Let's Enjoy The Rise of American Watchmakers Together
In recent years, the watchmaking landscape has experienced a remarkable transformation, with microbrands emerging as significant players in the industry. These smaller, independent brands offer unique designs, innovative craftsmanship, and a personal touch that often distinguishes them from larger, more established brands. In the United States, several microbrand watchmakers have risen to prominence, delivering high-quality timepieces that appeal to both novice and seasoned collectors.
Here, we explore some of the best American microbrand watches making waves in 2025, along with their origin stories. We also can't deny the significance of the American large brands that have molded and continue to shape the larger watch landscape. We'll cover them the best we can in addition.
The Best American Watch Brands in 2025 and Beyond
ARDÍO Watches
Ron Oley, owner of ARDIO Watches, introduces a boutique watch brand from Pennsylvania, USA, that embodies an intense zeal and glowing passion, as reflected in its name derived from "ardent." The brand's debut watch, the Caribe, took over three years to meticulously design and produce, adhering to the traditional microbrand approach by crafting each component from scratch and selecting the best suppliers without cutting costs or relying on third-party agencies. ARDIO's mission is to create unique, high-quality mechanical watches in small batches, ensuring top-notch quality control and customer service, all while offering the best value at accessible prices.
Autodromo
Bradley Price conceptualized Autodromo circa 2008, and since 2011, Autodromo has been turning a personal passion for classic cars and design into a globally recognized boutique watch brand. Inspired by the golden age of motoring, Autodromo creates timepieces that capture the spirit of vintage dashboards and the thrill of the open road. Unlike mass-produced automotive watches, each Autodromo piece is meticulously designed from the ground up, blending bespoke components with refined craftsmanship. From collaborations with racing legends to the official Ford GT watch collection, Autodromo stands as a testament to Price’s dedication to authenticity and storytelling. Every watch is more than an accessory—it’s a piece of automotive history, made for those who live and breathe the driving experience.
*BALL Watches
Founded in 1891 by Webb C. Ball in Cleveland, Ohio, Ball Watch Company revolutionized timekeeping in response to a fatal train collision caused by a timing error, setting strict chronometric standards that shaped the railroad industry and influenced global watchmaking. Although now headquartered in Switzerland, Ball remains deeply connected to its American roots, producing rugged, high-precision mechanical watches known for their self-powered micro gas tube illumination. Collections like the Engineer II, Trainmaster, and Fireman blend classic design with modern innovation, upholding the brand’s enduring motto: "Accuracy Under Adverse Conditions."
Canopy Watches
At Canopy Watch Company, every day is seen as an opportunity for adventure and discovery. Inspired by the canopy of a fighter jet, which offers breathtaking views of the sky and earth, Canopy's mission is to create watches that embody this spirit of courage and curiosity. Their stylish and functional timepieces are designed to be durable and reliable, ready to accompany wearers on any journey. Crafted with quality materials and meticulous attention to detail, these watches are suitable for any occasion, from the office to the great outdoors. Canopy invites customers to join their community of adventurers and explore the world through the lens of their distinctive watches.
Dryden Watch Company
Dryden Watch Company, founded by photographer and watch enthusiast Jerry, is a small-batch brand blending vintage-inspired designs with vibrant colors, often drawing from passion for wildlife photography. With in-house assembly led by chief technician Jeff, every watch is crafted with care in their Kansas City workshop, ensuring each piece meets the highest standards. Their personal approach allows for direct interaction with customers, creating a hands-on experience at events or through communication. Dryden’s commitment to craftsmanship shines in their Heartlander model, built for adventure with a scratch-resistant sapphire crystal, 100m water resistance, and a lightweight yet durable case. The tapered presidential bracelet adds style and comfort, while the military-inspired dial with luminous hands ensures readability in low light. Backed by a two-year warranty, the Heartlander is designed to keep up with your adventurous spirit, wherever you roam.
