We don’t believe that randomly adding thousands of dollars to the cost of something makes it more valuable or more exclusive. We don’t believe in golf. We don’t believe only stupidly wealthy people deserve to wear a high-quality Swiss watch. We believe in price transparency. We believe in quality. We believe in fair luxury that everyone can afford. But that’s not the kind of thinking that’s very popular in the Swiss watch industry. These views make us … you guessed it, Outsiders. Our watches are Made in Switzerland: designed in our office in Zurich and hand assembled in the Watch Valley of Jura.