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Brand Feature: Höglund & Sons and the Mark III GMT Watch
Ian Roth
May 21, 2024 • Estimated Reading Time: 10 minutes
Hey Watch Nerds!
Switching It Up. Small businesses and big dreams. That’s what today’s edition is all about. I had the privilege to speak with an awesome guy and learn about his new watch launch.
Here’s what we have in today’s email:
Featured Brand taking a look at Höglund & Sons and their new watch launch on Kickstarter.
Founder Q&A Brandon Höglund answers some questions about designing and bringing the Mark III GMT to market.
The Journey taking the Mark III GMT from idea to reality.
👇️ In the meantime, share this newsletter goodness with a friend! 👇️
FEATURED BRAND
Höglund & Sons launching the Mark III GMT
If you know anything about my watch preferences, you know there are two things I need in a watch. A white dial with a GMT complication. Bopping around Reddit one day, a picture reached out and grabbed me. I had to know more.
It was beautiful. White like the snow here in Alaska with a GMT hand that popped. When I clicked the link, two things surprised me. The website that appeared was Kickstarter and I could own this watch for only $250.
I was blown away. I immediately found the OP and sent a DM. I never thought the person at the other end would respond. Mere minutes later, Brandon Höglund and I are chatting and I want to tell all of you about his incredible project.
Brandon was kind enough to answer some questions. More on that later.
Right now, let's talk about the watch.
About the Watch
Case: Stainless steel
Crystal: Sapphire (front and back)
Size: 38 mm
Lug Width: 19 mm
Thickness: 12.75 mm
Water Resistance: 100 m
You also get a 41-hour power reserve with the Seiko NH34 automatic GMT movement and Super-Luminova lume.
You read that right. You get all of those premium features right now for only $250. Support the project, make this a reality, and get an awesome watch.
 | I was interested in watches. But I was lost. I couldn't find one place with all the info I needed to make an informed purchase. So I went on a mission. I wrote Watch Collecting 101 to be your one-stop shop. It’s everything you need to know to start collecting. Own The Watch. |
Q&A WITH THE FOUNDER
Brandon Höglund answers my questions about the process and launch of the Mark III GMT
Q: Who are you and when did you get into watches?
A: My name is Brandon Hoglund and I am from Minneapolis, Minnesota. I became interested in watches in middle school after reading a few Robb Report magazines. However, my interest really took off after buying a cheap mechanical watch that broke after two weeks and learning to repair it myself. My interest in watches led me to found the WatchesOnYou watch review YouTube channel with my brother while I was in college. By seeing hundreds of watches at all price points, this gave me a lot of ideas that would inform my designs at Höglund & Sons.
Q: Tell me about Höglund & Sons. What is it, when did it start? What does the brand stand for?
A: Höglund & Sons started in 2019, it stands for producing affordable watches with the features and design quality of watches at significantly higher price points.
Q: So you have a current project on Kickstarter, the Mark III GMT. How did you get here? Why a GMT, why a white dial?
A: The Mark III represents the culmination of all that I have learned from all of my previous models while also taking the Höglund & Sons brand in a new direction with a GMT complication. I have always wanted to make a GMT and saw that the release of the Seiko NH34 movement was an opportunity to do this. I had previously had a great experience using Seiko movements in the Mark I Chronograph. I chose a glossy white dial as it best contrasts with the text on the dial as well as the hands. It also enables a more diverse set of straps and bracelets to look good on the watch. Some of the other key features of the Mark III include a laser-engraved timezone scale on the caseback, front and caseback sapphire crystals, Swiss Super-LumiNova lume, and a 100 m water resistance. The case dimensions are 38 mm diameter, 19 mm lug width, 45 mm lug-to-lug length, and a 12.75 mm case thickness.
Q: What have been the most rewarding parts of greeting the Mark III GMT?
A: The most rewarding part was receiving the first prototype and realizing that I had a design I was very proud of.
Q: What advice do you have for someone who is looking to start their own watch brand?
A: I would highly suggest using Kickstarter to get started as it gives you a way to not only get funding for your business but also gauge public interest in your designs. For example, if I were to have a campaign fail (which thankfully has not happened), I would realize that I should take a new direction with the design without losing a lot of money by producing watches ahead of time.
Q: Where can people find you and support this great project?
A: People can find the project by clicking here.
Summary
You heard the man. Head to their Kickstarter page, support the project, and reserve your Mark III GMT today!
THE JOURNEY
The design has come a long way from idea to product. Here’s some of the journey.
The first step in the design process for the Mark III GMT involved a series of drawings that enabled us to identify the most harmonious designs for the watch case, dial, bracelet, strap, and packaging.
Next, technical drawings were created to guide the CNC milling process for the metal components of the watch.
Then, the individual components of the watch were prepared and assembled into complete prototypes.
Warranty
Höglund & Sons watches come with a 1-year warranty covering the movement and movement-related issues. Like with their previous models, customers are encouraged to contact them with these issues and any other issues so that they can reach a satisfactory solution.
THAT’S ALL FOR TODAY
Thanks again for reading today’s edition. I love writing about watches and getting to meet others who share this passion.
Here’s one final shoutout to support Brandon and Höglund & Sons as they near the end of their Kickstarter campaign.
See you next time!
Wear it well and wear it often,
~Ian
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