Known for its futuristic styling early on in its story, Azimuth Watches, based in Neuchatel, Switzerland, occupies the under-$5,000 price category. The brand enjoys making unusual displays that border on anything from retro-inspired to space-age and avant-garde. It takes its name from the concept of bearings and directions – as a nod to the fact that it navigates time differently.

History of Azimuth

The Azimuth story began in 2003 when a bunch of guys from the watch industry decided to revolutionize watchmaking. They felt that the sector was stagnating, with watch brands playing it safe by trying to please everybody with every watch. While they knew there was a market for the trusted road, they believed that there was also one for the road less traveled.

Their journey started in Neuchatel, Switzerland, where the team took on the challenge of keeping with centuries of watchmaking tradition to create timepieces that defied all reason. The founders, Mr. Lye and Mr. Long, use a “draw first, think later” method, quoting science fiction, machines, tin toys, and cars as design inspiration. Once they have agreed on a design, they then figure out how to incorporate the mechanics inside the timepiece. They assemble all of their watches in Switzerland, and the Singapore offices handle distribution and sales.