Xeric

What Xeric does

Xeric is a privately held, family-owned independent microbrand watch company founded in 2013 by brothers Mitch and Andrew Greenblatt alongside watch industry veteran Danny Hunsaker, operating as Watchismo, LLC out of Provo, Utah, with order fulfillment from Salt Lake City. The company designs, sources, and sells unique mechanical and quartz wristwatches — and a small line of accessories such as travel and collector cases and replacement straps — directly to consumers worldwide through its Shopify-hosted e-commerce site xeric.com and through recurring Kickstarter crowdfunding campaigns, with prices ranging from $299 to $1,499. Xeric has executed 25+ successful Kickstarter campaigns, including the most funded mechanical timepiece in Kickstarter history, and the Retroscope Jump Hour Retrograde is its current bestseller.

The product portfolio spans roughly 165 SKUs organized into distinct collections, each built around a proprietary or distinctive time-display complication: the Retroscope (jump hour disc with retrograde minute hand, using custom Miyota gearboxes), the Invertor Automatic (front-facing winding rotor, the only such design from an independent brand under $3,000), the Omnigraph Automatic (laser-cut sapphire hands inspired by a 1930s circular slide rule), the Halograph III Chrono, NASA-branded Trappist-1, Apollo 15, Voyager and Artemis collections (with limited edition runs of 1,969–1,971 pieces honoring space history), and wandering-hour complications such as the Vendetta II, Retronaut, Scrambler, Triptych, and Mystery. Underlying movements are sourced from established suppliers — Seiko VH31, Miyota 8215 and custom gearboxes, and a proprietary AmeriChron Caliber X3.1 automatic assembled in Arizona for the Apollo 15 line — paired with sapphire crystals and Horween leather straps.

Xeric's business model is direct-to-consumer one-time watch sales supplemented by accessories and Kickstarter pre-order revenue (offered at 30% early-bird discounts). The customer base is split between watch collectors and enthusiasts seeking conversation-starting designs, space and NASA hobbyists, value-conscious buyers who want premium materials at accessible prices, and the broader microbrand watch community. Distribution is global with a $19 flat-rate international shipping fee (excluding South Africa), free US shipping over $99, and a two-year limited warranty serviced through Lowen WG. Marketing relies on a multi-platform organic social presence (Instagram, Facebook, YouTube, X, Pinterest, TikTok) under the @xericwatches handle, plus a VIP SMS club, third-party reviews on platforms like reviews.co.uk, and a recurring Kickstarter launch cadence.

Name

Xeric

Legal name

Watchismo, LLC

Website

https://xeric.com

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Xeric is a privately held, family-owned independent microbrand watch company founded in 2013 in Provo, Utah, that designs, sources, and sells unique mechanical and quartz wristwatches — featuring proprietary complications such as retrograde jump hours and a front-facing rotor — directly to watch collectors, space enthusiasts, and value-conscious buyers worldwide through its e-commerce site and recurring Kickstarter campaigns priced $299–$1,499.

Ownership category

akta.pro rank

Product category

Wristwatches

NAICS

Jewelry Retailers (45831)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Complications & Haute Horlogerie (CRAKADAG), Luxury Quartz Watches (CRAKADAB)

Keywords

• Mechanical watches
• Automatic watches
• Microbrand watches
• Watch crowdfunding
• Horological timepieces

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Watch Sales: Primary revenue stream from direct sales of mechanical watches through xeric.com. Products include automatic and quartz watches across multiple collections including Retroscope, Omnigraph, Invertor, NASA Trappist-1, NASA Apollo 15, Halograph, and more. Prices range from $299 to $1,499.
2. Accessories and Cases: Sales of watch accessories including collector cases and travel cases. Products include Six Watch Macassar Wood Collectors Display Case ($90), Two-watch Tan Saffiano Travel Case ($65), and Two-watch Prussian Blue Saffiano Travel Case ($40).
3. Crowdfunding Pre-orders: Kickstarter campaigns drive pre-order revenue with 30% discounts offered for early backers. The Volta watch was launched via Kickstarter with July 14 launch date, inspired by 80s and 90s speedometers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

Xeric designs, manufactures, and sells unique mechanical and quartz wristwatches through direct-to-consumer e-commerce and Kickstarter crowdfunding. The company specializes in innovative time-display complications including retrograde jump hours, inverted movements with visible front-facing rotors, orbiting planetary systems, and slide rule-inspired dials, with retail prices ranging from $299 to $1,499. The portfolio spans multiple themed collections (Retroscope, Omnigraph, Invertor, Halograph, NASA Trappist-1, NASA Apollo 15, Vendetta, Regulator, Scrambler, Triptych, Mystery, NASA Voyager, and NASA Artemis) complemented by accessories such as watch cases and straps.

