline Ng, Managing Director at Swiss Prestige in Hong Kong: “A unique legacy in chronometry, featuring a marvelous, transformative design, Niton carries a strong dialogue throughout its mechanism and Art Deco aesthetic. Niton Prima is a promising beginning, backed by reliable management. We are committed to the brand and motivated to bring it to Hong Kong.”
PRIMA, The Flagship
PRIMA symbolizes Niton’s rebirth and the opening of its next chapter. Conceived as the brand’s signature, it captures Niton’s roots and modernity in a single archetypal creation, intended to become an iconic cornerstone of the brand’s contemporary history. PRIMA was designed from the outset as a contemporary interpretation of Niton’s heritage, built on three essential threads of continuity:
- The Niton display, registered in 1928, is so distinctive that the dial requires no logo to be recognized.
- A Geneva Seal form movement to fit the case, echoing Niton’s historic role in Geneva watchmaking and the standards that shaped its legacy.
- An artistic design, translating the elegance and modernity of historic Niton pieces into a rigorous contemporary form.
The inaugural Souscription series, limited to 19 pieces in Platinum and 19 in Rose Gold, has been fully allocated. Those who secured the early numbered series will enter the brand’s closest circle and will be considered ambassadors of the story now unfolding.
Building on this foundation, Niton is transitioning into a small production series for the end of the year, representing the total capacity and allocation for 2026. It will extend the design language of the PRIMA while focusing on its essential characteristics. These pieces will follow the same creative discipline, ART + PRECISION, restraint, and unexpected depth, as Niton continues to refine its platform with consistency and long-term intent.
“Consistency is our provocation. We’d rather refine an idea than replace it. We’re not chasing the next thing, and our goal isn’t to follow taste. We’re building the thing you’ll still want next decade, the watch you will keep when tastes change,” says Yvan Ketterer
About Niton
Founded in Geneva in 1919, Niton is a historic watchmaking name rooted in the city’s tradition of precision and refinement. Revived by co-founders Leopoldo Celi and Yvan Ketterer, the brand builds on a disciplined design language defined by ART + PRECISION, creating emotionally resonant objects shaped by mechanical exactitude and creative restraint. Niton PRIMA is the flagship timepiece of the rebirth and the archetype of its contemporary design ethos. It connects past and present through Niton’s signature jump-hour display, registered in 1928; a movement crafted to Geneva Seal standards; and a novel architecture echoing the elegance and modernity of historic Niton creations. Niton is establishing a network of six inaugural retail partners across the United States, Europe, the Middle East, and Asia, supporting the brand’s long-term development through trusted, values-aligned representation.
