The Electricianz was born out of the SevenFriday watch craze (literally a co-founder split off to form this brand) and represents an interesting niche in the enthusiast timepiece space that is difficult to define. SevenFriday introduced the idea that a designer timepiece could be wildly designed and novel, with a youthful playfulness and fantasy element…

Take a look at your bookcase, and tell me if you have a copy of one of the following books — The Three Musketeers, The Jungle Book, Robinson Crusoe, The Call of the Wild, The Last of the Mohicans, Moby-Dick, Robin Hood, Treasure Island, or anything by Jules Verne, like Twenty Thousand Leagues Under the Sea.…

The U.S. market is becoming increasingly important to the Swiss watch industry and, for the first time, Americans may even find the oldest brands in the world starting to cater directly to them. A few years back, at WatchTime NY, a U.S. brand president from a fairly large Swiss brand told me that roughly 20%…

Originally launched in 2020 as the brand’s new entry-level lineup, the Breitling Endurance Pro is a lightweight quartz chronograph that is specially designed for athletes. With a practical set of features that can be used for a variety of sports and fitness applications, the Endurance Pro represents a versatile horological canvas, and last year in…

If a freak, by definition, is something extremely unusual or unlikely, and not like any other of its type, then a timepiece from a storied Swiss Maison with no dial, no hands, and no crown certainly fits the bill. Debuting in 2001, the Ulysse Nardin Freak turned the typically staid and stoic world of Haute…

In 2017, I took a train from downtown Chicago to a neighborhood about 30 minutes north to buy my first watch from a “microbrand,” a new Olmsted from Oak & Oscar. It was cold and grey, as it often is in Chicago in December, and I remember sitting in Oak & Oscar’s shoebox HQ, sipping…

A few years ago, I noticed a new watch pop up in my feed. It was something that didn’t look like anything else, and I was immediately intrigued. I started chatting with the brand owner, Justin Walters, and soon realized he was the same person that had recently launched the Marin Skindiver. How could one…

I always wanted a vintage Yema Superman with the iconic locking bezel, but I could not find one for a long time. Then, when the sudden opportunity for a pre-1963 Yema Skin Diver 660 Feet came, I jumped on it. I didn’t know this would happen, but since the watch landed, I haven’t longed for…