We use cookies to communicate with your browser and identify who you are. You can read more about exactly what we use them for or hide this message
  • Language
  • Currency

Boom Watch Company AB (Publ)

A modular watch concept with a scalable business model

THE ONLY WATCH BRAND WITH HIGH GRADE RETURNING CUSTOMERS
Boom Watch Company offers the next generation of fashion watches, based on a modular concept with the opportunity to create a unique accessory that suits every conceivable occasion. Our key performance indexes (KPI's) are outstanding with high level of returning customers, very low grade of returns and amazing reviews from satisfied customers. The business model is digital, and we control the full value chain from production to end consumer. Products are sold online through boomwatches.com and at selected retailers such as the Danish design store Illums Bolighus.

Investor proposal

WE OFFER YOU TO BECOME A SHAREHOLDER AND JOIN OUR JOURNEY
Welcome to join with an investment of SEK 1 980 (600 shares) and upwards. We have achieved amazing KPI's, already after 18 months from our launch where customer loves our product and return to make additional purchases, we have an extraordinarily low return grade and receive amazing reviews from our customers. On top of that, we have a digital business model that is scalable international. All development costs are taken and we have daily revenues.
The shares are registered on Euroclear (ISIN SE009806185). The shares will be delivered to your custody account and our financial team will ask you for your account number once we confirm your investment. The Company has one serie of shares, A-shares, and each share entails one (1) vote. At the Annual General Meeting, each voter may vote for the full number of shares that they own or represent.

Product

The problem this product solves

MASS CUSTOMIZATION; A GLOBAL MEGA TREND
Today’s market largely demands individually tailored products. Brands like Ray Ban, Nike, Louis Vuitton offers it and brands like Spotify and Netflix have successfully made customizations industry standard! There are numerous of successful companies offering customized in the fast-pasted fashion industry, but for any reason, fashion watches still remains traditional and do not meet the demand from the market, where individuals strive to create their own unique style.

How the product solves it

A MODULAR CONCEPT, BASED ON A SCALABLE BUSINESS MODEL
Boom Watch Company has developed a modular fashion watch that allows consumers to create their own unique watch. Simply change one or more parts of the watch according to occasion or mood to suit your individual taste and style. The watches can be adapted to follow fashion trends and to suit individual tastes and we can produce very small series of limited editions. Customer can choose to create their own personalized watch and/or Gift Box or choose any of the pre-designed items available on boomwatches.com.

Product features

NEXT GENERATION OF FASHION WATCHES
We love to challenge the traditional industry to meet the demand from today's customers! The watch contains of four different parts; dial, case, top ring and strap and it only takes a couple of seconds to assemble the watch. The watch can be assembled over and over again to match your outfit of today. We offer our customers the opportunity to create their own unique timepiece or by any of our pre-designed watches and/or Gift Boxes.

Product use cases

MATCH THE WATCH WITH YOUR DAILY OUTFIT
Boom Watch Company has created an innovative product that can easily change the look and fit to any conceivable occasion, in the office, nightclub or holiday. Some of our customers are satisfied with the possibility to create their own personal watch and some customers prefer to match their watch with their daily outfit and build up a small collection of parts that they can combine.     

