Our mission

Our mission is to bring you products you can rely on to handle everyday abuse. Grab and go without thought. Products that look better with some dings and scratches. Like a well broken-in hat or pair of jeans. Products that are properly engineered to be super tough, fun to use and nice to look at. The best part, these products are only available factory direct. Why does that matter? Without distributors or dealers, this means we can offer these awesome products at wholesale level pricing for everyone. Its that simple.

We make watches designed to get beat up on a daily basis and look good doing it. The kind you wear to work outdoors. Watches you can wear daily and not worry if you drop it or bang it against a wall. Watches that even a diesel mechanic or an oil rig worker could wear daily and just not have to worry about it. 

Our product line begins with watches and watch accessories but our goal is to also expand into many other durable EDC products in the future. No matter what we offer, our mission is for every product we produce to be extremely durable, highly engineered, great looking and affordable.