Fragrance house

Thomas Sabo

Thomas Sabo began the business on 8 May 1984, entering the silver-jewellery market with designs manufactured in Asia and sold through specialist fairs. In 1986, an ear cuff inspired by London’s punk look became the company’s first documented best-seller and breakthrough. Around the end of the 1980s, the business developed a branded jewellery concept, shifting from fair-based sales to distribution under its own name. The Charm Club concept followed in 2005 and launched as a major charm collection from 2006, with its introduction identified as central to subsequent market growth. Thomas Sabo expanded into watches in 2009 and launched its own beauty line in 2010. Its creative identity combines glamour and rock ’n’ roll with nostalgia and modernity, anchored by 925 sterling silver. Susanne Kölbli shaped the brand’s style alongside Thomas Sabo from 1992 through 2020. In 2018, Sabo withdrew from day-to-day operations while retaining shares and an advisory role. A Swiss entrepreneur family known as MR acquired a minority stake in the group. The brand’s first fragrance, Charm Rose Eau de Parfum, launched in 2010 as an extension of the Charm Club collection.