It’s time to express our vision of bold watchmaking and our belief in the essence of things.
Plain and simple.

Do you really need more complications?

As the essence of a watch is to display time, why focus all the attention on backstage complications?  As designers, we have been trained to simplify people’s lives and interactions with products. So, we set up to put the emphasis back on the essential function of our watches by removing all superfluous design elements. Some say the world is growing increasingly complex, but pure and intuitive design can help us stay focused and make room for new ideas.

See how we achieve simplicity

Why would you want a crown?

Since its creation in the early 19th century, one thing has remained unchanged — the watch crown. Why would you want a crown? This nail-breaking knob spoils the watch's aesthetic and can hurt the back of your hand. So, we chose to remove it and replace it with a concealed system. Now, setting the time and winding your watch is as simple as turning the caseback.

Learn how we got rid of the crown

Why show off? Just standout

We believe that, in an ever noisier world, true elegance and charisma come from attitudes and people that are seen and heard without ever having to shout. This is why our watches are pure and simple, some people even say minimalistic. No brand name, no ostentatious decoration. Just a highly graphical representation of time in movement.

Experience our vision of quiet charisma

See clearly, dive safely

When we discovered that divers’ watches were less legible under water than above due to the well-accepted 'mirror effect,' we felt compelled to confront this untackled deficiency. So we put oil into our diving watch, eliminating refraction and reflection above and below water. Now, we can proudly say that we designed the only mechanical diver's watch legible beneath the waves.

Delve into our tool watch