DuFrane Watches
Steven, the founder of DuFrane Watches, has been enamored with the timeless elegance and poetic beauty of mechanical watches since purchasing his first watch at age eight and receiving his grandfather's Wyler watch from his mother. His passion as a collector took him across Europe, where he delved into the rich history of watchmaking. Driven by a desire to share his love and knowledge, Steven began sketching designs that eventually incorporated the spirit of his adopted city, Austin, Texas. In 2016, he established DuFrane Watches, named after his mother's maiden name in her honor. The inaugural series featured the hand-wound Bergstrom, inspired by early pilots, followed by the Barton Springs 656, a modern diver model. Each DuFrane watch is a unique blend of Steven's passion, classic design, and Austin's distinctive essence, celebrating the past, embracing the present, and inspiring the future.
*HAMILTON
This one comes with a bit of an asterisk, but its too influential and important to American watchmaking to leave out. Although now Swiss-owned and produced, Hamilton’s roots run deep in American watchmaking history. Founded in 1892 in Lancaster, Pennsylvania, Hamilton quickly established itself as a leader in precision timekeeping, supplying highly accurate railroad watches and later becoming the official timepiece provider for the U.S. military. Throughout the 20th century, Hamilton played a pivotal role in aviation and cinema, with its watches appearing in countless Hollywood films. Today, under the Swatch Group, Hamilton continues to honor its American heritage by producing rugged field watches, aviation-inspired timepieces, and vintage reissues that capture the brand’s pioneering spirit. Blending Swiss precision with classic American design, Hamilton remains a beloved name in horology.
HELM WATCHES
Matt, the founder of HELM Watches, started the brand driven by his passion for dive watches and the need for affordable options. As a watch enthusiast and collector on a budget, Matt was often disappointed by the market's lack of affordable yet high-quality timepieces. Inspired by his affinity for clean, functional design and a desire to offer solid value, he launched HELM Watches. Despite the abundance of appealing independent watch brands, Matt found most were either too expensive or out of production. After fifteen years in product development and sourcing in the bicycle industry, Matt moved to China in 2013, finding himself in the heart of the world's largest watch manufacturing hub. He began developing his own watches, leading to the creation of HELM. The brand's first model, the Vanuatu, was released in October 2015, embodying Matt's vision of affordable tool watches that resonate with fellow enthusiasts who appreciate thoughtful design and solid value. Due to its popularity and small production runs, HELM operates on a waitlist, so find a watch you love, sign up, and enjoy the watch when the opportunity to purchase via email comes about. They're worth it.
Imperial Watch Co.
Imperial Watch Co. was founded by Ben Berkow, whose fascination with watches began during his time in the United States Coast Guard. His journey into horology started with watch modding, where he created custom designs and organized group projects. This passion for building unique timepieces led him to establish Imperial Watch Co., focusing on creating and producing watches that blend vintage aesthetics with modern quality and functionality. We've covered both of the brand's Oceanguard GMT (watch shown above) releases, and they're awesome.
ISLANDER Watch
Island Watch, a small family-owned and operated business, offers a unique collection of 100% authentic watches not typically found in local jewelry stores. As an authorized dealer for each brand they carry, Island Watch provides a diverse selection of styles from Germany, Switzerland, Italy, the Islands, the Far East, and the United States. Owner and operator Marc Frankel turned his passion into another venture by creating Islander Watch, the retailer's house brand, in 2019. Islander offers affordable, high-quality watches in nearly every genre, including dive, pilot, field, dress, and everyday styles. Featuring upgrades like sapphire crystals, ceramic inserts, automatic movements, and screw-down crowns, Islander watches rival big brand quality without the high price tag. Additionally, Islander offers Ameriquartz watches, assembled in the USA, in various styles such as dive, field, and chronograph. With such a variety, customers are sure to find the perfect timepiece to suit their tastes without breaking the bank.
JACK MASON
Founded in Texas in 2015 by Peter Cho and Craig Carter, Jack Mason is dedicated to creating an inclusive and collectible watch brand that is accessible to all enthusiasts. Their goal is to establish a legacy in their home state by producing high-quality watches designed with integrity and purpose. Drawing from their own experiences of becoming watch enthusiasts, Jack Mason aims to support individuals at any stage of their watch journey. Initially emerging during the peak of the fashion watch trend, the brand set out to differentiate itself with authenticity and originality, avoiding the association with well-known fashion houses. Using a vintage 1971 Airstream as a mobile showroom, Jack Mason traveled across the country, engaging with the community through trade shows and pop-up events to introduce their distinctive watch brand.