Team

Niklas Dahlgren avatar
Niklas Dahlgren Founder / CEO
Niklas brings a high-profile background to the table, having been the man behind many brands and successes, such as Storm in the Nordics, a successful roll-out with Lambretta internationally and huge success with Gant Time internationally. This latter company was later sold at a great valuation. Niklas is a driven ... See more
Niklas brings a high-profile background to the table, having been the man behind many brands and successes, such as Storm in the Nordics, a successful roll-out with Lambretta internationally and huge success with Gant Time internationally. This latter company was later sold at a great valuation. Niklas is a driven individual with a passion for all things retail and an entrepreneurial vision that enables him to perceptively identify products with a high level of potential. Niklas work full time for Boom Watch Company. See less
Therese Segerberg avatar
Therese Segerberg Chairman
Therese has over 20-year’s experience in finance and management with a background as auditor, controller and CFO. Last year Therese has worked with consumer brand such Make Up Store, Gant and Fazer. Current position: CFO at eEquity - one of the most active investors in the Nordic countries.
Hans Christopher Toll avatar
Hans Christopher Toll CFO & Investor
Hans Christopher "HC" Toll has more than years’ experience in accounting and business controlling, from many industries including retail. HC worked four years as CFO of KIN Group, the holding company including Swedish watch and accessory brand "Ur & Penn", the Dutch accessory and watch brand "Lucardi" as well as ... See more
Hans Christopher "HC" Toll has more than years’ experience in accounting and business controlling, from many industries including retail. HC worked four years as CFO of KIN Group, the holding company including Swedish watch and accessory brand "Ur & Penn", the Dutch accessory and watch brand "Lucardi" as well as (then) the Dutch discount store chain "Kijkshop". HC has worked as business controller or CFO for startups, starting in 1999 and with the last assignment being the part time CFO of FundedByMe from February 2015 to August 2016. HC work part time for Boom Watch Company. See less
Daniel Jakobsson avatar
Daniel Jakobsson Creative Director
Experienced designer with long track record of working in the design industry. Skilled in R&D, digital visualization (Art direction, graphic design, 3D visualization), Web design and brand building. Background as Head of Design for Axcent of Scandinavia, joining the young company in its fledgling stages, seeing it prosper and grow ... See more
Experienced designer with long track record of working in the design industry. Skilled in R&D, digital visualization (Art direction, graphic design, 3D visualization), Web design and brand building. Background as Head of Design for Axcent of Scandinavia, joining the young company in its fledgling stages, seeing it prosper and grow into a leading player in the fashion watch industry. He has since then developed the accessory brand Nic & Friends. Daniel works full time for Boom Watch Company. See less
Sandra Miller Kinge avatar
Sandra Miller Kinge Marketing & Social Media
With over 15 years of experience from PR, marketing and business development from companies as MTG, Apollo, Ving, TV4, Birka Cruises and Telenor Sandra brings knowledge of e-commerce and brand building to Boom Watches. Working with personal branding and career advice in general for Måns Zelmerlöw, Loreen, Marie Serneholt, Robin ... See more
With over 15 years of experience from PR, marketing and business development from companies as MTG, Apollo, Ving, TV4, Birka Cruises and Telenor Sandra brings knowledge of e-commerce and brand building to Boom Watches. Working with personal branding and career advice in general for Måns Zelmerlöw, Loreen, Marie Serneholt, Robin Bengtsson and profiles within sports she also is updated on how to build relevant content and success in social media. From companies such as Apollo, Viasat and Birka Cruises she is well experienced in working with target group analyses for brand and sales. Sandra work part time for Boom Watch Company See less
Peter Eriksson avatar
Peter Eriksson Operations/Influence Marketing
Peter has an extensive e-commerce experience. He became the third owner in Nelly.com 2003. As acting COO, Peter where one of the key managers from a small start-up to a global e-commerce company with 150 MUSD in revenues. Peter runs an outsourcing company in the Philippines with some of the ... See more
Peter has an extensive e-commerce experience. He became the third owner in Nelly.com 2003. As acting COO, Peter where one of the key managers from a small start-up to a global e-commerce company with 150 MUSD in revenues. Peter runs an outsourcing company in the Philippines with some of the biggest and most successful Swedish e-commerce companies as clients. Peter and his team will run back office operation for Boom Watch Company and scale up the influence marketing efficiently. See less
Johan Jörgensen avatar
Johan Jörgensen Advisor & Investor
With 20+ years of experience in the Internet sector, Johan coaches and invests in Internet companies with scalable and disruptive capabilities. Johan was involved in the early stage once the company was developed and hold a passive role in the Company today acting as advisor, creative and coaches the CEO ... See more
With 20+ years of experience in the Internet sector, Johan coaches and invests in Internet companies with scalable and disruptive capabilities. Johan was involved in the early stage once the company was developed and hold a passive role in the Company today acting as advisor, creative and coaches the CEO with insights from the internet sector. See less
Tomas Bennich avatar
Tomas Bennich Advisor & Investor
Tomas has built up a great international contact network that really can help scaling start-ups and introducing and matching start-up to international players. (Tech scouts, venture capital, media houses, global tech brands, big corporates etc) Tomas is working as a network hub for innovation scouting, finding and helping start-ups.
Britta Dalunde avatar
Britta Dalunde Advisor & Investor
Britta has extensive experience with senior positions at board level in many industries. Britta has been Chief Financial Officer of SJ and has experience at board level in companies such as Boule Diagnostics, HANZA Group, Chorus AB, Oniva Online Group, Cereb and HH Ferries.
Henrik Nordling avatar
Henrik Nordling Advisor & Investor
Henrik has more than 36 years in the financial industry with senior positions at Cheuvreux Nordic, Matrix Fonder and TAA Capital. He has a very broad knowledge of investment management and is currently running an independent advisory firm focusing on strategic work, risk management and procurement for asset owners. Clients ... See more
Henrik has more than 36 years in the financial industry with senior positions at Cheuvreux Nordic, Matrix Fonder and TAA Capital. He has a very broad knowledge of investment management and is currently running an independent advisory firm focusing on strategic work, risk management and procurement for asset owners. Clients include Pension Funds, Foundations and Local Councils. See less
Daniel Larsson avatar
Daniel Larsson Advisor & Investor
Daniel has a background as an entrepreneur and has previously been involved in the process of launching a number of companies, such as Avito, Payson and Mrbid. Daniel has been Marketing Manager and held senior positions in companies such as Payson, eBay, Tradera, CDON Group. He is currently acting as ... See more
Daniel has a background as an entrepreneur and has previously been involved in the process of launching a number of companies, such as Avito, Payson and Mrbid. Daniel has been Marketing Manager and held senior positions in companies such as Payson, eBay, Tradera, CDON Group. He is currently acting as Marketing Manager for Gymgrossisten / Bodystore.com. See less
Michael Brandt avatar
Michael Brandt Sales
Michael's talent is bringing Boom Watch Company to the marketplace. He is very familiar with the sales environment for similar luxury items, having championed brands such as Iittala, Georg Jensen and Secrid Wallets. Michael work part time for Boom Watch Company and focus mainly on the Scandinavian market.
Robert Gustafsson avatar
Robert Gustafsson Advisor & Investor
Robert has an extensive experience on senior level from different industries such as media, online business, e-commerce. Robert had senior positions in companies such as Metro (Kinnevik), Bygghemma Group, BetWin, PokerStars, and InProdicon. Robert is today an active investor in several different online companies.

