Check out the Ambush at work with all its functions
Its a good to be an Ambush Backer. Stretch Goal One Unlocked. The waterproof box and NATO strap are yours. Spread the word and let keep going.
New Stretch Goal at $85,000.00: Numbered case back and lifetime battery replacement (Backers only pay shipping). Just send in a numbered Kickstarter watch, and we will replace the battery free of charge. We need your help to get there.
The Ambush by Smith & Bradley: When Precision and Function Matter
The field is one tough place. There are times when accuracy and precision matter. At Smith & Bradley we understand that certain situations call for different watches, and the Ambush, our latest creation is designed to fit situations where a tactical operator needs more accuracy and precision than a pure analog watch, but still needs the simplicity of a conventional dial.
See What other Gear Fanatics are Saying
Smith & Bradley is the brain child of two watch fanatics in Central Illinois; Jerommie Smith and Ryan Bradley. After years of buying, selling, and repairing watches from all over the world we never seemed to find a watch that would last on the wrist for more than three weeks. Almost all of our watches were sport watches, but we inevitably found something to complain about with every watch we wore Whether the stainless bracelet did not have the right screw down pins, or the bezel was not the correct ceramic material with the correct tolerances, something was always wrong. Amid the frustration, we decided to roll up their sleeves and start a watch company that embodied the quality we demanded, and that could be purchased at a reasonable price. Our goal is simple, convert everybody we meet into a watch fanatic, and to deliver a superior quality watch, with the best possible components, that is both affordable enough to own, and rugged enough to wear. Thanks for checking out our project. For our third round on Kickstarter, we hop to fund our best target yet.
The Ambush: Formulated in the Field
For our Third Project Smith & Bradley is Bringing Digital Analog to a New Level (White Board and Sketch Pictures) For this our third Kickstarter campaign, lead designer Jerommie Smith went back to the drawing board (literally) to design a first-of-its-kind digital analog tactical watch that blends form & function, by melding Swiss precision and accuracy with rugged styling present in all Smith & Bradley watches. Drawing inspiration for years of real-life SWAT experience, and blending it with the straight-forward and clean lines of an AR-15 assault rifle, Jerommie imagined a true masterpiece of a tool. Tool is the operative word. In an ever-changing world where preparedness is paramount, we wanted to produce a watch that will be strong and durable in the field, and at the same time have the functionality that is necessary for travel and other high-pressure situations. Sometime a watch has so much usefulness built into one case that it transcends the role of timepiece and becomes a tool.
The Ambush is just that watch. Born in the Field: Perfected on the Workshop
Similar to our revolutionary Lume Tube technology, Jerommie came up with the idea of a Smith & Bradley Digital Analog watch during his time as a SWAT Team Member in which he participated as part of his ten years in law enforcement. He loved the analog design, but needed the functionality of a digital work horse. At the same time, the design customarily implemented on a digital analog watch simply left something to be desired. Fast forward ten years, and Jerommie began to design in earnest. We started with a robust Swiss Movement. As with most watches, there are multiple choices for digital analog watch movements. We opted to use a high-grade Swiss movement. While significantly more expensive, given the Ambush’s intended tactical use, we decided that accuracy and precision are worth the added cost. Similar to the Sans-13 and the Atlantis, we order our movements directly from the factory in Switzerland. This is a much different model than many other companies that use in have third parties sources components by using wholesalers. Purchasing our movements direct allows us more control over the process.
Swiss Digital Analog movement
316L stainless steel PVD coated
44mm case without crowns
Sapphire crystal that is Anti-Reflective coated
EPDM rubber strap
Production will have DLC coated strap buckle
Alarm, Chronograph, Compass, Dual Time zones functionality
Blue back-lit LED digital display
Superluminova on Analog hands Designed in Sidney Illinois Our Design inspiration The bezel is designed drawing inspiration from AR-15 top rail.
Aggressive Design for an Aggressive Watch
The side of the watch emulates an AR-15’s heat vents. The analog watch hands are another design feature we are proud of. Since the compass utilizes the hands to show true north (the digital field shows all data of direction and heading in degrees, all program done by user) we built the minute hand to have rear sights at the end and ghost ring circle in the middle. The minute hand will point to true North and the hour hand is your heading during compass mode. Now the hour hand has a red dot on the end. This makes it very easy to keep position on your heading. A small detail, but one that we agonized over for weeks. The unique factor is when the two cross every hour you have ghost ring sight alignment!
