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Unlike any other watch brand, your watch will be built for you. Using the highest quality standards possible our expert craftsmen will create your watch from scratch. Complete with your chosen words of meaning on the back, this process will take 90 business days from start to finish.

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Strength Meets Class

Posted on 08/22/2018

We’ve toughened up the dress watch  - and we think you’ll like it.

A luxury watch that’s tough but classic? We got you. When you asked for something more, we listened - and went straight to work engineering the ultimate masculine dress watch.

The result is the Classic collection - a range of luxury watches designed for you and now available to pre-order. Simple yet powerful, our Classic watches look just right with a suit or buttoned-up shirt, but have the signature SWOLE strength to them too.

Our goal was to toughen up the dress watch to create an unapologetically masculine timepiece with eternal appeal. Where better, then, to start than with some of our favorite role models? We turned to the world of acting for inspiration, naming all three watches in the collection after actors who are masters of their craft. There’s the Eastwood (silver), the Nicholson (silver and blue), and the Connery (rose gold) - and if a certain fictional British spy just popped into your head, then that was exactly the right image. We were definitely thinking of James Bond when we created these.

In practice, the Classic collection is all about balance. At 46mm, the case diameter is wide but not oversized, with a thickness of a little over 9mm. Large in size, our Classic collection watches have the masculine heft you’ve come to expect from SWOLE, but we’ve taken care to make sure they are still sleek and unfussy in style. Each watch in the collection gets its character from the custom-cut SWOLE lugs that feature our signature engraving.

Built to last, each watch is water resistant up to 100m and features sapphire crystal glass

 You’ll find this powerful simplicity in the rest of the technical specifications too. Built to last, each watch is water resistant up to 100m and features sapphire crystal glass with an anti-reflective coating on both sides. The cases and straps are made from solid stainless steel, with the straps combining links of brushed steel with a mirror polished central link for a classically stylish contrast. An octagonal bezel, beehive-patterned dial and CLASSIC case engraving complete each watch in the collection.

Not content with taking SWOLE out of the gym and into your formal closet, we took the opportunity to set ourselves a challenge, too. As part of the Classic collection, we’ve created our first-ever automatic watch: the Nicholson. With its blue dial and silver colored case, the Nicholson has a Swiss automatic movement, with a power reserve of 38 hours. If you want one, though, you’ll have to be quick: we only made 300 of these very special watches.

Every man needs a dress watch in his wardrobe

Every man needs a dress watch in his wardrobe, but nobody has ever managed to strike the right balance between simple, classic styling and masculine power—until now. The SWOLE Classic collection re-imagines the luxury watch, and we can’t think of anything we’d rather have peeking out from our jacket cuffs behind the wheel of a classic car.

The Classic collection ($239-$695) is now available to pre-order from the SWOLE O’Clock website for shipping on September 30th.


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  • All watches come with a 2 year unlimited warranty. That’s right - movement, glass, plating, strap, clasp - the warranty covers them all.
  • Buying is risk free with our 30 day return policy - not happy with the watch? Simply send it back for a refund.* *Due to their custom nature watches will not be fully refunded. $100-200 usd will be deducted, based on the associated costs of the product.


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