Product overview

Xeric is an independent microbrand watch company that creates unique, affordable mechanical and quartz timepieces. The product portfolio includes multiple watch collections: the Retroscope series featuring jump hour and retrograde complications, the Omnigraph Automatic inspired by 1930s circular slide rules, the innovative Invertor Automatic with exposed front-facing rotor, the Halograph III Chrono chronograph line, NASA-themed collections (Trappist-1, Apollo 15, Voyager, Artemis), Regulator Automatic, Vendetta II Automatic, Scrambler Automatic with wandering hour complications, Triptych Automatic, Mystery watches, and the Retronaut. The company also offers accessories including watch cases and straps. Xeric was founded by watch collectors and launched via Kickstarter in November 2013, having run 25 successful campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Retroscope Jump Hour Retrograde Mechanical watch featuring a unique jump hour disc combined with a retrograde minute hand, where minutes run 0-60 like car dashboards before resetting as the hour jumps. Uses custom Miyota gearboxes in a 39mm 316L stainless steel case with sapphire crystal. Targeted at watch enthusiasts seeking distinctive time-display complications.
• Omnigraph Automatic Automatic watch with laser-cut sapphire hands inspired by a 1930s circular slide rule, allowing unique time-telling without complex mathematics. Comes in multiple limited edition colorways priced at $699. Targeted at collectors who appreciate unconventional dial design.
• Invertor Automatic Automatic watch featuring an inverted movement where the winding rotor is displayed on the front dial side rather than the caseback, allowing the wearer to appreciate the mechanical movement. The Invertor+ limited edition is capped at 50 pieces per colorway and retails for $750. Targeted at mechanical watch enthusiasts.
• Halograph III Chrono Chronograph watch with unique dial designs featuring CMYK and other color variants. Targeted at collectors seeking distinctive chronograph timepieces.
• NASA Trappist-1 Automatic Space-themed automatic watch with an orbiting planetary system dial where moons function as watch hands, set against a miniature solar system backdrop. Features Super-LumiNova indices, Miyota 8215 self-winding movement with 42-hour power reserve, and domed sapphire crystal. Limited to 1,969 pieces per colorway. Targeted at space and NASA enthusiasts.
• NASA Apollo 15 American Automatic American-made automatic watch powered by the proprietary Xeric AmeriChron Caliber X3.1 movement assembled and regulated in Fountain Hills, Arizona. Features 23 jewels, 40-hour power reserve, anti-reflective sapphire crystal, Swiss Super-LumiNova, and premium Horween leather straps. Limited to 1,971 pieces, priced at $699. Targeted at space and NASA mission enthusiasts.
• Watch Cases and Accessories Collector and travel cases for protecting watch collections, including the Six Watch Macassar Wood Collectors Display Case ($90) and Two-watch Saffiano Travel Cases ($40-$65), along with replacement straps in silicone and leather. Targeted at Xeric watch owners.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core.

• KickstartercoreGTM or Marketing PartnerKickstarter is Xeric's primary crowdfunding platform for launching new watch products. The company has launched 25+ successful campaigns including the most funded mechanical timepiece in Kickstarter history. Campaigns offer 30% discounts for early backers.
• MiyotacoreTechnology or IntegrationMiyota supplies gearboxes for Xeric's Retroscope jump hour and retrograde watches. Custom Miyota gearboxes power the unique jump hour disc and retrograde minute hand complications.
• SeikocoreTechnology or IntegrationSeiko supplies VH31 movements for the NASA Trappist-1 collection. The high-torque Seiko VH31 movement provides semi-sweeping seconds hand functionality.
• AmeriChroncoreTechnology or IntegrationAmeriChron manufactures the proprietary Xeric Caliber X3.1 Automatic movement, assembled and regulated in Fountain Hills, Arizona. Features 23 jewels, 40-hour power reserve, shock resistance, and anti-magnetic properties. Used in NASA Apollo 15 collection.
• Lowen WGcoreImplementation/ SI/ Consulting PartnerLowen WG serves as Xeric's official service center for warranty repairs and after-sales service. Repair time is typically under 30 days depending on severity and part availability.
• ShopifycoreTechnology or IntegrationXeric's e-commerce website is hosted by Shopify, providing the platform infrastructure for their online store at xeric.com.
• Stripe, Shopify Payments, Amazon Payments, PayPalcoreTechnology or IntegrationThird-party payment processors for online transactions. Xeric does not process, record, or maintain credit card or bank account information directly.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Christopher Ward: Independent British microbrand selling mechanical watches direct-to-consumer with in-house movements (Calibre CW, SH21) at accessible price points. Closely comparable as a design-led, online-first microbrand competing on complication novelty and value.
• Zelos Watches: Microbrand mechanical watch maker with strong Kickstarter presence (their Atlas and Helmsmen campaigns are among the most funded in the category). Directly comparable in crowdfunding-driven GTM and limited-edition mechanical releases.
• Anicorn Watches: Hong Kong-based design-led microbrand producing limited mechanical watches through Kickstarter with distinctive complications. Comparable on Kickstarter-led launches, limited editions, and design-first positioning.
• Farer Watches: British independent microbrand offering mechanical watches with bold, distinctive dial designs and accessible pricing. Comparable as a design-forward, niche-positioned mechanical brand competing for enthusiast attention.
• Brew Watches: Independent American microbrand producing mechanical watches with a distinctive thematic design language (espresso/meter aesthetic). Comparable as a US-based, design-driven microbrand with limited runs.
• Halios Watches: Canadian microbrand mechanical watch maker with a strong enthusiast community and limited production runs. Directly comparable in microbrand mechanics, community-led demand, and small-batch production ethos.
• Vaer: American microbrand producing mechanical dive and field watches direct-to-consumer at accessible price points. Comparable as a US-based DTC mechanical watch company targeting the enthusiast value segment.
• Autodromo: New York-based independent watch brand producing motorsport-inspired mechanical timepieces at accessible prices. Comparable as a design-led American microbrand with niche enthusiast positioning.
• Vortic Watch Company: American microbrand that re-cases vintage American watch movements into new wristwatch cases with a CNC-manufacturing operation. Comparable as a US-based, design-first microbrand leveraging American horological heritage.

Broad incumbents

• Shinola: Larger Detroit-based American lifestyle/watch brand selling direct-to-consumer and through retail. Acts as a broad incumbent in the US-made, design-forward mechanical watch category that Xeric occupies at a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/xericwatches
• YouTubeyoutube.com/@xericwatches
• Facebookfacebook.com/xericwatches
• Instagraminstagram.com/xericwatches
• TikToktiktok.com/@xericwatches
• Pinterestpinterest.com/xericwatches

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Xeric