Sternglas
Sternglas is a German watch brand founded in 2016 by Dustin Fontaine in Hamburg, specializing in minimalist timepieces inspired by the Bauhaus movement. The brand’s philosophy centers on providing high-quality, functional design at an accessible price point, utilizing materials such as 316L stainless steel and scratch-resistant sapphire glass. Their product lineup includes both quartz and automatic models, with the Hamburg series serving as a flagship collection featuring nautical-inspired aesthetics and complications like chronographs. Other notable pieces include the Naos, an award-winning dress watch known for its slim profile and classic proportions, and the Marus, a robust automatic diver designed for durability. By focusing on clean lines and geometric symmetry, Sternglas has established a significant presence in the entry-level horological market, expanding its reach through both a direct-to-consumer online platform and a global network of retail partners.
Steeldive
Steeldive is a Chinese watch brand established in 2018 that specializes in producing affordable dive watches, primarily focusing on homages to iconic professional timepieces. The brand has gained significant recognition among enthusiasts for its high value-to-cost ratio, utilizing robust materials such as 316L stainless steel, sapphire crystals with anti-reflective coating, and ceramic bezels. Most models are powered by the reliable Japanese Seiko NH35 automatic movement and feature high-performance Swiss Super-LumiNova for enhanced legibility. Among its most popular key pieces are the SD1970, a tribute to the 6105 “Captain Willard” turtle-style diver, and the SD1953, which references the classic Submariner design. Other notable models include the SD1975 “Tuna” and the SD1952 “Fifty Fathoms” homage, all of which are engineered with significant water resistance ratings ranging from 200m to 300m to meet the functional requirements of professional diving aesthetics.
Sō Labs
Sō Labs is a Chicago-based independent watch brand founded in 2019 by Rick Cosgrove and Andrew Perez, characterized by its “anti-luxury” philosophy and a design language rooted in bold, 1990s-inspired aesthetics. The brand distinguishes itself through a playful use of vibrant color palettes, geometric shapes, and unconventional materials, aiming to make horology more accessible and fun. Their debut collection, the Layer One, features a 38mm cushion-case design with a transparent gradient dial that utilizes rotating discs instead of traditional hands to indicate time. This was followed by the Layer Two series, which maintains the signature colorful and high-contrast look while incorporating more traditional handset configurations and unique textures. Sō Labs timepieces typically utilize reliable Japanese quartz or automatic movements, positioning the brand as a creative choice for enthusiasts seeking distinctive, design-forward accessories at an entry-level price point.
Speedbird
Speedbird is a brand of watches produced by Time Factors, a British company founded by Eddie Platts in 1996. The brand is recognized for creating high-specification tool watches that pay homage to classic aviation and military designs, often noted for providing exceptional value relative to their construction quality. Its flagship model, the Speedbird III (PRS-22), is a pilot-style watch inspired by the IWC Mark XV, featuring a 39mm stainless steel case, a soft-iron anti-magnetic inner case, and a high-quality stainless steel bracelet with solid links. These timepieces typically utilize reliable Swiss automatic movements, such as the ETA 2824-2, and incorporate professional features like screw-down crowns and sapphire crystals tested for negative pressure. Other notable entries in the series include the Speedbird GMT and the smaller-cased Baby Speedbird, all of which maintain the brand’s signature sterile, logo-free dial designed for maximum legibility.
Smiths
Smiths is a historic British brand that evolved from a 19th-century jewelry and clock business into a major manufacturer of automotive, aviation, and marine instruments. During the mid-20th century, the company’s horological division, based in Cheltenham, produced high-quality, English-made wristwatches that were notably selected for military use and high-profile expeditions. Its most celebrated historical models include the Smiths Deluxe, which was famously carried to the summit of Mount Everest by Sir Edmund Hillary in 1953, and the W10, a robust military timepiece issued to the British Armed Forces in the 1960s. While the original watch production ceased in the late 1970s, the brand name was later acquired and revived as a microbrand by Timefactors. This modern incarnation focuses on producing heritage-inspired tool watches and homages, with key contemporary pieces including the Smiths Everest (PRS-25), the Smiths Military (PRS-29), and various aviation-styled models like the Navigator and Traveller.
