Welcome! In this new series, we’re going to highlight some of the most compelling new watches that have entered the A:S inventory each month. Without restricting ourselves to price, category, movement type, or any other metric, we’re simply going to focus on pieces that are a bit out of left field — in other words, cool watches. (Not that your average Speedmaster or Submariner isn’t supremely cool, mind you. But we wouldn’t be Analog:Shift — a business founded on funky and affordable dive watches and the like — if we didn’t call out the colorful, the offbeat, and the plain ole’ wacky!)
From a sub-$500 mechanical Mickey Mouse watch to a $20,000 neo-vintage Parmigiani, these timepieces present a range of sizes, shades, materials, use cases, and eras, from vintage prizes to modern, pre-owned masterpieces. And as usual, if anything catches your fancy, don’t hesitate to get in touch with us to arrange a visit to our NYC showroom. We’d be more than happy to hang out and talk watches!
Bell & Ross BR-03 Chrono Multimeter ($4,450)
Bell & Ross BR-03 Chrono Multimeter - IN THE SHOP
While the typical Bell & Ross BR-03 takes its inspiration from cockpit dashboard instruments, this Chrono Multimeter variant incorporates a dual-register chronograph with additional tachymeter, pulsometer, and asthmometer scales. Rendered in stunning technicolor against a matte black dial and matching ceramic case with rubber bracelet, it’s a cool and unusual riff on a favorite contemporary model. (Limited to 500 pieces, it’s also long sold out, making this an excellent opportunity to snag one.)
Bulova Accutron Railroad ($995)
Bulova Accutron Railroad - IN THE SHOP
While you’ve surely seen a Bulova Accutron by now, we doubt you’ve ever seen one quite like this: Dating to the 1970s, it features a round, gold-filled case paired to a two-tone bracelet with gold-filled links overlaid on a mesh steel surface. Within the confines of the 34mm watch case is the brand’s electric Accutron movement — this powers a handsome white Railroad Approved dial with ‘Arabic’ indices, a blued steel ‘space’ handset, and an outer, printed black minute track. An official Factory Certified Pre-Owned product, it’s a time capsule from an exciting horological era.
Longines WWII Pilots Watch ($1,950)
Longines WWII Pilots Watch - IN THE SHOP
Established nearly 200 years ago in Saint-Imier, Switzerland, Longines has been making military-issued and other gov’t-issued timepieces for decades. Take this handsome little 31mm pilot’s watch from the Second World War, for example: Housed in a chrome-plated case, it features a knurled bezel and a cool silver dial with an outer closed minute track, an inner ‘Arabic’ hour track, a blued steel handset, and a red 12 o’clock index. Powered by the brand’s hand-wound Longines Calibre 12L movement, it’s perfect for someone who appreciates history.
Universal Genève 'Bathtub' Dress Watch ($1,750)
Universal Genève 'Bathtub' Dress Watch - IN THE SHOP
You likely know Universal Genève from its Compax chronograph series and its Polerouter three-hander series — but did you know the brand also made all manner of other, slightly more unusual watches in the mid-20th century? This 1960s-era ‘Bathtub’ watch, housed in a 15mm-wide stainless steel oblong case with an acrylic crystal and a signed crown, features a simple silver dial with applied indices and a matching ‘sword’ handset. Powered by a hand-cranking U.G. movement and paired to a leather strap, it’s just right for someone who wants to embody Mad Men-era cool.
Elgin Cushion Case Diver ($1,950)
Elgin Cushion Case Diver - IN THE SHOP
This fun and colorful cushion-cased diver is an excellent example of the type of experimental watchmaking that took place in the 1970s: Measuring 42mm in stainless steel, it features a bidirectional dive bezel with a fully hashed timing insert surrounding a cool blue-purple sunray dial with an orange minute track, luminous indices and ‘broad arrow’ handset, and a handy date window at 3 o’clock. Powered by an automatic 17-jewel movement and paired to a sand-colored leather strap with tone-on-tone stitching and a stainless steel pin buckle, it’s the perfect summertime accessory.
Helbros Mickey Mouse ($495)
Helbros Mickey Mouse - IN THE SHOP
What could be more American than an American-founded brand and a watch with an American cultural icon on its dial? Produced by Helbros — which was acquired by fellow U.S.-based manufacturer Elgin in the 1960z — this cushion-cased, stainless steel day-date watch with a cool sunray bezel shows everyone’s favorite mouse with his arms forming the watch’s hour and minute hands. Day and date windows, applied indices, and luminous tritium plots provide legibility, while a cool matching multi-link bracelet offers on-wrist comfort.
Parmigiani Fleurier Ionica ($19,950)
Parmigiani Fleurier Ionica - IN THE SHOP
Dating to the early 2000s, this handsome rose gold Ionica dress watch from Parmigiani Fleurier calls to mind classics from the likes of Cartier and Patek Philippe. Powered by the hand-wound Parmigiani Calibre 110 movement with an 8-day power reserve and 28 jewels, it features a 36mm tonneau-shaped 18K rose gold case with a double-fluted bezel and a beautiful silver guilloché dial. Complicated yet elegant on its taupe-colored leather strap with cream top-stitching, it’s a lovely alternative to better known dress watch silhouettes such as the Tank or the Calatrava.
Bulgari Diagono 'Pepsi' GMT ($3,250)
Bulgari Diagono 'Pepsi' GMT - IN THE SHOP
Bulgari’s early-2000s Diagono line provides a cool alternative to the more well-known GMT watches: Equipped with an outer rotating 24-hour bezel and a blue-and-red 24-hour ‘Pepsi’ rehaut, it can easily track three time zones. While applied, luminous indices and ‘sword’ hands pair with a subsidiary date display at 6 o’clock, an automatic COSC-certified movement and a matching stainless steel multi-link bracelet keep it securely attached to your wrist. Futuristic and cool, it’s an excellent option for the modern city slicker.
Longines Asymmetrical Dress Watch ($995)
Longines Asymmetrical Dress Watch - IN THE SHOP
While it can be difficult to find a genuinely thought-provoking watch design these days, the 1960s provided myriad timepieces whose cases, dials, and complications are still compelling today. Take the 1960s-era Longines, for example: Measuring 32mm in a gold-filled case with a wide, scalloped bezel, it features a black dial inscribed with gold ‘crosshair’ indices, a gold ‘dauphine’ handset, and a subseconds display above 6 o’clock. Hand-wound and paired to a black leather strap, it’s perfect for both men and women who want something a bit out of the ordinary.
Gruen Curvex ($1,950)
Gruen Curvex - IN THE SHOP
If there’s such a thing as an “iconic” American watch, the Gruen Curvex is one of few models that have a legitimate claim to that title. Introduced in the 1930s, it features a curved case and movement — a combination that kept the American firm afloat during the Depression. Measuring 17mm in yellow gold and boasting a handsome champagne-colored dial with stylized ‘Breguet’ numerals, it’s powered by the brand’s hand-wound Calibre 311 and comes paired to a taupe leather Analog:Shift strap.
