Don Cochrane is a British entrepreneur and the CEO of Vertex Watches, a brand he resurrected in 2016 to honor his family’s horological legacy. He is the great-grandson of Claude Octavius Lyons, who founded the original Vertex company in London in 1916. Before entering the watch industry, Cochrane built an extensive career in the automotive and luxury sectors, holding significant roles with brands such as Aston Martin, Tesla, and Formula 1, and serving as the president of VistaJet.

The motivation to revive Vertex was deeply personal, sparked by the death of his grandmother, Peggy, who was the daughter of the brand’s founder. Cochrane sought to preserve his family history and the reputation of the company, which had been a major player in British watchmaking during the mid-20th century. Vertex is notably remembered as the only British member of the “Dirty Dozen”—a group of 12 manufacturers commissioned by the UK Ministry of Defence to produce standardized, robust wristwatches for military personnel during World War II. After the company closed in 1972 due to the quartz crisis and the expiration of its factory lease, the brand remained dormant for over four decades.

In 2015, Cochrane began the process of re-incorporating the brand and reacquiring the trademark. He officially launched the new era of Vertex in 2017 with the M100, a contemporary tribute to the Calibre 59 W.W.W. (Watch, Wrist, Waterproof) navigation watch his family’s company produced for the British military in 1944. Cochrane’s approach to the brand emphasizes historical integrity and sustainable growth, focusing on high-quality, mechanical timepieces that reference the company’s military archives while incorporating modern manufacturing standards.

Under his leadership, Vertex has introduced several models, including the MP45 mono-pusher chronograph and the M60 diving watch. Cochrane has implemented unique commercial strategies, such as an initial invitation-only sales model, to foster a dedicated community of enthusiasts and veterans. Based in London, he continues to direct the brand’s evolution, balancing its wartime heritage with new designs influenced by his personal interests in motoring and engineering.