Stretch Goals Announced:
Deployment Buckle: $27,500.00
Stainless Bracelet: $40,000.00
Horween Cordovan Strap: $62,000.00
We are fortunate to be able to pass on our good fortune to our backers. Now the American Built Atlantis will be available at $350.00. Thanks to our prior backers, you all will receive a refund to the $350.00 level.
The Atlantis Story
The idea for the Atlantis came from the Smith & Bradley lead designer and innovator Jerommie Smith. We started our company with the dream of eventually building watches in the USA and with solving what we believe is a problem in the watch market. In particular, the lack of well-constructed, affordable, and automatic sport watches. The Atlantis is the completion of our goal.
Presently, we are ready to go into full production of the Atlantis. The design phase is complete and has come a long way from Jerommie's sketch made 35,000 feet in the air after meeting with distributor in Europe.
We have completed dreaded white board stage of the project and have our sourcing complete. We are approximately one year out from when we decided to create the Atlantis. In the process we have designed a watch one component at a time. We decided to do the building in the United States so that we can control the build quality and plan on performing the build right here in Illinois.
We have also completed the prototype phase, and have made three prototypes. The photos on this pages as well as the video are of one of the Atlantis prototypes. We are now relying on the backers to allow us to go into full scale production.
American Built--But With a Purpose
At Smith & Bradley, we design and build high-quality sport and tactical watches that blend both form and function at a reasonable price. After successfully funding our first Kickstarter project, the Sans-13, with our second project, we are trying to do something special.
Our current project, the Atlantis, is an automatic dive watch that is totally designed and built in Sidney, IL. We have spent nearly a year sourcing all of the components of the Atlantis from around the world, and have finally come up with a configuration that meets our standard. We built the Atlantis using a Seagull ST 2130 Movement, Swiss sapphire crystal, 316L Stainless Steel case, and a custom-designed rubber band, and then assemble each watch in our workshop in Sidney, Illinois.
From years in the watch business, coupled with years of mercilessly beating up watches, we found that the primary area where most sport watches fall short is build quality. To solve this problem we decided to begin building our watches ourselves in our Sidney, Illinois workshop. The driving force behind the Atlantis is to deliver top quality, American craftsmanship and durability at a reasonable price.
Building a watch in America means more to Smith & Bradley than a nifty marketing slogan. Our American production has a purpose. We know that watch assembly and first-rate build quality are the crucial components to a solid time piece. We also know that our exacting standards assembly process we are often times much more stringent than other companies. We gained this perspective by reviewing and deconstructing many watches built all over the world from Switzerland to Shanghai and learned from what other builders did right and what they did wrong.
One of the crucial conclusions we arrived at is that dependable performance and durability in a sport watch hinges on build quality. Once a reliable and high-quality movement is selected from a first-rate manufacturer such as Seagull, the focus should shift to the build. It simply does not make to sense to disassemble a factory-direct movement, or order it in pieces and assemble it state-side, just to have a claim that it is American Made.
Instead, at Smith & Bradley we selected a bullet proof movement for the Atlantis and then surrounded it with the best components from all over the word and then we plan to assemble each and every watch in the USA.
Top-Quality Components Meticulously Assembled in the USA
At Smith & Bradley we have accumulated countless frequent flyer miles visiting sourcing facilities and factories all over the world to select our cases, crystals, dials, hands, and bands. We are not simply purchasing our product from a clearing house or from a middleman. We attend international watch trade shows to hand select our components. The Atlantis began development about eight months ago when we decided that we wanted to set the goal of bringing our assembly back to the USA. Many drawings, sleepless nights, and cheap hotels later we are ready to launch the Atlantis.
For the engine of the Atlantis, we chose the Seagull ST-2130. The reasoning behind this choice is simple and straightforward. The ST-2130 is a rock solid movement that has been powering watches for years. Seagull, as a company, has been in operation since 1955 and is a major watch producer all over the world.
After testing numerous movements, including the venerable ETA 2824-2, we settled on the ST 2130. It is dependable, serviceable, and affordable enough that we can produce a watch that delivers the value that Smith & Bradley strives toward.
Additionally, We thoroughly inspect each movement, cleaned, and timed on an electronic Timegrapher. We will also provide a timing report with each watch we build. You will see the amplitude and rate with every watch we build.
We have two fulltime watch benches that will run assembly for the Atlantis. We have developed a very stream line process to build the Atlantis. This will allow us to build with no downtime. One bench is dedicated to assembly of the case and setting dial and hands of the movement. The second bench is full time marrying the case and movement. When its married we send it to the last table for timing and sealing the case back.
