At some point, “designed to be right” needed a definition.
Not a tagline. A constraint.
Something that forces decisions.
So I set a limit.
A defined standard
One hundred watches.
Not as a marketing idea. As a way to stay accountable.
If you’re only making one hundred, every decision matters more.
There’s no volume to hide behind. No room for unnecessary variation.
It forces clarity.
Fewer options. Fewer compromises.
Better focus on what actually matters.
Materials. Proportions. Legibility. Assembly.
Everything has to hold up.
That became the standard:
Not how many can be made—
but how few can be made well.
