E
E D IT OR- IN -C HIEF
Gary George Girdvainis
[email protected]
Going American!
Recently a trend has started to take hold that has seen British, Scandinavian, Indian, Aus-
tralian, Japanese, and recently a host of American based brands launching with an amazing
frequency. Whether the austere looks of the Scandinavian types, or the sober traditional offer-
ings from the British or any variant on a watch that promotes its nationality as part of the ap-
peal, watches are being offered from all corners of the globe. That said, the vast majority of these brands will work with suppliers from
outside their own country to bring their watch to life. Whether Swiss, German, or Asian suppliers are used, a certain ethos of national
pride is often part of the marketing and PR messaging for the majority of these brands. You’ll see claims of “designed in” or “assembled
in” or other marketing speak that ties the brand more to the headquarters than the suppliers.
If you see a mechanical watch for under $500 you can safely assume it’s made with Asian components and likely assembled over-
seas as well. For good or ill, the efficiencies of automation and mass production, combined with lower overseas manufacturing costs
have caused a lot of manufacturing (at all price points) to source components and assembly from the Far East.
In and of itself, this is not necessarily a bad thing. Any prejudice here fails to acknowledge the simple fact that a lot of the famous
“Swiss” brands are often sourcing their cases, bracelets, movements and/or components from China, Thailand, the Philippines or Hong
Kong. And as long as the Swiss brands hit that 60% value mark (and assemble in Switzerland) they can call it “Swiss Made”. Putting the
60% value margin aside, assembly does matter. So proper assembly and testing is just as important as excellent components, regard-
less of who made them.
On our front cover you see the new American watch and movement manufacturer Fine Timepiece Solutions. I want to be transpar-
ent and feel I need to let my readers know that In addition to my role as publisher and editorial director of iW and AboutTime, I am also
working with the executive team at FTS to help re-launch an American watch and movement supplier. At last count there are over 240
American based brands and FTS has launched with the idea that we can give a domestic option for movements, assembly, regulation,
service and construction. If you see an Ameriquartz caliber in a watch you’ll know it’s been hand made in the USA by Americans at the
FTS facility in Fountain Hills Arizona. When you see Fine Timepiece Solutions mentioned with regard to assembly, regulation, and manu-
facturing, you’ll know that those watches were built here in America to the highest industry standards.
Having pulled back the curtain I will say that as always I’ll continue to cover the widest scope of suppliers from all over the world,
now I can include another supplier, this time from the USA.
It’s AboutTime – To Know How Its Made
Gary George Girdvainis
AboutTime Magazine | 3