Lorca Watches
Lorca Watches was established by Jesse Marchant, a recording artist based in New York. Marchant was inspired to create the Model No.1 GMT after touring Europe frequently and realizing he lacked the perfect travel watch. Lorca's first release, the aptly named Model No.1, aims to offer a refined selection of elegant, mid-sized, waterproof Swiss Made mechanical watches. These timepieces are crafted with meticulous attention to detail, affordably priced, and built to meet the high standards of experienced collectors. Lorca watches are accurate, easy to service, and designed to be both romantic and beautiful, making them suitable for everyday wear.
Lorier Watches
Lorier Watches, founded by husband-and-wife team Lorenzo and Lauren Ortega in 2018, is based in New York. The brand produces vintage-inspired mechanical watches that are both stylish and affordable. The Neptune and Falcon models are particularly well-loved for their classic designs and reliable performance. Lorier aims to bring the charm of vintage watches to modern consumers, offering timepieces that are timeless and accessible. Lorier offers one of the best vintage inspired dive watches on the market today, with their Neptune model (pictured above).
MK II
Founded by Bill Yao, MK II is a Pennsylvania-based brand known for crafting high-quality tool watches inspired by vintage military and dive timepieces. With a focus on historical accuracy and modern reliability, models like the Paradive, influenced by U.S. military dive watches, and the Hawkinge, a refined take on WWII pilot watches, have earned a loyal following. Each watch is assembled in the U.S. with meticulous attention to detail, ensuring durability, legibility, and precision. By blending classic design with modern engineering, MK II has established itself as a respected name among enthusiasts who appreciate well-executed, historically inspired timepieces.
MONTA Watches
Monta Watches was founded by Michael DiMartini and David Barnes in St. Louis, Missouri. The brand offers luxury sports watches with Swiss movements, focusing on meticulous attention to detail. Their Triumph and Ocean King models are particularly notable for their elegant design and robust construction. Monta aims to bridge the gap between luxury and practicality, creating timepieces that are both sophisticated and functional. Check out our take on the Oceanking and Skyquest also!
NODUS Watches
Nodus Watches was founded in 2017 by Wes Kwok and Cullen Chen in Los Angeles. The brand quickly gained popularity for its well-designed, affordable watches. Nodus focuses on delivering quality timepieces with reliable movements, such as the Avalon II and Sector Series. Their commitment to craftsmanship and customer satisfaction has earned them a loyal following. We've been fortunate to get hands-on with the Sector Pilot, Deep, and the Avalon II. They are redefining the watch world as we speak, no, write.
OAK & OSCAR
Chase Fancher, founder of OAK & OSCAR, launched the Chicago-based watch brand with a focus on thoughtful design, quality craftsmanship, and a passion for adventure. Named after his love for fine bourbon (oak barrels) and his loyal dog, Oscar, the brand has carved out a niche in the independent watch world by producing refined yet highly functional timepieces. Oak & Oscar takes a hands-on approach, designing every watch in-house and partnering with top-tier manufacturers to ensure precision and reliability. With a commitment to small-batch production, strong customer service, and a community-driven ethos, the brand continues to resonate with enthusiasts who appreciate well-executed, purpose-driven watches.
Ocean Crawler Watch Co.
Ocean Crawler, a North Carolina based watchmaking company, specializes in self-winding and automatic mechanical watches designed for contemporary adventurists with a taste for nostalgic sophistication. Committed to producing high-quality, high-end watches, Ocean Crawler emphasizes reliability, durability, accuracy, and style. Each watch undergoes rigorous testing, including ten different shock tests, with the most severe being a high impact hammer test equivalent to 6,000 G. These watches, built to withstand extreme environments, remain fully functional and accurate even after such intense testing. Every limited edition design carries a unique character, embodying the brand's vision in each new model.
