Best seller
Made to order · one at a time
Your watch.
Built to your spec.
Six decisions — case, dial, bezel, hands, seconds hand, strap. We assemble, regulate and pressure-test every build in our own workshop, then ship it tracked. Nothing here is a rendering: each combination leaves as a real, wearable automatic watch.
Assembled by handRegulated and tested in our workshop
Sapphire crystalAnti-reflective, scratch resistant
Tracked deliveryInsured and signed for, worldwide
Two-year warrantyMovement and assembly covered
How it works
Three steps from an idea
to a watch on your wrist.
01
Pick your starting point
Begin from a blank 40 mm case, or from one of six workshop builds we already know works — the Diver, the GMT, the Dress, the Field, the Skeleton, the Midnight.
6 bases
02
Configure six details
Case finish, dial colour, bezel style, hands, seconds hand and strap. The preview and the price update live, so you always know what you are getting.
Live preview & pricing
03
We build, you wear it
Five to seven working days in the workshop: assembly, regulation, pressure test, timing check. Then tracked, insured delivery to your door.
5–7 working daysThe collection
Six builds to start from
Every model is a starting point, not a finished article. Open one in the configurator and change whatever you like — the case, the dial, the strap, all of it.
Specification
The same core, whatever you choose
Options change how a watch looks. These do not change — they are the floor, not the upgrade.
Case
316L stainless steel
40 mm · 11.8 mm thick · 20 mm lugs
Movement
Seiko NH35
Automatic · 41 h reserve · hacking
Crystal
Sapphire
Flat · inner anti-reflective coating
Water resistance
100 m
Screw-down crown · pressure tested
What you can change
Six layers, thirty combinations
Each layer is a real part we stock. Mixing them is not a filter over a photo — it is the bill of materials for your watch.
Case finish
Brushed steel, gold plating, black PVD, or two-tone with a gold bezel on a steel case.
4 optionsDial
Matte black, sunburst blue, forest green, salmon, mother of pearl, or open-worked skeleton.
6 optionsBezel
Smooth, fluted, 60-minute dive, dual time, or a thin edge for a cleaner case profile.
5 stylesHands
Benz skeleton, gold straight, dauphine, or sword with lume for low light.
4 optionsSeconds hand
Red tip, gold lollipop, plain white, or no seconds hand at all.
4 optionsStrap
Steel bracelet, black rubber, brown leather, green NATO, or Milanese mesh.
5 optionsFrom the bench
What people say after the first week
“I spent three evenings on the configurator before ordering. The watch that arrived matched the preview exactly, down to the seconds hand. Running +2 seconds a day.”
Daniel R.Verified buyer · The Diver 40
“I wanted a salmon dial with a fluted bezel and a mesh strap — nothing off the shelf came close. Ordering was straightforward and someone actually answered my emails.”
Marta K.Verified buyer · The Dress 40
“The two-tone GMT went straight onto my wrist and has not come off. Beautifully finished for the money, and the packaging is properly done.”
James O.Verified buyer · The GMT 40
Questions
Answered before you ask
The four things people want to know before configuring a watch. Everything else is on the FAQ page.
Is the preview actually what I receive?
Yes. The preview is built from the same layer files we use to specify the build, and every option is a part we hold in stock. If a combination cannot be assembled we remove it from the configurator rather than show it.
How long does a build take?
Five to seven working days from order to dispatch. That covers assembly, regulation on a timegrapher, pressure testing and a final visual check.
Can I send it back if I change my mind?
Yes — 14 days from delivery, unworn and in the original packaging. Custom builds are still covered, as long as the watch has not been worn or sized.
Can I order parts instead of a whole watch?
Cases, dials, bezels, hand sets and straps are all available separately for people building at home. Email us with the configuration you have in mind and we will quote it.
Your turn
Six decisions. Then it exists.
Open the configurator and start from a blank case — or from a build we already know works.