Having served some 70,000 customers in 110 countries around the world with their affordable and elegant watches and accessories, the three brothers behind Waldor & Co. are launching their first automatic watch, the Continual 39 Amalfi.

Waldor & Co. is a Swedish watch brand founded in 2012 by three brothers: Mikael, Andreas, and Johan Christensson. They were fortunate enough to have spent all their childhood summers in the picturesque fishing village, Bovallstrand, on the Swedish west coast. To this day, Bovall, where Waldor & Co. came to life, is the place where they recharge and reconnect with their creative essence. This trio has always been devoted to the art of timekeeping and design, and it is there, among granite rocks and saltwater, where their vision to express their creative side took shape.

Waldor & Co. specializes in crafting contemporary watches and jewelry that stand the test of time, so it is only right that the brand include a new mechanical timepiece in its collection. The brothers drew inspiration from their Swedish roots and vibrant cultures across the globe that color their experiences and form their identity. The Waldor & Co. designs are defined by a fusion of Scandinavian minimalism and the ambiance of Southern Europe.

A case in point is the new Continual 39 Amalfi, which combines classical European elegance toned down with a northern touch of sensibility and good taste. The white Roman numerals stand in stark contrast against the jet-black background, complemented by a pair of leaf-shaped hands for the hours and minutes. The smooth ticking motion of the seconds hand is powered by a reliable Miyota 9093 caliber, revealed by a sapphire crystal caseback, running at a modern frequency of 4Hz (28,800vph) over a power reserve of 42 hours that is, of course, replenished by a self-winding system.

The 39mm wide case is crafted from 316L steel, as is the mesh (Milanese-style) bracelet, and both feature rhodium plating. The fine proportions of the case are highlighted by the gracefully arched lugs and layered bezel, topped off by a curved mineral glass front treated with an anti-reflective coating for enhanced legibility at any sun-kissed destination. The lugs are 20mm apart and are fitted with either a black leather strap with contrast stitching or the aforementioned mesh bracelet, and are easy to match with an endless variety of third-party straps, as well.

At the center of Waldor & Co. lies the connection it has with its customers. They are the core of the brand, providing the brothers with invaluable feedback and hence fueling their creativity. This philosophy encompasses every aspect of their business, from product development to the aftercare that is essentially neverending: “We do not settle for good enough; we look at improvement as a neverending process without a final destination. Our focus lies in creating products that endure over time, both in terms of design and durability. We obsess over perfecting every piece, one by one.”

The Waldor & Co. Continual 39 Amalfi watch is priced at €659 including taxes and free shipping, fitted with either a genuine leather strap or mesh bracelet, and comes with a 2-year international warranty. You can learn more at the brand’s website.

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