We talk through what you're picturing — case, dial, movement, hands, strap — and just as importantly, how you want it to feel on your wrist. This is where your vision becomes something we can actually work from.

Once we nail down what you're picturing, we source the cases, dials, movements, and hands that fit your vision and start developing a timeline and an estimated price range. We show you pictures of all the parts to consider, and start narrowing down the options with you.

With the parts narrowed down, we put together a detailed, accurate AI mockup of your watch — case, dial, hands, and strap all together — so you can see exactly what it'll look like before anything is built.

Once you're happy with the mockup, we lock in the final design along with a firm price and delivery timeline. No parts are ordered until you've signed off on all three.

With the design, price, and timeline locked in, we collect a 50% deposit and place the order for every part. We'll keep you updated on the delivery status of each component. From here, your build is officially underway!

Once every part arrives, your watch is assembled by hand, piece by piece, ensuring peak performance and flawless craftsmanship at every step along the way. No shortcuts, no rushing — just the time it takes to get it right.

Your watch arrives, ready to wear right out of the box. That's it — nothing left to do but enjoy it.