Project image
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$4,781
pledged of $52,000pledged of $52,000 goal
12
backers
Funding Unsuccessful
The project's funding goal was not reached on Thu, October 6 2016 1:30 AM UTC +00:00
Jake FogartyBy Jake Fogarty
First created
Jake FogartyBy Jake Fogarty
First created
$4,781
pledged of $52,000pledged of $52,000 goal
12
backers
Funding Unsuccessful
The project's funding goal was not reached on Thu, October 6 2016 1:30 AM UTC +00:00

About

 

Introducing Aedifex by Elementa, the manifestation of a plan that was years-long in the making. After closely following the watch industry as the author of itsallaboutwatches.com, a leading watch blog; the idea for the Aedifex was born. It stems from a desire to bridge the gap between high-quality and affordability, benefitting discriminating and selective customers. As an industry blogger, I learned which features and design characteristics people prefer and value in a watch. With tens of thousands of models available today, both new and vintage, it is easy to find a watch that one admires, but much harder to find one that also is high-quality, reliable, versatile, and affordable–until now.

The name Elementa comes from the Latin word for element because we believe that our watches are 'always in their element' and should not be limited to one situation. Few can afford a watch for every occasion. You should be able not only to wear your watch to the office, but also to dinner engagements or even to the pool. Our first model, the Aedifex also derived its name from Latin. The word means 'Founder' or 'Builder', as the watch encompasses the values upon which which we wish to construct our company: Dependability, Value and Functionality. By supporting this campaign, you can be part of Elementa’s foundation, and become a groundbreaking owner of our first timepiece: Aedifex.

Elementa strives to exceed in the areas of dependability, value and function: 

1.  Dependability 

What good is a watch if it isn’t working? Aedifex is designed and built to function well. The case is 316L stainless steel, which is resistant to rust and corrosion, and will stand the test of time through a variety of uses. This specific grade of stainless steel is engineered to reject wear and tear. It is utilized everywhere from food preparation plants to marine applications, and even in medical implants such as surgical screws and joint replacements. The case finish is brushed to give it a refined and understated touch that contributes to its versatility. 

With a low-maintenance Swiss quartz chronograph movement, Aedifex has the grab-and-go convenience and accuracy that first made quartz watches popular. We also chose this particular movement thanks to the sweeping chronograph seconds hand, which gives Aedifex the appearance of a mechanical watch without the price. 

 The Aedifex crystal is domed sapphire, which, unlike other watches similarly priced, has no distortion, even when viewed at an extreme angle. Distortion, which makes it difficult to read the time, is the result of non-uniform thickness throughout the crystal and is commonly found on many watches because it saves money during production. Some buyers don't care; but for those who do, we've got you covered. 

 The strap is genuine leather with white stitching. The thickness of the strap means it may take longer to break in, but it will also last for a much longer time, meaning you won't need to replace it unless you want to change the look. However, just because you have a thick strap doesn't mean it will last a long time. Certain types of buckles, such as a tang or pin buckle case will wear out the holes in the strap and constant strap bending can break it down in a shorter period of time. We equipped the Aedifex with a butterfly clasp for reliability and added comfort, and its unique operation causes less stress on the strap - meaning your strap will last longer.

2. Value 

Our watch was built with the same components found in watches priced at twice for which Aedifex retails ($395.00). The main difference is the business model. With all due respect to other watch manufacturers, this is not our livelihood. It is our passion and, at present, the profits are used exclusively to fund development and release of the next model. Bringing elegant, affordable and useful watch designs to the market is our mission–and reward. Other companies need to have a for-profit model. Because Elementa designs are a work of passion, we also put a number of smaller details into our watches, such as the dial texture and lume. In fact, the dial texture was a design change after the original prototype was received. The original prototype dial arrived flat and dull. It was uninteresting and we thought it really held the watch back from being what it truly could be. We manufactured new, textured dials to help the Aedifex meet its full potential and hope you agree. 

3. Functionality 

You may find a watch with every design feature you want, but if the design is poorly executed, or its functionality is limited, it is less than you deserve. With this in mind, we gave our watch an easy-to-grip crown, large chronograph pushers, and a convenient butterfly clasp in order to make it as user-friendly as possible. 

