Fleux is an independent watch brand founded in 2021 by Edward Cho, a Canadian entrepreneur based in Toronto. The brand’s identity is encapsulated in its motto, “vintage inspired; continually new,” reflecting a design philosophy that seeks to bridge the gap between mid-century horological charm and modern manufacturing standards. Cho, who serves as the founder and designer, established the brand with a focus on creating accessible timepieces that honor the history of skin divers from the 1960s and 70s.
Enthusiasts are drawn to Fleux watches for their distinct “retro-futuristic” aesthetic and attention to specialized vintage details that are often missing in modern mass-market watches. Collectors appreciate the brand’s use of friction-fit bezels, a traditional feature that allows for smooth, bidirectional rotation without clicks, and the inclusion of double-domed hesalite or sapphire crystals that provide a warm, period-correct look. Furthermore, the brand is noted for its “strap monster” quality, as the designs pair effectively with various options, including environmentally conscious SEAQUAL straps made from recycled ocean plastic.
The brand’s catalog is headlined by its debut models, the FLX001 and FLX002. These 38mm stainless steel skin divers are powered by the reliable Seiko NH38A automatic movement, a choice that ensures a “no-date” symmetrical dial layout. The FLX001 features a countdown bezel and oversized circular hour plots, while the FLX002 is distinguished by its “California” dial—mixing Roman and Arabic numerals—and a “Bund” style sterile bezel. Following these, the collection expanded with the FLX003, which pays homage to “Big Triangle” dive watch designs, and the FLX004, a minimalist model featuring a deep black sector dial and a blank rotating bezel. Technical specifications across these key pieces include a 200-meter water resistance rating, screw-down crowns, and the use of C3 “Old Radium” Super-LumiNova to achieve a vintage-toned glow.
