Inspired by the 60s era of Mad Men,
with a touch of Italian luxury and Swedish craftsmanship, we proudly present Boetti - the world's first 36mm automatic watch for less than $400!
Kickstarter backers save even more and pay just 1800kr / €194 / $220.
We're ready to go into production and now we need your support!
There's something magical about a self-winding automatic watch.
An automatic movement is a mechanical watch movement that doesn't use a battery. Instead, it's wound by the motion of your wrist. The rotor pivots freely around a spindle, and a movement in either direction helps to rewind the mainspring. The watch is then regulated by a spiral balance wheel that vibrates 28,800 times per hour. While it is slightly less precise than a battery-powered quartz movement it is the ultimate example of exquisite watchmaking tradition.
Why do people choose automatic watches? Because they realise that the traditional art of fine watchmaking demands a perfect balance of engineering, art and style.
If you go back in time pre-1990 and study watch trends and history you'll learn that the size for men's watches have traditionally been around 35-37mm. As the conspicuous consumption grew throughout the 80's-00's so did the width of the average wrist watch.
Lately though, the pendulum has begun to swing back the other way with a return to small but masculine luxury watches. "Jumbo-watch fatigue are setting in" - to quote New York Times.
“The more a man is secure about his masculinity and his taste, the more he can play with the traditional codes of masculinity,” said Pierre Rainero, director of image, style and heritage at Cartier.
As timepiece aficionado's, in our quest to find the perfect watch, we quickly realised that a small and thin 36mm automatic watch simply didn't exist. Not unless you were willing to wear a female timepiece, pay thousands of dollars for a vintage watch or settle for a cheap battery-driven Quartz.
The combination of high quality and reasonable price didn't exist.
Bringing to life the product that we were so desperately searching for we've worked with watchmakers and movement manufacturers from all over the world with the seven following requirements:
1/ Self-winding automatic movement
2/ 36mm case width
3/ Less than 10mm thick
4/ Slim, comfortable & easy-to-read
5/ Aesthetically pleasing, timeless and minimalistic design
6/ Handmade high-quality leather strap
7/ Priced below $400
We wrote those 7 requirements back in early 2015 and have been working ever since on bringing our vision to life. It's been almost a year and we've spent thousands of dollars on prototyping and design.
It's been a bumpy ride.
Here's a short story to illustrate one of the many challenges we've had to deal with in the last year:
In early talks with our manufacturing partner we outlined our requirement and were promised that the watch case would be no thicker than 10 millimeter. With a battery-driven Quartz movement this isn't that much of a challenge but it gets trickier when you opt for an automatic.
The mechanical movement component itself was 5.98mm, leaving us with just 4.01mm for the entire watch case. Tight, but our manufacturing partner gave us their word and said that it would be possible.
We waited and waited some more and then first prototype arrived. It was thicker than we had imagined. We measured and realised that it was 13 millimeter. +30% thicker than our original requirement. Fail. Our partner apologised and told us it would be impossible to fullfil the requirement at the desired cost.
That's not what you want to hear from your partner when you're 6 months into a project.
And so at this point we had 3 options:
1. Kill the project
2. Compromise and go with the thicker version
3. Start from scratch and make the impossible possible
Killing the project never seemed like much of an option but at the same time we were now dealing with a manufacturing partner that couldn't keep their word. Plus, the product wasn't what we had originally imagined.
"But it can't be impossible" we thought. Just tricky and time consuming. So we went back to square one.
It wasn't easy or cheap, but it was the right thing to do. We got ourselves new advisors, a new manufacturing partner, built a new prototype and replaced the movement with one measuring just 3.90mm.
We explained the requirement to our new manufacturing partner and they got back to us with the good news: The watch is just 9.76mm thin. Could it really be?
This time around we demanded proof and received this picture:
What we're trying to say is this:
The fine art of watchmaking can be expressed in many forms and our philosophy is that the movement contains as much art as the case, dial and rest of your watch.
And so each component of the watch had to be carefully crafted to fit its 67 different parts on 36mm - and also make sure the entire watch was no thicker than 10mm. Opting for a self-winding automatic instead of a battery-driven Quartz even forced us to order a custom-made Japanese Citizen Movement.
With a touch of Italian luxury and Swedish craftmanship, Inspired by The 60s Era of Mad Men, we proudly present Boetti - The Worlds First 36mm Automatic Watch For Less Than $400.