Shinola
Shinola is a modern American lifestyle brand founded in 2011 by Tom Kartsotis and headquartered in Detroit, Michigan, where it played a significant role in the city’s industrial revitalization by establishing a dedicated watch factory. The brand is recognized for its commitment to American craftsmanship, specializing in watches, leather goods, and accessories that blend classic design with utility. Shinola’s horological catalog is anchored by its flagship model, the Runwell, known for its clean dial and robust construction. Other key collections include the Duck, a playful yet durable sport watch; the Monster series, featuring automatic dive watches like the Lake Superior and Lake Michigan; and the Canfield, which offers a more refined, top-loaded case design. While many of their timepieces utilize Argonite quartz movements assembled in Detroit from Swiss and other imported parts, the brand has expanded into mechanical and manual-wind territory with models such as the Mechanic and the Circadian Monster, further diversifying their offering of high-quality, everyday timepieces.
Signum
Signum is a specialized watch brand founded in 2020 by Kyle Schut, who is also the creator of Straton Watch Co. The brand distinguishes itself in the microbrand market by focusing on the use of exotic and natural dial materials, such as labradorite, lapis lazuli, malachite, meteorite, and heat-treated abalone. Signum’s catalog is primarily composed of robust tool watches and divers, with key models including the Cuda, a high-performance diver featuring a 200m water resistance rating and various dial options, and the Sollus, which emphasizes a more refined aesthetic using similar stone materials. Another notable piece is the Signum Nero, which incorporates a fully luminescent dial or specialized textured finishes. By combining reliable Seiko automatic movements with unique geological and organic materials, Signum provides enthusiasts with highly individualized timepieces that prioritize visual texture and build quality at an accessible price point.
Shiro Kara
Shiro Kara Watch Co. is a specialized watch brand founded in mid-2023 that focuses on a philosophy of Vintage Watch Revival, blending mid-century aesthetics with artisanal craftsmanship. While components are sourced from Nagano Prefecture, Japan, each timepiece is personally assembled, aged, and finished by hand in the United States to ensure unique patina and character. The brand’s design language is heavily influenced by Japanese culture, folklore, and retro pop culture, resulting in collections such as the Shiro Kara Vintage (SKV) Divers, the The Grand Line vintage series, and the Stella Nova. Other notable offerings include the Daibaru Modern SUB, the television-style Terebi models, and the Retrocyberfuture collection, all of which emphasize small-scale production and a handcrafted approach to horological storytelling.
SevenFriday
SevenFriday is a Swiss-based lifestyle brand founded in 2012 by Daniel Niederer and Arnaud Duval, recognized for its industrial-inspired aesthetics and non-traditional approach to horology. Headquartered in Zurich, the brand distinguishes itself through its signature “squround” case designs—a fusion of square and round shapes—and complex, multi-layered dials that often utilize rotating discs instead of conventional hands to indicate time. SevenFriday’s watch collections are primarily powered by Japanese Miyota movements and are organized into several distinct series, including the original P-Series, which features 1960s TV-shaped cases and industrial motifs; the M-Series, noted for its pyramidal dial construction and disc-based displays; and the Q-Series, which focuses on improved legibility and urban architectural influences. Many models also incorporate modern functional elements such as NFC chips for authentication via a dedicated smartphone app and the “Fast Strap Changer” system for quick customization. By emphasizing a lifestyle-driven “show me don’t tell me” philosophy, SevenFriday has established a unique niche in the accessible luxury market with timepieces inspired by engines, wheels, and mechanical engineering.
Sheffield
Sheffield is a contemporary American microbrand founded in 2023 by Jay Turkbas, a veteran of product development who revived the name of a defunct 1960s Swiss watch company to honor the legacy of his first dive watch. The brand focuses on delivering high-specification tool watches at accessible price points, emphasizing transparency regarding its global sourcing and manufacturing processes. Its flagship offerings include the Allsport Diver 1, a robust 40mm quartz model featuring a Miyota movement, sapphire crystal, and 200-meter water resistance, and the Allsport 1A, an automatic version powered by the Seiko NH35 movement that serves as a direct homage to the original 1970s skin diver. Other notable pieces in the collection include the vintage-scaled 1A 38mm, the VisiLume GMT, and various collaborations such as the limited-edition Driver’s Watch developed with Jay Leno’s Garage. Through a combination of heritage-inspired design and modern materials like 316L stainless steel and FKM rubber straps, Sheffield has established a reputation for producing durable timepieces that prioritize functional value.