Privacy policy

Last updated: August 28, 2026

VALOR Alliance operates this website and online store, including the information, content, features, products, and services made available through it (the “Services”). Our store is powered by Shopify, which provides the ecommerce platform we use to offer our products and Services.

This Privacy Policy explains how VALOR Alliance collects, uses, and discloses personal information when you visit our website, make a purchase, submit information through our website, or otherwise communicate with us.

Personal Information We Collect

Depending on how you interact with VALOR Alliance, we may collect or process the following types of personal information:

  • Contact information, including your name, email address, telephone number, billing address, and shipping address.
  • Order and transaction information, including products viewed or purchased, order history, returns, exchanges, cancellations, payment status, and shipping information.
  • Payment information, which may include payment-card and transaction information processed through Shopify and its payment providers.
  • Account information, if you create a customer account, including your account credentials, preferences, and settings.
  • Information you provide to us, including messages submitted through our Contact page, Founders Circle requests, customization information, artwork, inscriptions, and other information provided in connection with an order or custom build.
  • Device and usage information, including your browser, device, network connection, IP address, and information about how you interact with our website.
  • Cookies and similar technologies used to operate, secure, analyze, and improve our website and Services.

How We Collect Personal Information

We may collect personal information:

  • Directly from you when you place an order, create an account, submit a form, request personalization, communicate with us, or otherwise provide information to VALOR Alliance.
  • Automatically when you browse or interact with our website, including through cookies and similar technologies.
  • From Shopify and service providers that help us operate our store, process payments, fulfill orders, provide customer support, analyze website activity, prevent fraud, and provide other business services.

How We Use Personal Information

We may use personal information to:

  • Process and fulfill purchases.
  • Process payments and transactions.
  • Provide shipping and order updates.
  • Create personalized or custom products according to customer instructions.
  • Communicate regarding design proofs, engraving, customization, Founders Circle serial-number requests, and other order details.
  • Provide customer service and respond to inquiries.
  • Maintain and manage customer accounts.
  • Process eligible returns, refunds, or exchanges.
  • Detect and prevent fraud, abuse, or other unauthorized activity.
  • Maintain the security and functionality of our website.
  • Improve our products, website, customer experience, and Services.
  • Send marketing or promotional communications where permitted and subject to applicable opt-out rights.
  • Comply with applicable legal obligations and respond to lawful requests.

Founders Circle Register

Customers purchasing a Founders Circle watch may be given the option to have their name displayed publicly on the VALOR Alliance Founders Circle Register.

We will only publicly associate a customer's name with the Founders Circle Register when the customer affirmatively gives VALOR Alliance permission to do so.

Customers who decline public name recognition may have their assigned serial number displayed as “Reserved” without their name.

Information necessary to fulfill, serialize, personalize, and document a Founders Circle order may still be retained as part of our internal business and transaction records.

Customization and Submitted Artwork

If you submit names, dates, unit information, insignia, artwork, photographs, logos, inscriptions, or other materials for use in a personalized or custom product, we may use that information to evaluate, design, proof, manufacture, fulfill, and support your order.

Please do not submit sensitive personal information that is unnecessary to complete your requested customization.

How We Disclose Personal Information

We may disclose personal information when reasonably necessary to operate VALOR Alliance and provide our Services, including to:

  • Shopify, which hosts and supports our ecommerce store.
  • Payment processors and financial-service providers involved in processing transactions.
  • Shipping and fulfillment providers necessary to deliver orders.
  • Technology, hosting, analytics, security, customer-service, and other service providers acting on our behalf.
  • Professional advisers or government authorities when reasonably necessary to comply with applicable law, enforce our policies, protect our rights, or respond to lawful legal process.
  • Parties involved in a potential or completed business transaction such as a merger, acquisition, financing, reorganization, or sale of business assets.

We may also disclose information when you specifically direct or consent to the disclosure.

Shopify

Our store is powered by Shopify. Shopify collects and processes certain personal information to provide its ecommerce, payment, security, analytics, and related services.

Information you provide through our store may therefore be processed by Shopify and other service providers used to operate the Services.

Shopify maintains its own privacy practices and policies regarding information it processes through its platform.

Cookies and Similar Technologies

VALOR Alliance and our service providers may use cookies and similar technologies to operate the website, remember preferences, maintain shopping-cart functionality, understand website usage, improve the customer experience, provide security and fraud prevention, and support advertising or marketing where applicable.

Your browser or device may provide controls that allow you to limit or block certain cookies. Disabling cookies may affect some website functionality.

Marketing Communications

If you choose to receive promotional communications from VALOR Alliance, you may unsubscribe from marketing emails using the unsubscribe link provided in those communications.

Even if you opt out of marketing communications, we may continue sending transactional or service-related communications concerning orders, payments, account activity, custom builds, or customer-service matters.

Data Security

We use reasonable administrative, technical, and organizational measures intended to protect personal information.

However, no method of transmission over the Internet or electronic storage system can be guaranteed to be completely secure.

Please do not send sensitive financial, identity, or other confidential information through ordinary email or website contact forms unless specifically requested through an appropriate secure process.

Data Retention

We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Privacy Policy, maintain appropriate business and transaction records, provide customer support, comply with legal obligations, resolve disputes, and enforce our agreements and policies.

Retention periods may vary depending on the type of information and the reason it was collected.

Your Privacy Rights

Depending on where you reside and applicable law, you may have rights concerning your personal information, including rights to request access, correction, deletion, or a copy of certain personal information.

You may also have rights concerning certain uses of personal information for targeted advertising or the sale or sharing of personal information as those terms are defined under applicable privacy laws.

Where applicable, you may exercise available privacy choices through the privacy controls provided on our website or by contacting VALOR Alliance.

We will not discriminate against you for exercising privacy rights provided by applicable law.

We may need to verify your identity before processing certain privacy requests.

Third-Party Websites

Our website may contain links to third-party websites or services that VALOR Alliance does not operate or control.

We are not responsible for the privacy, security, content, or practices of those third parties. We encourage you to review their privacy policies before providing personal information.

Children's Privacy

Our Services are intended for adults purchasing VALOR Alliance products and are not directed toward children.

We do not knowingly collect personal information from children in violation of applicable law. If you believe a child has provided personal information to us improperly, please contact us so we can review the matter.

Changes to This Privacy Policy

We may update this Privacy Policy periodically to reflect changes to our Services, business practices, technology, or legal requirements.

When we make changes, we will update the “Last updated” date displayed at the beginning of this policy.

Contact Us

Questions about this Privacy Policy, VALOR Alliance's privacy practices, or requests concerning your personal information may be directed to:

VALOR Alliance
https://thevaloralliance.com/pages/contact-us
Email: info@thevaloralliance.com