Technology at Work
The Ambush is no simple stopwatch. It features two time zones, an alarm, chronograph, and digital compass. These features are easily toggled between by using the main crown as the master control. Similar to the design used in fine automobiles, we tried to use the toggle function to provide accessible full function feature that is usable with one hand. Additionally, we use a Swiss Renata battery to power the movement which includes the digital and analog feature. The Reneta provides a theoretical 39 month battery life (depending on how you use the watch.) Despite the extreme length of the battery life, we built into the Ambush an end of life battery function wherein the Ambush will show in the digital background and continue running. This provides ample warning on when to the change the watch battery so you will never be caught off guard.
The functionality of the movement is astoundingly complex yet at the same time simple and intuitive. For instance, the hands of the watch always move to the 10 and 2 (open) position when the digital fields in the background are activated. The user will never have a digital field obstructed by the hands when the digital fields are in use. The hands operate like a conventional analog watch until the digital fields are activated.
The bezel unidirectional, that is it moves one way, this is because the bezel is used as part of the Ambush’s navigation system. Insert Bezel picture. The user’s home time is set in the TIME1 this allows for Zulu time to be set on TIME2. This is a very useful feature if the user travels between different time zones since its as easy as pressing one button to toggle between two zones. The CHRONO feature is for any timing with digital accuracy and functions like a conventional stop watch. Set ALARM feature is also straightforward and a feature not usually included on a tactical watch. The compass on the Ambush is electronic and programmable. The compass is programmable for heading in degrees and declination. This makes navigation accurate and precise. The Low Light Settings We utilized reverse LED for the digital function. This will allow us to use light from our environment to utilize the LED. This LED will give off no light unless it is activated. Therefore, similar to the San-13, the user has control over the lume of the watch. We opted for the low level blue LED to illuminate.
The dial numbers and the center of the hands are Superluminova and are visible in low light situations even without the use of the blue LED.
This watch will withstand 10ATM/100metres/330 ft. Watch may be worn during shallow snorkeling, skin diving and recreational swimming.
The Ambush is pressure tested. This means that product is water-resistant. In addition to the term "water resistant" watches may be marked with an indication of the test over pressure given as a pressure. We pressure test the Ambush to 100 meters or 330 feet. This being said, the Ambush is not a dive watch. The main point to bear in mind is that the buttons on the watch should never be pressed in when the watch is under water.
In keeping with the simplicity of the project, we are pleased to announce two amazing stretch goals. For those early backers the deal just keeps getting sweeter, and for new backers we are really raising the bar.
At $75,000.00, in addition to the Ambush on the custom EPDM rubber strap each backer will receive the choice of a Green or Brown NATO strap with PVD hardware AND a Smith & Bradley waterproof box and polishing cloth.
At the $85,000.00 Level each back will receive an individually numbered Ambush and lifetime battery replacement. Just pay shipping and we will replace the battery for you.
At $100,000 each backer will receive, in addition to all the cool stuff above, a stainless steel PVD coated bracelet. We will be retailing this bracelet for $75.00 in full production, and it is the real-deal.
Timeline and Production
- Funding will be in September
- Production will be 45 days on this complicated of a design and will be complete by October 31.
- Assembly and quality control will take two weeks and will be completed by November 15.
- We will begin shipping mid November and have the entire process completed by November 30, 2014.
This is Not Our First Rodeo
We have successfully funded two previous projects on Kickstarter, and are familiar with the process. We aim to under promise and over deliver. Like our Sans-13, and the Atlantis, we plan for great stretch goals as well. Additionally, we are depending on the feedback and great comments from our backers to build the absolute best digital analog tactical watch on the market. In that we have built other watches before, we have developed excellent partners in production, and rely on many companies across the globe to make the various components of the Ambush. We are not limited to once factory’s sourcing capabilities and can put quality first.
Part of our goal is to fund our packaging effort. For this watch we want to use a waterproof box with our own design. We are currently in the design phase, and are hoping for successful stretch goals to complete the process.
Risks and challenges
We have no board of directors, we have no investors, and we even clean up the shop ourselves. We are a small watch company with a killer work ethic, a solid design aesthetic, and a burning desire to change the industry. We are invested in our future and our passion is our biggest asset. Accordingly, one of our challenges is sourcing in volume given our small statute. This is why we are turning to Kickstarter. Due to the high-quality materials that we use we are forced to operate in large volume in order to keep our costs down. Furthermore, the Swiss movement market is fickle and ever changing. We have a very good relationship with our movement manufacturer, however we would like to maximize volume purchasing. This simply means that we need the assistance of our backers to get us through production. Because we have been designing, sourcing, and building watches for over two years now, and have successfully funded our Sans-13 and Atlantis projects on Kickstarter, we are aware of the intricacies and hurdles that are associated with watch production, and are well-equipped to meet our goals. We have learned from our mistakes, and are constantly adapting to the ever-changing watch market. Our greatest challenge will hopefully be handling huge demand!Learn about accountability on Kickstarter
- (45 days)