This new watch brand has just created a timepiece inspired by brutalist architecture.

He realized that something architectural and sculptural was missing from the market and showed that he was a few steps ahead of the current zeitgeist that favors vintage pieces led by design. You’ll notice that the case of the watch takes its cues from the windows of 945 Madison, the former home of the Whitney Museum, and Marcel Breuer’s famous brutalist building in Rolex’s King Midas. Additionally, the bracelet uses a 70s-era style with the bracelet and case following a consistent design language. “We really loved integrated bracelet watches,” explains Toledano. “But there are two types of integration bracelet watches: there are watches that only include one band and there are watches that have what we call a continuous concept design. So the design of the watch head continues through the bracelet. The whole thing is a kind of sculpture. And it was our goal to make our watch this consistently conceptual design.

The case and bracelet aren’t the only interesting details on this piece. The crown is prominent on the left, commonly known as a “destro” watch for left-handers (meaning right side in Italian, presumably the wear part) — you’ll find Rolex’s “Destro” The GMT-Master II will be recalled from 2022 as a more popular example of this type of watch. It also comes with a beautiful lapis lazuli dial — stone dials have become a coveted design feature in 70s watches. And at 33.5mm with a 10.40-9.10mm thick bezel (due to its angled case shape) and lugs measuring 32mm, it’s slightly larger than rectangular models from other brands like Cartier. This Swiss-made Sellita SW100 is equipped with an automatic movement and has a 42-hour power reserve.

It’s a remarkable piece for a duo that never really had a business plan. Toledano says he never set out to make a watch. Instead it is characterized by conversational and interactive design tastes. “I was really obsessed with my Patek. [Philippe] 70s stuff,” he says. “And we designed the watch without thinking about how much it was going to cost, which is not really how people work, I think. [laughs]. But mostly, we just wanted to make something that we both really, really loved.

With only 175 at a retail price of $4,000, you can expect these won’t last long. If you’re interested, be ready to pounce when the clocks go off on May 17 Toldano and Chan And hours.