THE CREATOR
BETINA MENESCAL
FOUNDER & HEAD OF DESIGN
I am the creative mind behind research and development, product design, graphic design, web design, packaging, and user experience. I also photograph our products, manage social media, write content, and lead all projects from start to finish. I’m passionate about creating designs that are simple, clean, durable, and beautiful. I do my best to stay updated on the latest industry trends and work hard to make my designs stand out. Simply put, I set the tone, vision, and identity of Möels&Co.
THE MANAGEMENT TEAM
WE ARE A FAMILY
To be honest, titles don't really matter to us. Yes, they’re important, but a title doesn’t give us any superpowers. For us, what truly matters is our attitude, titles come after that.
I’ve spent 30 years learning the ups and downs of business, and now I’m using that experience to support my daughter, Betina, as she builds Möels&Co. I’ve made my share of mistakes along the way, and my goal is to ensure she doesn’t have to. I offer her guidance, advice, and help her navigate the business side while she focuses on her creative vision. I’m proud to be part of her journey, helping the brand grow sustainably into a successful, long-term, and scalable business without any external funding.
I’m an accountant with extensive experience managing finances for large projects as well as our own ventures. I’ve handled everything from bookkeeping to financial statements, including income statements, balance sheets, cash flow management, and budget control. Now, I’m supporting my daughter Betina by guiding her through the complexities of financial compliance. My role is to ensure that the financial side of the business remains strong and healthy, providing a solid foundation for growth and expansion.
After finishing the International Baccalaureate Programme in Denmark, where I specialised in marketing, I began assisting my sister by applying my theoretical knowledge in a practical setting while gaining real-world experience. I research trends, generate leads, optimise SEO, and analyse conversion rates. Working with family has made the experience even more rewarding, and I’m excited to help the brand grow organically in the digital landscape while contributing to Möels&Co's success.
THE partners
WE WORK WITH GREAT PEOPLE
An exceptional design is nothing without superb execution. We work hand-in-hand with carefully selected manufacturers and suppliers from Switzerland, Germany, Austria, Italy, South Korea, Hong Kong, China, Japan, and the UK, ensuring the best possible results. We collaborate across various industries with individuals who share a common dedication to their craft, just as we do to ours. We take pride in the quality of the timepieces we create together, so we would like to introduce our main partners to you.
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WOLF SUISSE
Wolf Suisse is one of the most technologically advanced watch case manufacturers in Switzerland, with an annual production capacity of 500.000 stainless steel cases. The company has a lean management system and it is fully Industry 4.0 automated. Wolf Suisse was founded in Switzerland in 1996, and today the Wolf Group consists of three companies: Manufacture Wolf based in Biel, Switzerland, Wolf Asia in Hong Kong, and Wolf Sino in the Guangdong Province, China. The Wolf Group has established itself as a highly automated manufacturer of watch cases, bracelets, and buckles on a global scale. Wolf Suisse is a complete independent and versatile manufacturing hub, catering largely to Swiss clientele, including well-known Swiss watch brands. All products manufactured by Wolf Suisse are certified in accordance with the NIHS standards of the Federation of the Swiss Watch Industry. Recently, the company has been certified as both a Code of Practice and a Chain of Custody member with the Responsible Jewellery Council.
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SELLITA
Sellita was established in 1950 as an assembly house, procuring ébauches (movements in kit form) from ETA, assembling them, and subsequently distributing these completed movements to watch brands. Today, the company employs around 500 staff at three locations in Chaux-de-Fonds and Jura, Switzerland, and Glashütte, Germany. Sellita has always operated as a B2B enterprise, quietly providing the watch industry with a substantial number of well-tested mechanical movements annually. In recent years, this number has reached as high as 1.2 million; this exceeds Rolex's production and is second only to the Swatch Group/ETA. Sellita has been marketing its own movements for just the past 20 of its 72 years in business, and since 2004, the movements it supplies have been primarily based on historic, expired-patent ETA designs. Now, Sellita is gearing up to introduce a new series of original, high-performance movements to set itself apart from the competition
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TAN SA
TAN SA is a family-owned and operated business with over 70 years of experience in the Swiss watch industry. Based in Canton Ticino, the company specialises in watch assembly, employing experienced technicians, many of whom have worked for prestigious Swiss brands. Mr. Nicola Romualdi, the founder’s great-grandson, oversees the entire process, from component inspection to assembly and quality control. Each piece assembled at TAN SA undergoes visual inspection and technical testing, including water resistance and regulation. Once the watches pass quality control, they are packaged for delivery. The assembly atelier is committed to excellence and is equipped with the latest machinery and precision tools. By partnering with TAN SA, we ensure our customers their Möels are assembled to the highest standards of Swiss watchmaking.
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HIRSCH
Headquartered in Austria, this family-owned and operated business was founded in 1765 as a tannery and leather workshop. With over two centuries of innovation in the watch industry, Hirsch's Rembordé technique patented in 1955, which allows for the seamless connection of upper and lining leather, still sets the industry standard today. Hirsch straps are attached to more Swiss watches than any other strap brand. As an OEM manufacturer, Hirsch supplies straps to most Swiss brands, including the Swatch Group and Panerai. The majority of Hirsch's product lines are still crafted in Austria, where quality and expertise are passed down from one generation to the next. Hirsch's discerning taste for premium leather hides and quality steel buckles has established it as a top strap solution for the majority of Swiss watch brands.
MADMAN & FATMAN
My entrepreneurial journey began during the 2019 lockdown while I was studying architecture at Westminster University in London. Stuck in a studio flat in Kensington, I spent most of my time designing all kinds of products, which inspired me to create Madman & Fatman, an umbrella company to explore a wide range of possibilities across various market segments under one roof. As a small, self-funded, and independent company, I have full control, enabling me to explore my creativity and pursue my vision with complete freedom. Each brand I create will operate independently, with its own budget, identity, audience, and equity. I’m optimistic and can’t wait to launch other brands with this business model. Möels&Co was the first, but I’m already working on new projects that will soon follow.
Betina Menescal