What is your grail piece? Possibly the most asked question in the watch world. Every collection review, every interview, every hyper-smug Hodinkee 'Talking Watches' episode concludes with this being posed. But what exactly does it mean?

Where did our tagline ‘Partners in Time’ come from? Our mission to create a more personal watch buying experience.

When we made the decision to turn our passion for watches into a business, the first thing we put our creative effort into was coming up with a name. It made sense to us to begin with what we thought would be a straightforward task and one upon which the business would be founded. We wanted the name in place because we knew it would play a seminal role in the rest of the branding.