Backes & Strauss

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Overview

Backes & Strauss is the world's oldest diamond company, founded in 1789, known for high-end diamond jewelry and bejeweled luxury watches produced in collaboration with Franck Muller.¹²⁶ The brand combines diamond cutting expertise with Swiss watchmaking, creating limited edition timepieces adorned with diamonds, often featuring the signature 'Jewel in the Crown' design in the crown.³⁶ Operations run from London and Geneva, targeting markets like Japan, Middle East, and Asia.¹⁷

History

Backes & Strauss was founded in 1789 by goldsmith Georg Carl Backes in Hanau, Germany, initially as a jewelry business.¹²³ It established a London office in 1814 and shifted to diamond distribution and cutting after South African diamond discoveries in the late 19th century.¹³ The company registered its hallmark at Goldsmith's Hall in London in 1878 and entered watchmaking in 2006 through a strategic partnership with Franck Muller, launching collections like Regent, Berkeley, and Piccadilly in 2007.¹³

Product Lines

Product Line	Positioning	Price Range
Regent (luxury diamond watches)	High-end bejeweled timepieces	$20,000+ USD
Berkeley (London-inspired watches)	Elegant diamond-set designs	$20,000+ USD
Piccadilly (refined luxury watches)	Signature jewel crown models	$20,000+ USD

Manufacturing

Watches are handcrafted in Switzerland in partnership with Franck Muller.¹⁶⁸ Diamonds are selected, cut, polished, and set using a global network including a workshop in Armenia and facilities at Watchland for specific cuts.⁷ Each watch features at least one diamond in the crown as the 'Jewel in the Crown'.³

Notable Products

Regent 1609 AD - Limited production watch in white or rose gold with diamond setting.
Berkeley collection - Diamond-adorned watches named after London landmark.
Piccadilly collection - Luxury timepieces with signature jewel in crown design.
Regent collection - Flagship bejeweled watches launched post-Franck Muller partnership.

Reputation

Backes & Strauss is recognized by enthusiasts for its 230-year diamond heritage and unique fusion of diamond expertise with Swiss watchmaking in limited, often one-off pieces.¹⁷ Professionals note strengths in diamond setting quality and British prestige, though production volumes are very low.⁷ It holds prestige in markets like Japan but remains niche outside Franck Muller circles.⁷

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