Samuel Gassan founded Gassan in 1945.

Gassan is celebrating its 80th anniversary with a year of international collaborations, a new jubilee collection and a reaffirmed commitment to the travel retail channel where the Dutch diamond house first built its global reputation.

Founded in 1945 by Samuel Gassan, the Amsterdam family business has grown from a post-war diamond trader into one of Europe’s leading watch and jewellery retailers. The fifth generation has now entered the company, continuing a legacy that CEO Benno Leeser describes as “eighty years of craftsmanship, family and Amsterdam”.

Gassan’s long-standing presence in travel retail remains a cornerstone of the business. Its entry into the channel dates back to 1967, when it secured a concession for loose diamonds at Amsterdam Airport Schiphol. The city’s status as the ‘city of diamonds’ helped establish early consumer trust, but it was the expansion into watches, jewellery, pens and lighters in 1986 that transformed performance at the airport and laid the foundation for long-term growth.

The business extended its footprint in 1999 with its first international airport operation at Singapore Changi, a partnership that remains central to its Asian strategy today. Gassan now operates dozens of boutiques across Schiphol and Changi, including mono-brand stores from luxury maisons such as Rolex, Omega and Montblanc.

Leeser said the company’s milestone year is a chance to reflect on its values while continuing to evolve. “We celebrate our history and heritage while looking ahead to a brilliant future,” he commented. “The same values that built this company – quality, craftsmanship and family – will guide us for generations to come.”

Central to the anniversary year is a curated jubilee collection created by Chief Creative Officer Debora Huisman-Leeser. Unveiled at the historic boiler house of Gassan’s former steam diamond-cutting factory, the collection brings together pieces from Gassan’s own brands, including the patented 121-facet Gassan 121 cut, and exclusive designs from international houses such as Schaffrath, Marco Bicego, Montblanc and Valérie Messika.

“As a family business, quality and sustainability are at the heart of everything we do,” said Huisman-Leeser. She added that working with designers such as Messika allows the company to honour its heritage while building a brand rooted in “experience and emotion.”

Gassan has continued to broaden its domestic network beyond its flagship on Dam Square, with new locations in Rotterdam and Eindhoven joining recent mono-brand boutiques on Amsterdam’s P.C. Hooftstraat. The transformation of its headquarters into the House of Gassan during the pandemic further strengthened its positioning as a luxury destination for both tourists and local clientele.

With its anniversary celebrations underway, the company said it remains committed to expanding its “diamond chain” across key luxury hubs, with travel retail continuing to play a central role in introducing the brand to international travellers and shaping its global identity.

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