 While consumers rarely think of the dial when it comes to functionality, it is important to consider as well. If you can't read the time in low, or no light, conditions, the watch might as well not be there. We equipped the Aedifex with BG-W9 Super-LumiNova, which glows bright blue in the dark and up to ten times brighter than standard lume. We added this not only on the hands, but also to the dial markers. Having owned watches where only the hands have lume, we know it can be difficult to read the time, so the Aedifex sports BG-W9 Super-LumiNova on both the hands and dial markers.

What is our business model? The design and manufacture of watches which enter the marketplace at a very reasonable price. We will do this, initially, at low markup to introduce the Elementa brand to as many people as possible. This gives you a unique opportunity to own a desirable watch with quality and features at an unheard-of price. Elementa is not an experiment, it is a beginning. Elementa, and its first offering, the Aedifex, is the culmination of a passion about quality timepieces, knowledge of what consumers want, and the desire to put them on the wrists of fellow watch enthusiasts. What will you wear in 2017?

- 40mm stainless steel case

- Domed Sapphire Crystal

- Swiss Chronograph Movement

- Genuine leather strap with butterfly clasp

- 100m water resistant

- Custom watch box with velvet interior and pillow

Two color choices are offered. Supporters may choose either a bright, easy-to-read RED second hand or an attractive, more subtle, BLUE second hand. Supporters will be contacted for their choices prior to manufacturing.

 

Red Second Hand
Red Second Hand

 

Blue Second Hand
Blue Second Hand

 

Presentation Box
Presentation Box

 

The Aedifex experience begins with the custom designed watch box, featuring the Elementa logo,  in attractive black faux leather with white contrast stitching. The smooth faux leather is nice to the touch and echoes the strap design. Hidden hinges open smoothly to reveal the interior, which is lined with fine black velveteen.  The Aedifex is presented on a matching, removable velveteen pillow. The bottom of the box is weighted, so when open, there is no tipping, even when the watch is removed. The interior of the top has a velveteen pocket which can hold paperwork, identification or a gift note. It is a fitting presentation for Elementa watches’ first design. 

In addition to the quality control measures implemented at our factory, we will be doing thorough quality control ourselves. Before we send out any watch, we will personally ensure that it looks and functions exactly as designed. This includes checking the: 

•crystal for any scratches or mistakes in finishing 

•case and clasp for scratches 

•dial for any scratches or finishing problems

•luminous material for dead spots on the hands and markers 

•chronograph function to ensure that all of the hands line up correctly 

•minute hand changes after one lap around the dial 

•time-setting function 

•date function, including proper setting and display of the date in window 

The Elementa Aedifix is covered by a one year limited warranty, under normal use, on materials and workmanship. 

 

The Aedifex with blue second hand.
The Aedifex with blue second hand.

 

Risks and challenges

The project has been in development for more than two years. As a result, we have worked closely with the factory to produce and refine our prototype and secure production flow. While we do not anticipate any production delays, some elements of our plan are subject to uncertainty, such as availability when sourcing movements or materials. Additionally, while we have successfully managed customs, there is an unknown when shipping higher quantities. In all aspects of our planning, we are conservative on our estimations.

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Support

  1. Select this reward

    Pledge $1 or more About $1.00

    Join the Elementa Fan Club

    Fuel the fire! Support a budding entrepreneur living his passion. Feel that warm feeling? It is our immense gratitude. Your name will be listed on our Hall of Fame!

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    Elementa Gear - T-shirt

    Pledge $25.00 and receive a quality cotton t-shirt with the Elementa logo in your size selection.

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    Early Bird Founders

    Be the first to wear Elementa! Early Bird supporters will get to sport the Aedifex at its most affordable. Additionally, Founders will receive a limited edition certificate, hand-signed by the designer, with each watch.

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    Early Supporters

    Early supporters will get to sport the Aedifex at a savings of almost 25% off MSRP, and shipping will follow Founders' fulfillment.

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    Aedifix Pioneer

    Pioneer the Elementa style with Aedifex in its first production run.

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    2X Aedifex Early Bird

    One for you and one for a friend! Choose two blue, two red, or two for you - one in each color choice.

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    2X Aedifix Early Supporter

    One for you and one for a friend! Choose two blue, two red, or two for you - one in each color choice.

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Funding period

- (30 days)