about THE brand

Möels&Co was founded by Betina Menescal, the visionary behind the brand. Raised in a family with a strong artistic and entrepreneurial mindset, her creative spirit was nurtured from an early age. This supportive background inspired her to launch Möels&Co at just 20 years old, quickly establishing the brand as a promising player in a highly competitive industry.

Beyond her role as founder and head of design, Betina also manages the brand with the support of her parents and sister, making it a family-operated business. Betina’s parents have built a strong reputation in the advertising industry by producing award-winning commercials for some of the world’s most renowned brands, including Nike, Adidas, Asics, Coca-Cola, Guinness, Heineken, BMW, Mercedes-Benz, Land Rover, Toyota, VW, Unilever, L'Oréal, Procter & Gamble, Mattel, LG, Samsung, Allianz, HSBC, Visa, Mastercard, Shell, Vodafone, and many others. Together, they help Betina grow and establish the brand’s long-term future.

Standing out in a crowded market is difficult; a great name needs to offer the right foundation for a brand to build upon, and it also has to be available. Moel is the Welsh word for 'hill', and our brand name is inspired by the hills of North Wales; Moel Siabod, Moel Hebog and Moel Lefn. We added the 'ö' (with a diaeresis) to register the name with the Intellectual Property Office in the UK and included '&Co' to reflect the collaborative nature of our business model. Möels&Co is short, distinctive, and memorable, and we love it!

Möels is pronounced 'Mohls,' with the 'ö' sounding like 'oh,' rather than like the Germanic umlaut. While both the diaeresis and umlaut share the same symbol (¨), they serve different purposes. In English, a diaeresis separates vowel sounds, as in naïve, while an umlaut changes vowel pronunciation, as in Müller. The two dots were added for branding and legal reasons, not for pronunciation. You can check out the 528 launch video to hear it in action.

https://www.youtube.com/watch?v=O-1xDDi-OX8

Not quite. We are a startup, but we don’t consider ourselves a microbrand. We’re not a one-man operation, we work with a solid business plan and collaborate with reputable manufacturers who have extensive experience working with major Swiss brands. However, we don't mind being classified as a microbrand, we appreciate and respect all players, from the smallest to the largest.

Large watch brands have the means to scale production, reducing costs per unit, and have extensive control over sales distribution. However, they face challenges due to their size and bureaucratic structures. Conversely, smaller brands struggle with limited resources, production scale constraints, and restricted distribution reach. Despite these obstacles, as a small watch brand, we offer several advantages compared to larger counterparts. We can swiftly adapt to market changes and innovate more cost-effectively. We provide unique designs and personalised service, often engaging directly with our customers. Those who purchase from us often feel a stronger sense of community and connection, a feeling they don't experience with big players.

In recent years, many new watch brands have emerged, claiming to "disrupt" the industry by cutting out middlemen and selling luxury watches directly to customers at a fraction of the cost. While this marketing strategy has caught the attention of many, it has largely been debunked, as consumers have realised that true craftsmanship and quality cannot be delivered cheaply. No, we are not just another brand trying to disrupt the watch industry. Instead, our goal is to contribute to the watch industry by enriching the market with greater design diversity.

Madman & Fatman is an umbrella company that Betina Menescal founded with a forward-thinking vision of creating and housing multiple brands under one roof. Möels&Co was the first brand launched, and new projects are currently in development. This business model is structured to allow brands to operate independently across different market segments, each with their own budgets, identities, audiences, and equity.

To join our Ambassador Program, simply fill out the application form below, submit it, and await confirmation. Becoming a Möels&Co Ambassador opens up a world of opportunities, unique experiences, and exclusive benefits. We look forward to having you as part of our family! https://moelsandco.com/become-a-moels-ambassador

If you have a proven track record in retail and a strong understanding of the watch market in your country, you are eligible to apply to our sales partnership program. Partnering with Möels&Co is simple and straightforward: we create customised models tailored to your requirements. You won't need to contend with price or availability competition, as we provide exclusive designs specifically for each partner's clientele. If you're keen on becoming part of our international sales network, please complete the form, and we'll be in touch promptly. https://moelsandco.com/become-a-sales-partner

Profit is not our main motivator, but yes, we are here to make money. If we don't make money, we can't afford to pay the bills or do the cool stuff we want to do. We understand that pricing is not just about accounting, but also about marketing, psychology, and brand perception. We take all these factors into consideration to ensure that our pricing reflects not only the costs of production but also the value we provide to our customers. We believe in the long-term view of building our brand and running a sustainable business to deliver better and more to our customers. We price our timepieces fairly, so our customers don't pay more than necessary for a high-quality, durable, and well-designed product, but enough to sustain and scale our business.

As a modern company, we are committed to doing things the right way, making sure our products are responsibly made from start to finish. We're transparent about the sourcing of our materials and only work with suppliers and factories that align with our values of ethical and sustainable production practices. Our partners are required to comply with RoHS and REACH regulations in Europe and the US and undergo independent third-party inspections to validate their conformity.

Möels&Co is a customer-focused brand committed to delivering a positive experience to our customers. We work hard to meet or exceed your expectations with every purchase. However, if you ever encounter any issues or are not completely satisfied, please don't hesitate to contact our CEO Marcus Menescal directly at marcus@madmanfatman.com, thank you.

As we continue to evolve and grow, we have exciting plans ahead, including enhancements to the 528 Launch Edition, new dial variants for the 369, and the development of new models. We aim to collaborate with artists to create exclusive limited editions, implement a 'Loyalty Program' with rewards for our loyal customers, and introduce a 'Refer-a-Friend Program' with special perks. Additionally, we will establish a 3D prototyping workshop in-house, build a retailer network, and open a flagship store to showcase our timepieces.