Most microbrands' first models are somewhat vanilla; "playing it safe". We think safe is boring. Our first two models proudly display the full 24 hours of the day with dramatic case designs and the date on the left side of the dial. They are unique through and through.
We launched the "Bronze Age" and the "Northerner" at 17:00 on 28 October and four minutes later we were fully backed. Kickstarter named us one of their "Projects we love" and we were ultimately 983% funded. Perhaps we're not the only ones bored by most brands playing it safe! We are now working on the next two models as well as iterations of the Bronze Age and Northerner. Our promise to you is that you will never be bored by our watches.
24 hour watches have been made for centuries but have always been niche. Why is that? The day has 24 hours, after all.
The main reason is that centuries ago, when chiming turret clocks were the main way for people to know the time, making those clocks chime all 24 hours of the day was difficult mechanically. It was much easier to only chime 12 hours. Thus showing half the day became common both on dials and in speech. We're all used to that but does it really make sense?
We think there is a better, more natural way of showing the time. In the 24 hour system there is no confusion about what time of the day you are looking at and it is undeniably more natural to see the whole day on the dial than just half of it.
Northern Watches show the whole day at a glance, with midnight (0) at the bottom of the dial and 12 o'clock noon at the top of the dial, matching the positions of the sun.
For those accustomed to AM/PM it is still simple: AM is on the left side of the dial, PM is on the right side of the dial. We believe this is the natural way of showing time. Because the day has 24 hours.