PREVAIL Watches
Prevail Watches, based in the Tampa Bay, Florida Area, was founded by Hassan Madras, a United States Air Force Reserve staff judge, with a mission to redefine military-style watches through modern, resilient design and a deep respect for those who serve. Committed to meaningful representation, the brand never glorifies war to sell a watch and donates a portion of its profits to the Heart and Armor Foundation, supporting veterans' health. Their Onward Future Field Watch embodies this ethos, blending classic military toughness with contemporary refinement. Featuring a matte stainless steel case with fixed lugs, a recessed sapphire crystal, and 200 meters of water resistance, it’s built for adventure while maintaining an easy-wearing 42mm feel on the wrist. A portion of sales supports veteran-focused scientific research and community programs, reinforcing Prevail’s dedication to both form and purpose.
RAVEN Watches
Based in Overland Park, Kansas, Raven Watches was founded by Steve Laughlin. The brand specializes in contemporary sport watches designed for travel and adventure. Models like the Trekker and Airfield are highly regarded for their durability and functionality. Raven Watches combines modern design with robust construction to create timepieces that can withstand the rigors of exploration. Raven has collaborated with the liked of NODUS, and others to create incredible watches at great value.
RGM Watches
RGM Watches, founded by Roland G. Murphy in 1992 in Mount Joy, Pennsylvania, stands out as a premier American watch brand. Murphy's journey into horology began with early exposure to clockmaking and formal training at Bowman Technical School and WOSTEP in Switzerland. Known for merging traditional watchmaking techniques with modern innovations, RGM produces notable in-house movements such as the Caliber 801 and the Pennsylvania Tourbillon. The brand also excels in custom watchmaking and the restoration of vintage timepieces, making it a key player in preserving and advancing American watchmaking craftsmanship
SANGIN Instruments
Sangin Instruments identified the need for a versatile, discreet watch during a deployment, where military members often wore unattractive rubber watches. Seeking a watch suitable for both briefings and field operations, they developed prototypes in Southeast Asia, testing them in diverse environments from jungles to cockpits. Feedback led to their first timepiece, the Kinetic, used by professionals like pilots and EMTs. They later released models like the Atlas and Neptune, all undergoing rigorous quality control. Named after a key kinetic area in Afghanistan, Sangin Instruments honors the diverse and brave men and women who served there.
SHINOLA
Shinola, established in 2011, has become a symbol of American craftsmanship and revitalization. Headquartered in Detroit, Michigan, the brand transformed 12,000 square feet of raw space into a state-of-the-art watch factory in 2012, marking the first watch manufacturing facility to open in the United States in nearly fifty years. Shinola's debut timepiece, the Runwell, launched in 2013, quickly sold out, underscoring the brand's commitment to quality and design. Beyond watches, Shinola has expanded its product line to include bicycles, leather goods, and audio equipment, all reflecting a dedication to American manufacturing and the resurgence of Detroit's storied industrial landscape.
Sō Labs Watch Co.
Sō Labs, a Chicago-based team of watch enthusiasts, aims to bring fun and creativity back to timekeeping. The name "Sō" signifies 'beginning,' 'creativity,' and 'layer' in Japanese, reflecting their mission to craft playful, beautiful timepieces through the layering of color and transparency. Their text and logo-free dials emphasize design. The "Labs" part of their name highlights their commitment to innovation through experimentation, as seen in their LAYER ONE and LAYER TWO series. Each model is produced in limited quantities, emphasizing exclusivity and unique design.
TIMEX
Timex, an iconic American watch brand with a legacy dating back to 1854, has long been synonymous with durability, innovation, and affordability. Founded in Waterbury, Connecticut, Timex revolutionized the watch industry by making reliable timepieces accessible to all, earning a reputation for creating watches that “take a licking and keep on ticking.” Over the decades, Timex has continuously evolved, blending classic craftsmanship with modern technology—offering everything from rugged field watches to refined dress pieces and cutting-edge smartwatches. With a commitment to quality and timeless design, Timex remains a household name, proving that great watches don’t have to come with a luxury price tag.
