Selfor, accompanying you since 1971

Our 3 stores, a family business serving
watchmakers and jewellers

We have been located in the Marais district in Paris for half a century where we accompany professionals in the jewellery, clock and watchmaking industries as well as small retailers.

With three distinct stores SELFOR, SELFOR DECOR and SELFOR+ in the same street, a retail surface of 500 m² and 9 600 product references in stock, we satisfy the needs of over 10 000 clients in 110 countries.

In 50 years, we have continued to evolve with our customers, while maintaining our commitment to being a trusted, local partner for the craftsmen, designers and retailers who continue to
breathe life into these skilled trades.

1971

A visionary approach is launched on the Rue Réaumur

Dominique Laval, a watchmaker by training, revolutionised the sector by opening the first self-service store in Paris, ‘SELFOR’, selling the products required by watchmakers and jewellers, which until then had been done exclusively over the counter.

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1978

A second SELFOR store is opened,
specialised in jewellery display elements

The launch of the SELFOR DÉCOR store is the opportunity for us to satisfy the growing demand for products that can be used to create attractive window displays that change with the seasons: display stands, decor, presentation trays, cases, display cases and jewellery boxes.

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2003

SELFOR +: our third store dedicated to jewellery and watchmaking tools and supplies

Watchmaking and jewellery are technical disciplines, which is why we felt it would be a good idea to open a site dedicated to advice, demonstrations and initiation into the techniques and products of these sectors.

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2010

Launch of a custom branding service

We invested in machinery to provide our customers with a new service: custom branding. Our French workshop, staffed by a team of experts, enables craftsmen, designers and retailers in the watchmaking and jewellery sectors to customise boxes and gift packaging to their image, in affordable quantities.

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2015

"SELFOR création": A new era of design

We took a new step forward by launching ‘SELFOR création’, our exclusive line of products created in-house and protected by copyright. This collection of gift boxes, packaging and displays reflects our vision of design, combining elegance and practicality to meet the needs of jewellers and watchmakers.

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