Cluse is an Amsterdam-based lifestyle brand that has established a significant presence in the global watch market since its inception in 2013. Founded by Ed Postmus and Rudyard Bekker, both former lawyers from the Netherlands, the brand was created with a mission to produce elegant, minimalist timepieces that serve as versatile fashion accessories. The name “Cluse” is a tribute to the town of Cluses in France, a location with deep historical roots in the watchmaking industry.
The brand’s popularity is driven by its “quiet luxury” aesthetic, which emphasizes clean lines and sophisticated simplicity over ornate embellishments. Consumers are particularly drawn to the high degree of customization offered by Cluse watches, many of which feature an easy click-on/click-off system for interchangeable straps. This allows wearers to switch between Milanese mesh, stainless steel links, or leather bands in under a minute without special tools. While originally gaining traction as a women’s fashion label—particularly in France, where it became a top seller—Cluse has expanded its catalog to include diverse collections for both men and women at accessible price points.
Key collections for women include the La Tetragone and Gracieuse, which are recognized for their distinctive square cases, and the Minuit and Boho Chic series, which offer classic round dials. The brand also offers more unique silhouettes like the oval L’Ovale and the rectangular Fluette and Belisenna. For men, the Aravis collection provides a traditional minimalist look, while the Vigoureux series features a more robust, masculine design with integrated bracelets. Many models also include functional features such as chronographs or multifunction dials, typically powered by reliable Japanese quartz movements housed in durable stainless steel cases.