TRASKA Watch
Traska, founded by Jon Mack in Florida, is known for crafting durable yet refined tool watches that balance vintage inspiration with modern engineering. Their signature hardened stainless steel cases offer superior scratch resistance, setting them apart in the microbrand space. Models like the Summiteer field watch, the versatile Commuter, and the Freediver dive watch showcase Traska’s focus on robust build quality, thoughtful proportions, and timeless aesthetics. With meticulous attention to detail and a direct-to-consumer approach, Traska has earned a loyal following among enthusiasts who appreciate well-crafted, reliable timepieces at exceptional value.
Tornek-Rayville
Seven years after advisors arrived in Vietnam, the U.S. military sought its first purpose-built combat dive watch. Tornek-Rayville, an unknown brand, triumphed over major U.S. companies like Bulova. In 1963, the TR-900 was introduced and used by special forces like the Marine Force Recon and Navy SEALs. Today, Tornek-Rayville continues to prioritize durability and reliability through the National Integrated Research & Development Department (NIRDD) for design and Sea Point Applied Research (SPAR) for field testing. These units ensure high-performance tools for extreme conditions into 2025 and beyond.
TSAO Baltimore
Tsao Baltimore LLC, founded in 2017, is a distinguished watchmaker based in Baltimore, Maryland. Specializing in premium timepieces, each watch is meticulously crafted with a strong emphasis on quality and attention to detail. From the initial design phase to assembly, Tsao Baltimore ensures that only the finest components are used, complemented by exceptional customer service. Moreover, the company's dedication is reflected in its deep-rooted passion and commitment to Baltimore, evident in every watch design which pays homage to the city and its inhabitants, embodying the essence of Baltimore within each TSAO Baltimore timepiece.
VAER Watches
Vaer, founded in California by Ryan Torres and Reagan Cook, is dedicated to producing rugged yet stylish timepieces that embrace American assembly and durability. Specializing in field and dive watches, Vaer prioritizes water resistance, legibility, and everyday wearability, with models like the D4 Arctic dive watch and the A5 Field Automatic exemplifying their commitment to quality. Many of their watches are assembled in the U.S., reinforcing their mission to support American craftsmanship. With a focus on adventure-ready reliability, classic design, and direct-to-consumer affordability, Vaer has built a strong reputation among enthusiasts seeking dependable, well-crafted tool watches.
VERO Watch Company
Founded in 2015 in Portland, Oregon, VERO Watch Company aims to dispel the notion that quality watches must be unaffordable and dull. Driven by a passion for watchmaking, VERO creates rugged, unique field watches designed to be worn and cherished. Their craftsmanship evolves with each series, learning from past successes and failures. In 2020, VERO transitioned to using a Swiss manufacturer for parts, upholding stringent quality standards and sustainable practices. The brand's mission is to inspire adventurous lives with durable, stylish timepieces, offering some of the best warranties in the industry.
WEISS Watch Company
Founded by Cameron Weiss in 2013, Weiss Watch Company is now based in Tennessee. Cameron's passion for watchmaking began at a young age, leading him to study at the Swiss WOSTEP program and work for prestigious brands like Audemars Piguet and Vacheron Constantin. Determined to revive American watchmaking, Weiss produces many components in-house, including cases, dials, and hands. Their Standard Issue Field Watch exemplifies their commitment to excellence and American craftsmanship.
Wrapping Things Up
From heritage brands like Hamilton to up-and-coming microbrands redefining affordability and design, American watchmaking is experiencing an incredible resurgence. Whether you're drawn to rugged tool watches, vintage-inspired pieces, or high-end craftsmanship, there’s never been a better time to explore what American brands have to offer.
So, let’s celebrate this golden era of American horology—because the future is looking bright, and the best is yet to come.
By showcasing a variety of the best American watch brands, this guide aims to provide a comprehensive overview for watch enthusiasts looking to explore the diverse and innovative offerings in the market today. The list will be continually updated as new brands continue to emerge!
For more microbrands picks, check out our lists of best divers and field watches of 2024. Also, if you're new to microbrands start here in 2025!