Market

Target Market

FASHION INTERESTED AUDIENCE
There is an ongoing change in the retail environment, where numerous of fashion brands with a digital business model have gained tremendous success during last years. It's clear that brands with strong digital focus gain success, reaching out for a new segment customer with online shopping habits. Our typical customer are urban, self-confident men and women between 25 - 35 years with a genuine interest in design and fashion. Majority of our sales is carried out on the Scandinavian market, while we have a
rapidly growing international interest, especially from english speaking markets like UK and US.

Competitive landscape

COMPETITIVE LANDSCAPE WITH TRADITIONAL FASHION WATCHES
The segment of traditional fashion watches has become a very competitive during last years. Majority of the brands follow same pattern and launch a basic website with standard products and push for their products through social media. Very few of these brands have gained success. The successful brands have challenged the traditional industry and there are some great examples of success stories. We, at Boom Watch Company, challenge the industry with our innovative and smart modular concept with attractive qualitative watches at an affordable price point.

Unique differentiator from competitors

HOW WE DIFFERENTIATE OURSELVES FROM THE COMPETITION
We have developed a unique concept of modular fashion watches. The concept is flexible and novelties and/or new features can be added with short notice. Our customers are loyal and returns to make additional purchases which, we would say, is very rare in the watch industry. Furthermore, our customers become ambassadors showing their watch for friends and family. Novelties are launched on weekly base giving our customer an amazing range of different products. Smartness will soon be added with Fidesmo's contactless payments solution.

Company revenue streams

ONLINE IS OUR MAIN REVENUE CHANNEL
We focus on direct-to-consumer sales through our own controlled sales channel boomwatches.com along with partnership with carefully selected retailers. Approximate 90% of our sales are done online and 70% of the sales origin on the Scandinavian market as of today. We ship all orders from Sweden and deliver almost worldwide in 1-3 days.

Product/service distribution

WE BELIEVE IN E-COMMERCE AND DIGITAL BUSINESS MODELS
Our e-commerce sales direct to consumers is our most important sales channel, built on proven result driven marketing models with attractive margins and a scalable business model. Offline sales will initially be done through carefully selected retailers on strategic important markets in Scandinavia and Northern Europe. Once we outperform our sales targets, the international expansion will begin, with sales initially carried out through the founders’ global network of distributors, created during +25 years in the industry.

