Jules van Helvoort is a Dutch entrepreneur and co-founder of Maen, an independent watch brand based in Stockholm, Sweden. His professional background includes a shared interest in horology and watch collecting, which became the catalyst for his transition into the watchmaking industry.
In 2017, van Helvoort co-founded Maen alongside Sebastiaan Cortjaens. The two founders, both Dutch nationals living in Stockholm at the time, decided to establish the brand after realizing they shared a vision for creating high-quality timepieces at accessible price points. This partnership led them to leave their previous careers to focus entirely on the development of the brand.
The name of the company, Maen, is derived from the old Dutch spelling for moon, which serves as a symbol of time and reflects the brand’s focus on vintage-inspired aesthetics. Under the leadership of van Helvoort and Cortjaens, the brand has focused on a direct-to-consumer business model. This strategy is designed to maintain control over product quality and customer service while offering competitive pricing by eliminating traditional retail markups.
Van Helvoort has been instrumental in overseeing the growth of the brand from its debut collection, the Lunar Classic moonphase watch, to a diverse catalog that includes models such as the Hudson diver, the Skymaster chronograph, and the Manhattan integrated-bracelet series. His approach emphasizes “neo-vintage” design principles, characterized by compact proportions, technical functionality, and Swiss-made assembly.
Based in Stockholm, van Helvoort continues to manage the brand’s operations and design direction. Under his co-leadership, Maen has expanded its reach to customers in over 90 countries and has gained recognition in the independent watchmaking community for its commitment to transparent sourcing and iterative product improvement.