AMERICAN BRAND
THE FIGHTER WING
to develop a watch with four micro step motors that powered the
watches belted movement. The American-designed movement
would not have been possible in a traditional watchmaking environment. Parts like the glass-reinforced belts were sourced from aerospace suppliers. There are 350 components in the Tread 1, 85% are
sourced from U.S. manufacturers while the remaining 15% come
from European and Asian suppliers.
The Tread 1 evolved into various special editions, like the
fast-selling brass Steampunk, and is currently available in multiple
configurations. Like any growing company, innovation demands execution, and in 2014 the company released the Tread 2. The Tread
2 is smaller and has two time belts instead of four. Users report that
it is a quieter watch than the Tread 1. Smaller than the original,
it is an accessible, easily wearable statement. And as the newest
Motown version of the Tread 1 emphasizes, it’s like nothing that a
“watch guy” would have ever developed. Amen to that.
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WRISTWATCH | 2016
The latest edition in the un-watch lineup is the Star Wars
Tread 1. This Darth Vadar homage on the wrist watch was developed in cooperation with the Lucas folks, and is heavy with Star
Wars design treatments. It is limited to an edition of 500 and will
be available through the company’s worldwide retail network at
$28,500 each.
So who buys a Devon? According to Scott Devon, his products
can be found on the wrists of watch collectors, those wishing to
make a statement, and a lot of “Silicon Valley professionals who
appreciate exceptional engineering.” What does the future hold? A
purely mechanical watch, in partnership with RGM, is in development. If the company’s philosophy holds guidance to its future,
Devon watches will continue to ignore tradition, and reinvent the
mechanics of timekeeping. With companies like Devon pushing
the Yankee pedigree, it’s just a matter of time before “American
made” has the same gravitas as “Swiss made.” And you can bet
your euros on that!