Execution

Previous milestones/traction

ACHIEVEMENTS
  • 2016 Q1 - Successfully closed campaign on FundedByMe
  • 2017 Q2 - Launch of E-com platform
  • 2017 Q3 - Reach of +100 000 sessions
  • 2017 Q4 - Launch of Ladies range (36 mm model)
  • 2018 Q2 - Optimize e-com platform & conversion
  • 2018 Q4 - Partnership with Youtuber 'Matgeek'
  • 2018 Q4 - All time high sales record
  • 2019 Q1 - Novelty launches weekly - Weekly Drops!
  • 2019 Q1 - Same quantity of orders in Jan 2019 as Jan - Mar 2018

Next key objectives

TARGET 100MSEK IN REVENUES 2021, WITH 20% EBIT
2019...........................10 MSEK / 0,1 MSEK EBIT
2020...........................50 MSEK / 4,0 MSEK EBIT
2021.........................100 MSEK / 19,5 MSEK EBIT

Our key figures have reached a level where it's time to scale up the business:
ROAS - Return On Ad Spend...................259 % (E-com related Ad Spend)
CAC - Customer Acquisition Cost............SEK 353
(Outcome 2018)

EXPANSION PLAN
2019..........................Scandinavia, UK & US
2020..........................Europe & China
2021..........................Asia
We anticipate that it takes 2 - 3 years for a new market to reach attractive volumes!

Previous Financing

The company was founded through a successful campaign on FundedByMe 2016.

PREVIOUS SHARE ISSUES
2016.............................5.0 MSEK
2017.............................5.4 MSEK (Partly through a convertible)
2018.............................2.7 MSEK (Partly through offset issue)

LOANS
Loan from Almi............0.5 MSEK
Private lenders............0.3 MSEK

USE OF RAISED CAPITAL
Financial costs...........2.8 MSEK
Marketing...................2.0 MSEK
Operational................1.3 MSEK
Inventory....................2.0 MSEK
Staff...........................3.2 MSEK
Web...........................1.8 MSEK

Partnerships

Facebook, Instagram and social media in general are our main channels to drive traffic and continuously work to improve our KPI's.

SOCIAL MEDIA ECO SYSTEM
// Ambassadors and celebrities take inspiring pictures of the products and post on their Instagram page, reaching out to their followers.

// The inspiring pictures and content create a pyramidal viral spread, generating more ambassadors, followers, customers and sales. 

STRATEGIC PARTNERSHIP
// We believe in long term partnership and will roll-out partnership with a couple of carefully selected partners during 2019.

We challenge the traditional industry and prefer to reach out through new innovative ways.

Use of funds

USES OF FUNDS
We seek capital to finance our international expansion. We have monthly costs on approximate 250ksek + marketing investments. We reach break-even once monthly sales reach about 300 - 400tsek and our plan is to reach break-even in 2019. As sales increase, we expect our costs to remain on similar level, which makes that we rapidly approaching break-even once sales increase. Based on the amount reached, the business will be scaled-up accordingly.     

AMOUNT REACHED: 1.0MSEK
  • Inventory..........................10%
  • Marketing.........................40%
  • Running expenses...........40%
  • Development....................10%

AMOUNT REACHED: 2.0MSEK
  • Inventory..........................12%
  • Marketing.........................55%
  • Running expenses...........25%
  • Development......................8%

AMOUNT REACHED: 3.0MSEK
  • Inventory..........................15%
  • Marketing.........................57%
  • Running expenses...........20%
  • Development......................8%

Industry Certifications/Awards

WE ARE THE ONLY* WATCH BRAND WITH HIGH GRADE RETENTION
  • 4% of our customers make another purchase within 60 days
  • 8% of our customers make another purchase within 12 months
  • 1% of our customers make three or more purchases within 12 months
* Based on our knowledge of +25 years in the watch industry

Return on Investment

IPO READY IN 18 - 24 MONTHS
The issue is being implemented to ensure financial resources for our coming expansion. We have the objective to be ready for listing the stock at an appropriate trading venue within 18 - 24 months’ time  horizon, once the company has a positive cash flow and the business is steady.

Risk Analysis

Any innovative company is inherently a risk; this comes with the nature of the beast. However, we strongly believe that Boom Watch Company’s unique concept and experienced team minimize the risks and enhance the opportunities. With a large number of returning customer, low grade of returns and satisfied customers, we have proof-of-concept for the product. One of the major risks is that the watch industry is crowded, and it can be costly to get the reach that is necessary to build the brand globally.