One of the most charming and fascinating aspects of the broader watch world is the boundless history of the industry and the field at large. Much like a romantic and fascinating library with rows upon rows of towering shelves, stacked with dusty tomes, there are countless examples of innovators and visionaries whose stories have yet to be told. In many instances, these stories only come to light once they are resurrected by the ambitions of a watch brand.

Such is the case for Dennison Watch Company, a new micro-brand which has resurrected both the name and the legacy of Aaron Lufkin Dennison, the founder of both the iconic American watch brand Waltham and, later, the watch case company Dennison. Dennison was started in 1874, and would grow to build cases for many of the greatest Swiss watch brands in history including, but certainly not limited to, Rolex, Omega and Jaeger-LeCoultre.

The first collection that Dennison has chosen to bring to the modern watch world is the A.L.D. Collection (in honor of its namesake). The piece itself is a 37mm cushioned case watch which is reminiscent of dress watches of the 1960’s and 1970s, a rounded TV case of sorts. Available in either stainless steel or gold tone case variants, the watch has 11 different permutations of case and dials. Black, blue, and green sunray dials are lovely, but the easy show stoppers are the stone dials.

Tone matched to the best corresponding case (and in some instances available in both) the various stone dials are Tiger’s Eye, Malachite, Lapis Lazuli, and Aventurine. The cases themselves are a svelte 6.05mm thick and contour elegantly to the wrist. The dials are minimalist, with only an hour and minute hand to indicate the time, and the brand’s signature at about 4 o’clock. It’s a clean, classic, and dressy design. While I can’t help but wonder how they would feel with completely sterile dials, an aesthetic I’m an absolute sucker for, I of course understand from a branding perspective the need for some identifying features – perhaps a future limited edition in a precious metal could pull it off. Just a thought.

The movement chosen for this debut is the Swiss Ronda Quartz 1032-1, a simple, tried and true quartz movement. This was a wise decision, especially considering the fact that there is no running seconds hand to give it away. It keeps the watch thin, light, and unfussy in its functioning. It also allows for an exceedingly approachable price, with the sunray dials retailing for just $490 and the stone dials for just $690. It’s a phenomenal value for an elegantly designed and refreshingly dressy timepiece.

But the design is no coincidence. While there are literally the better part of a century of case designs upon which Dennison can draw for inspiration, these pieces were conceived by none other than Emmanuel Gueit, the designer of the Rolex Cellini collection and the AP Royal Oak Offshore (among many, many others). The new collection demonstrating further just how widely his creativity and taste can extend.

Tech Specs

Movement: Swiss Ronda Quartz 1032-1
Functions: Hours, Minutes
Case: 37mm Stainless Steel or Gold PVD case
Dial: Black, Blue, Green sunray, Tiger’s Eye, Lapis Lazuli, Malachite, Aventurine Dials
Strap: Crocodile patterned leather straps with matching pin buckles
Price: Sunray Dials – USD 490, Stone Dials – USD 690

For more info, head to Dennison’s website here.