We have designed every part of the Atlantis and built the prototype (as pictured). This has allowed us to "stage" scenarios of our assembly and perfect a nice flow of production. Addressing this now allows us to go from a service mode to a production mode.
There will not be a single watch that will leave our facility unless it is given our signature seal of approval. We oversee the production and our name is on it. That's our quality guarantee.
We chose 316 L stainless steel from Germany and Crystal from Switzerland to encase the Seagull St 2130. The dial and the hands are manufactured in China.
Keeping it on Your Wrist: Why the Band Matters.
Given that we are producing a sport watch that will be withstanding substantial use and abuse for years to come, we spend countless hours with hundred of sample bands before settling on our band. This silicone band is not your average band. Measuring 4.5 millimeters thick, and fixed to the lugs with screw pins, the band configuration is both comfortable and durable. The tread design adds a bit of flare without overly-aggressive styling. You also have the option of the Smith & Bradley brown Italian leather hand stitched band with waterproof lining.
The Hardest Working Quality Control Team in the Business--Jerommie Smith & Ryan Bradley
Build quality is only conceptual without proper quality control. The problem with many smaller watch companies is that due to sourcing consideration, staffing concerns, and overall cost, quality control is often left to an overseas company, sometimes thousands of miles away. We learned this the hard way and were fortunate enough to learn from the bumps in the road. In fact, we owe our loyal Kickstarter backers a great deal of gratitude in helping us establish our written Quality control and assembly procedure. We listened to the feedback from backers with the Sans-13 project and can honestly say that our watches are backer built.
Despite our sourcing power, frequent flyer points, and experience in the industry, we are a small start-up. This means that quality control is designed, developed, and implemented by us, Smith & Bradley--and we are accountable to you.
Given our intense quality control and commitment to amazing build quality, we will back the Atlantis with a two year warranty. As our previous backers can attest, there are no issues that we do not quickly and thoroughly address. The Atlantis project will be no different.
Getting Down to Details
The Atlantis takes rugged simplicity and Form & Function to a new level, here are the specs:
-316 L Stainless Steel Case and fully milled Case Back;
-44 mm Case without Crown;
-316 L Stainless Steel Unidirectional Bezel with Superluminova at 12 and 120 clicks;
-Solid 316 L threaded lug pins, no spring bar;
-Matte black dial with Superluminova Markers;
-200m Water Resistance;
-Flat double side anti reflective sapphire crystal;
-Sea-Gull ST2130 26 jewel movement sourced directly from Seagull;
-Black Silicon Band with 316 L Stainless Steel Buckle.
Rough and Refined
Our Sans-13 was a tactical work house designed to withstand punishment and go to battle. The Atlantis is a serious dive watch that is at home in the ocean and in the corporate jungle. This is by design. All Smith & Bradley watches blend Form & Function so that those men (and even women) who wear them can have a watch that serves as a companion in both work and play.
The Process and Fulfillment
Smith & Bradley, as many of our backers know, is Jerommie Smith and Ryan Bradley. We are the customer service department. We answer the phones, we design the watches and the packaging, and most importantly we handle the building of the watches. For this reason the lead time on the Atlantis is substantially longer than that of other watches that are not hand-build and inspected. Quality takes time, and we like to stay on schedule. This means that after funding, we hope to begin shipping in 60-90 days.
As with our last project, part of the funds will go to packaging, therefore the Atlantis will arrive securely pack in a generic watch box. We will rely on the suggestions from our backers on the final packaging design.
We have fully designed and sourced the Atlantis, built prototypes, and now we are ready for American production. Given the quality of our components, and our hand-on sourcing model, we are seeking $20,000.00 from our backers, but hope to raise as much as possible.
Let's Launch this Project Together
We have high expectations and hopes for the Atlantis and are thrilled to be back on Kickstarter as we try to be part of the American watch making revolution. We hope that the Atlantis will be a success and look forward to working with our backers to build an amazing timepiece that truly blends Form & Function.
Jerommie Smith and Ryan Bradley
Risks and challenges
Smith & Bradley is a small company and therefore we need to be sure we are careful with every move we make. We have a great deal of skin in the game since we are self-funded and rely on our own monetary and sweat equity. Accordingly, our Smith & Bradley is sensitive to price fluctuations and supply issues.
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, because of the impending crunch on automatic movements we source our movements factory-direct from Seagull and also need to hit certain volume numbers. 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 a year now, and have successfully funded our Sans-13 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.Learn about accountability on Kickstarter
- (45 days)