The combination of Italian Copper Brown Leather and Stainless Steel Gold? Remarkable, we dare to say - And at 36mm it will be the most comfortable watch you've ever had on your wrist.
Choose between Brown Leather/Stainless Steel Gold or Black leather/Stainless Steel. The straps are interchangeable.
Boetti borrows from both Swedish and Italian. Boett meaning watch case in Swedish and Stretti meaning narrow in Italian. Put the two of them together and you'll get Boetti; "narrow watch case".
The ultramarine blue seconds hand pays tribute to the famous Italian painter Cennino Cennini. During the Renaissance, Ultramarine was the finest and most expensive blue that could be used by painters and was often used to symbolize holiness and humility.
"Ultramarine blue is a color illustrious, beautiful, the most perfect, beyond all other colors; one could not say anything about it, or do anything with it, that its quality would not still surpass" - Cennino Cennini
One could not say anything about it, or do anything with it, that its quality would not still surpass. Today, more than 500 years later, our watches are built with the very same aspiration.
It's the type of watch you'll spot from across the room. A real head turner. Now ask yourself: Are you man enough for a small watch?
Handmade Italian leather in tan suede brown or black leather. Sourced from a small artisan within Tuscany region in Italy, each strap is crafted by hand. Due to the unique nature of the tan suede leather material combined with the human element of their construction, each strap has a true personality all on its own.
Each component of the Boetti is carefully crafted to fit its 67 different parts on 36mm and at the same time make sure the entire watch was is no thicker than 10mm. Opting for a self-winding automatic instead of a battery-driven quartz lead us to use a custom-made Self-winding Japanese Citizen Movement.
After thorough evaluation, research and prototyping we decided on the Citizen 9015 movement from Japan. The combination of economical design and its reputation as being one of the most dependable automatic self-winding movements on the market made it the perfect movement to guarantee maximum performance at a reasonable price.
The open skeleton case back (covered by scratch resistant sapphire Crystal) allows you to view the watch's movement and get a glimpse into the very soul of the Boetti.
Case: Stainless Steel
Glass: Sapphire Crystal, scratch resistant
Dial material: Ceramic Second Hand
Dial color: Ultramarine Blue
Case dimension: 36mm
Dial color: Porcelain White
Movement origin: Japanese, custom-made Citizen 9015
Movement type: Self-Winding Automatic Movement
Movement jewels: 24
Movement vibrations: 28,800 VPH
Power reserve: 42 Hours
Strap: Handmade Italian Tan Suede Leather or Black Leather
Strap colour: Boetti Copper Brown or Black Leather
Water resistance classification: 5ATM (Suitable for showering or swimming in shallow water.)
There's a 80 day production lead time from order to final delivery. Meaning if we reach our goal on Kickstarter your watch will arrive Mid to end of August 2016.
Boetti will retail at 3295kr / €349 / $399 and is planned to launch publicly in late 2016 or beginning of 2017. When you back our Kickstarter you'll receive a Boetti at a 25-51% discount and ahead of everyone else. To bring Boetti to market at the desired price we'll need to order 200+ watches from our manufacturing partner and are looking to raise minimum 200,000kr (≈€20,000 or ≈$25,000).
Another reason to why we're launching through Kickstarter is that we love the idea of building our brand through a close-knit community of likeminded individuals versus the use of "traditional" marketing channels.
Boetti was started by Roberth Oldstam together with a small group of friends with a passion for high-quality watches, technology and design. Boetti Watch Co is based in Stockholm, Sweden and was founded in early 2015.
We are experienced in e-commerce, watch manufacturing/production, product design & development and everything it takes to meet and even exceed expectations to deliver an amazing product experience to our backers and customers.
Oh, hello. If you made it this far we're really hoping you'll support us. So go ahead and hit the pledge button and join us on our journey.
Got questions? Reach out directly on Kickstarter or via Facebook messenger: http://fb.me/msg/boetti36
Risks and challenges
Our risks and challenges are the same as others with product-based Kickstarter campaigns - namely, production delays. We do not anticipate delays beyond our timeline above, but there are no guarantees in life and so it is possible that something unanticipated could occur during production. If something were to happen, rest assured that we would keep our Kickstarter community appraised of the situation.Learn about accountability on Kickstarter
- (31 days)