For 80 years, GASSAN has been a symbol of Dutch excellence where heritage, craftsmanship and innovation come together. Founded in 1945 in the heart of Amsterdam, this still 100% family-owned company has grown into a world-renowned destination for fine jewellery, Swiss timepieces and refined luxury.
A legacy of craftsmanshipThe GASSAN story begins with founder Samuel Gassan, who survived the Second World War after fleeing with loose diamonds hidden in the heel of his shoe. After returning to Amsterdam, he rebuilt his life and, in 1945, founded GASSAN from an office in the former Amsterdam Diamond Bourse building at the Weesperplein. Decades later, the company acquired its current headquarters in a monumental former steam-powered diamond polishing factory, only then discovering that Samuel had worked in the very same building before the war. From this historic site, generations of artisans have continued to refine their craft, forming the foundation of the family’s legacy of Dutch precision and craftsmanship.
At the HOUSE of GASSAN, guided tours offer a closer look into the family legacy and the craft behind diamond polishing. Guests learn how diamonds are valued and watch skilled artisans at work, guided by multilingual hosts who share the story in their native language. The highlight is the GASSAN 121®, a patented diamond cut featuring 121 facets, nearly double the traditional 57, creating a distinctive sparkle that has become the brand’s signature.
A family legacy across generations
Today the company is led by CEO Benno Leeser and Vice President Kitty Leeser, who run the business alongside their children: Chief Creative Officer Debora Huisman-Leeser and Chief Commercial Officer David Bijlsma and the fifth generation (Giselle Bijlsma) is already involved, GASSAN remains true to its identity as an intergenerational family business.
“Eighty years of GASSAN represents craftsmanship, family and Amsterdam,” says CEO Benno Leeser. “We honour our past while building for the generations ahead. The values that shaped our history continue to guide us every day.”
From Amsterdam to Eindhoven: A personal experience for international communities
While GASSAN’s roots remain in Amsterdam, the company has expanded into vibrant Dutch cities including Rotterdam and Eindhoven, where innovation and design attract a growing international community. Eindhoven in particular has become a destination for global talent in technology, design and research, making it a natural home for GASSAN’s forward-looking spirit.
The boutique offers a refined and welcoming environment tailored to both locals and expats who seek meaningful pieces that mark new chapters in life abroad. Whether choosing an engagement ring, celebrating a career milestone or selecting a luxury gift, the Eindhoven team provides multilingual expertise and personal guidance rooted in Dutch hospitality.
Iconic brands and exclusive in-house collections
As an authorised retailer, GASSAN offers a curated selection of world-renowned watch and jewellery brands across its boutiques, with renowned maisons such as Rolex, OMEGA, Chopard, Messika and Pasquale Bruni available at select flagship locations. This international selection reflects a shared passion for design, craftsmanship and prestige.
When travelling, you will also encounter GASSAN at major international gateways. With an equally strong presence at Amsterdam Airport Schiphol and at Changi Airport in Singapore, the company has become a trusted name for travellers from around the world.
Equally defining are GASSAN’s own in-house brands, each representing a unique facet of the company:
- GASSAN 121®: worldwide patented diamonds known for exceptional brilliance
- Gigi by GASSAN: playful, fashionable jewellery pieces for everyday style
- Choices by DL: jewellery with interchangeable frames and colored stones that reflect your outfit and personality
- TROPHY BY GASSAN: personalised creations celebrating achievement and identity
- GASSAN Pre-Owned & GASSAN Vintage: certified pieces from icons such as Patek Philippe, Cartier and Van Cleef & Arpels
These collections allow clients to select pieces that are both contemporary and timeless, designed to be worn, cherished and passed down.
A boutique experience shaped by high-level service and expertise
At the heart of GASSAN lies a commitment to personal service. Each boutique is designed to feel intimate and welcoming, with experts offering tailored consultations. At the HOUSE of GASSAN, guests enjoy additional conveniences including complimentary parking at the entrance and the option to arrive by boat via a private mooring site on the canal. A personalised pick-up service can also be arranged on request, creating a seamless and refined journey from door to boutique.
Celebrating 80 years and crafting the future
To mark its anniversary year, Debora Huisman-Leeser curated a special jubilee collection combining GASSAN’s signature designs with pieces from international creators including Marco Bicego, Schaffrath, Montblanc and Parisian jeweller Valérie Messika, known for designs worn by Beyoncé, Kim Kardashian and Rihanna. Many of the pieces feature the GASSAN 121 diamond cut, linking contemporary design to historic craftsmanship.
“As a family business, quality and sustainability are central to everything we create,” says Debora. “Our anniversary honours generations before us while shaping a brand rooted in emotion, storytelling and craft.”
A warm invitation to explore GASSAN across the Netherlands
Whether you are new to the Netherlands or have made it your home for years, GASSAN invites you to discover its world of diamonds, watches and jewellery. From the historic factory in Amsterdam to boutiques in Rotterdam, Eindhoven and beyond, each location reflects the same dedication to family heritage, personalised service and Dutch craftsmanship.
Wherever you visit, every piece reflects a legacy and every moment becomes a memory to treasure.
Discover more or plan your visit at gassan.com/en.