Hello, my name is Samuel and I'm a watch fanatic from Sweden with a dream of having my own watch brand. In 2015 I took the step to make my dream a reality by founding Alf Watch Company. When I founded Alf Watch Company I wanted to create unique watches at affordable prices with exceptional value. We believe that a great customer service is as important as the product itself which is why we are dedicated to providing the best customer service possible.
In October of 2017, we ran our first Kickstarter campaign that unfortunately didn't get funded. That didn't stop us from continue working on the watch. We decided to switch factory which led to an improvement in the quality as well as a lower funding goal. This time we are confident we will succeed with the support from you!
If you want to hear what the press has to say about our watches click on the names below to hear their opinion.
We decided that we wanted to have a rounded square case in a medium size so it would wear comfortable on any wrist while still giving it a unique look.
When designing the dial we wanted to give it a clean and simple look that could look both dressed and a bit more raw depending on the color combination. We decided to go for a two-layered design with cut out indices giving the dial a nice depth while keeping it clean and simple.
The watch has a sapphire crystal to make it very scratch resistant. To make sure the dial looks beautiful from every angle the sapphire crystal has an anti-reflective coating on the inside.
The beauty lies in the details, the crown has been engraved with our logo.
The Steel/Blue and Black/Black have Superluminova BG W9 lume applied to the indices and hands to improve readability in the dark. The Steel/White only have lume applied on the hands due to the black indices.
The model name "Norrsken" is the Swedish word for northern lights which is a beautiful phenomenon you can witness in the northern parts of Sweden. The reason for choosing this name for the watches is that I wanted a name that was connected to Sweden and with the lumed indices and hands the watch glows like northern lights in the dark.
We are so confident in the quality of our watches that all our watches are covered by a 2-year warranty. This means that in the unlikely event that you have any problem with your watch during the first two years we will do what we can to repair it and if that's not possible we will send you a brand new watch. The warranty does not cover: Normal wear, tear, and aging. Any damage on any part of the watch resulting from abnormal/abusive use, negligence and accidents (knocks dents, crushing, broken crystal, etc.)
The Norrsken is a completely custom design meaning that we don't use off the shelf parts unlike many of the more affordable watches. Every part of the watch except the movement is specially made for us after our specifications to ensure the highest quality.
The watch is powered by an automatic Miyota Cal.8245 movement which means the watch is powered by the kinetic energy generated from you moving your arm. It has a regular hour and minute hand but with a small second dial. We decided to use this movement since it's a well-tested quality movement from one of the biggest manufactures in Japan. This is a movement you can find in watches costing many time more than what we charge.
The Norrsken Steel/White is finished with a high polished steel finish with a beautiful white sandwich dial. The indices are cutouts without lume but the hands have Super-Luminova BG-W9 lume.
The Norrsken Black/Black is finished in a Semi-matte DLC plating meaning it's a very durable plating that won’t peel off. The logo and writing och back backplate has been printed to perserve the durability of the DLC plating. The dial is finished in black with cut out indices with Super-Luminova BG-W9 lume.
The Norrsken Steel/Blue has a matte steel finished case. The dark blue sandwich dial is with cut out indices with Super-Luminova BG-W9 lume.
The watches are expected to be shipped out in December according to our plan. To avoid a delayed delivery we have set the expected delivery date conservatively to give us some slack to handle any unexpected delay.
Risks and challenges
Like with any project of this nature, there are risks and challenges involved. We have worked to make this project at risk free as possible. By carefully choosing a manufacturer that has been in the business for a long time and can deliver the quality we demand.
We have set a delivery date in December 2018 which we are confident we can meet since we've included a safety margin since delays can happen due to unexpected events. If a delay were to happen we will inform you as soon as we can and keep you updated on when we expect to be able to deliver.
We will have quality controls both at the factory and here in Sweden before shipping the orders to ensure the highest quality possible. We can't wait to get our watches on your wrist!Learn about accountability on Kickstarter
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