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Emerton Scott is a brand we hope people can really connect to and see sense in, a brand that isn’t competing on price, but simply one that looks to provide great quality and good value whilst doing what they truly believe in. Having come up with the name over coffee in a humble café, we wanted the focus of our company to be very much on making the customer experience as personal as humanly possible from start to finish. We know that anyone searching the term “watch” on crowd-sourcing sites is likely to be presented with a huge array of watches, but we hope you’ll take note of ours.

We were determined to at least test the water and see if people felt a personalised approach to service was appreciated in the industry. Fast forward two years, and the risk luckily paid off, with our Es.1 collection being shipped to many countries around the world. The best thing is, the majority of our business is from referrals or repeat customers, so at least we know we’re doing something right.

In succession to the Es.1 collection, we feel our new Es.2 Automatic range is a step in the right direction. The Automatic range measures in at 38mm in diameter and is an elegant 9mm thick. They all have a 10ATM water resistance and are made from 316L stainless steel, coming in either Gold, Rose Gold, or Classic Silver colour versions. The nicely sized crown is consistent with the classic approach in design, allowing you to set the time and date with great ease. We wanted to be bold with this collection, so we designed a pair of beautiful (in our humble opinion) oval hands that we felt made the collection more distinctive and unique. We wanted to highlight the date subtly, adding an elegant border and positioning it prominently at 3 o’clock.

It’s common knowledge that the watch industry is one of the most saturated around, which many new companies trying to penetrate the market may see as a bad thing, but we thinks it’s actually positive. Firstly, not only does the market give customers an extensive range to choose from, but it also keeps established companies on their toes and drives micro brands to focus on delivering products and service that can compete with the giants of the industry. Overall, the brands with no longterm vision will be weeded out fairly quickly and new ambitious brands will continue to give customers great value for years to come.

We wanted to make sure we were working towards a collection that offered more than just a nice-looking dress watch. We wanted to focus on the little things that come with the experience of buying a new watch, whether it be for yourself or as a gift. It’s fair to say if you look on the rear casing of most watches, you’ll find the brand’s logo and some details regarding the watch’s specifications. Instead of following suit, we wanted to leave the majority of the rear casing open for our customers to take advantage of our complimentary engraving service. Simple as it sounds, we’ve received emails form customers thanking us after their partners have been brought to tears from the message their loved ones have inscribed – we can only hope happy ones. All jokes aside, these emails and reviews gave us great pride in what we’re doing. This is why we’re massively passionate about encouraging every customer to take advantage of it.

We’ve been very focused and interested in how we’ve approached our opening experience, looking at how packaging and the service accompanying it can enhance how our customers feel about our brand’s values and standards. We wanted the unveiling of the watch to feel exclusive and special, so we designed a wooden presentation case that ensures an added anticipation and a sense of luxury. We’ve also designed it to be reusable as a jewelry box or place to keep your keys and other miscellaneous items. We appreciate that this isn’t re-inventing the wheel, but we are trying to look at every aspect of the customer’s experience and developing it to be as good as it possibly can be. We figured if we take pride in the details, all the little things we’ve done better then average will eventually add up.

We wanted to have a good trusty movement, so we decided on the Miyota 9015 automatic. It has a great reputation, having 24 jewels and with 28,800bph, whilst enjoying a power reserve of around 42 hours. We are looking to move into customised complications in the next 18 months, but we want to learn how to crawl and walk first before we start running.

The collection is available now in each of the three colours, and complemented with 20mm wide Italian Hirsch leather. We also encourage you to check out our video here. You can wait for our official release in March 2017 where prices are expected to be £329, or you can check out our Indiegogo here where we are giving the first backers introductory prices starting from just £139.

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