Matt Cross is the founder and owner of HELM Watches, an independent American watch brand established in 2014. Originally from North Carolina, Cross’s professional background includes fifteen years of experience in product development and sourcing within the bicycle industry. This extensive career in manufacturing and supply chain management provided the technical foundation for his transition into horology.
As a longtime watch enthusiast and collector, Cross was motivated by a desire to create durable, high-quality dive watches that remained accessible to buyers on a budget. He observed a gap in the market for affordable tool watches that did not compromise on specifications or testing. In 2013, seeking a career change, Cross relocated to China, where he realized he was in a global hub for watch manufacturing. This proximity allowed him to transform a long-held design concept into a physical product.
Under his leadership, HELM Watches officially launched its first model, the Vanuatu, in October 2015. Cross established a brand identity centered on the values of adventure, exploration, and longevity. He implemented rigorous quality control measures, including in-house ISO 6425 testing for water resistance, a standard often skipped by smaller independent brands due to its cost and complexity.
Throughout the development of subsequent models like the Khuraburi and Komodo, Cross has maintained a small, family-owned operational structure. The brand’s name, HELM, is an acronym representing the initials of his family members. Today, Cross continues to oversee the brand’s day-to-day operations and design process from a base in Asia, where he manages a direct-to-consumer model known for its dedicated community and long-standing waiting lists. He remains committed to a philosophy of “evolution, not revolution,” focusing on gradual improvements and functional design.