Garrick Watchmakers

What Garrick Watchmakers does

Garrick Watchmakers is a British luxury watch manufacturer founded by David Brailsford and Simon Michlmayr, producing handcrafted mechanical timepieces from a dedicated workshop in Norwich, Norfolk. The company manufactures its own movements (UT-G01, UT-G02, UT-G03, UT-G04, and DB-G06), produces dials in-house on historic rose and straight-line engine lathes previously used by the late Derek Pratt, and employs a Master Watchmaker (Stuart Smith) supported by a small team of time-served craftsmen. Its proprietary Sircumet alloy for balance wheels is patented, and its Trinity free-sprung balance architecture supports accuracy of approximately +3 seconds per day after a three-week regulation cycle — tighter than COSC chronometer tolerances. The current collection includes four core models: the flagship S3 Deadbeat Seconds Power Reserve (£40,000–£47,500 ex VAT, 30-month build), the S3 MK2 openworked dial (£32,450 ex VAT), the S2 Deadbeat Seconds with engine-turned guilloche dial (£23,000 ex VAT), and the entry-level S7 (£7,500–£9,500 ex VAT), with an S8 design finalised for 2026 release. Production is deliberately capped at 50 watches per year to preserve handcraftsmanship and exclusivity.

The business operates almost entirely on a direct-to-consumer basis through garrick.co.uk and an appointment-only Norwich showroom, with 65% non-refundable deposits collected upfront and balance due before delivery on build cycles of 12 to 30 months. Complementary revenue streams include handmade leather watch straps and accessories (£120–£500), bespoke commissions (minimum 10 pieces for collector groups and retailers), and technical services such as dial making, assembly and finishing, DLC coating (currently paused until Summer 2026), and horological consulting. Marketing is concentrated on high-end events — notably Watches & Wonders Geneva at the Beau Rivage Hotel — Instagram, a monthly email journal, and editorial coverage amplified by three consecutive Grand Prix d'Horlogerie de Genève finalist nominations (2023, 2024, 2025). The company is privately held with no disclosed institutional investors, no parent company, and no recorded funding rounds, operating as a founder-controlled craft enterprise.

Name

Garrick Watchmakers

Legal name

Garrick London Ltd

Website

https://garrick.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Garrick Watchmakers is a privately-held British luxury watch manufacturer based in Norwich, producing handcrafted in-house mechanical timepieces for discerning collectors via direct-to-consumer sales, with annual production capped at 50 watches and prices from £7,500 to £47,500.

Ownership category

akta.pro rank

Product category

Luxury Mechanical Watches

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

akta.pro secondary industries

Luxury Mechanical Watches (CRAKADAA), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK), Watch Repair, Servicing & Restoration (CRAKADAN), Watch & Timepiece Retail (CRAKAGAD)

Keywords

• Handcrafted mechanical watches
• Luxury watch manufacturing
• In-house watch movements
• Bespoke timepiece commissions
• Engine-turned watch dials

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Watch Sales: Garrick manufactures and sells handcrafted British-made mechanical watches directly to consumers. Each watch is built to order with extensive customisation options. Prices range from £7,500 to £47,500+ ex VAT depending on model and specifications.
2. Watch Accessories: Sale of complementary products including watch stands, watch straps in exotic leathers (alligator, ostrich, shark, toad), watch rolls and travel cases. These accessories are handcrafted in Britain and priced between £120-£500+.
3. Bespoke Commission Services: Full design and build service for unique timepieces produced to precise client requirements. Minimum order of 10 pieces for collector groups and retailers. Also offers bespoke watch straps matched to client specifications.
4. DLC Coating Service: Diamond-like carbon coating and plating service for existing timepieces regardless of make or model. Includes disassembly, cleaning, coating and reassembly. Prices from £1400 + VAT (currently paused until Summer 2026).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Garrick Watchmakers is a Norwich-based British luxury watch manufacturer that handcrafts mechanical timepieces built to order (max ~50 per year) in its Norfolk workshop, producing in-house movements, dials, hands, and balance wheels. The current product range includes the S3 Deadbeat Seconds Power Reserve, S3 MK2, S2 Deadbeat Seconds, and S7 Timepiece, priced from £7,500 to over £47,500 ex VAT. The company also sells British-made exotic-leather watch straps, watch stands, leather watch rolls and travel cases, and offers paid services including bespoke commissions, dial making, assembly & finishing, DLC coating, and horological consulting.

Product overview

Garrick Watchmakers is a British luxury watch manufacturer producing handcrafted timepieces in Norfolk. The core product portfolio includes four current watch models: S3 Deadbeat Seconds (flagship with deadbeat seconds complication), S3 Timepiece MK2 (openworked dial), S2 Deadbeat Seconds (central deadbeat function), and S7 Timepiece (entry-level 38mm). All watches feature in-house movements including the UT-G01, UT-G04, and DB-G06 calibres, with exclusive Sircumet alloy balance wheels. Supporting accessories include watch straps (14 varieties in exotic leathers), watch display stands, and leather travel cases. Services encompass bespoke watch commissions, dial making, movement finishing, DLC coating, and horological consulting. Production is limited to maximum 50 watches per annum.

Differentiator

Problem solved

Functional benefit

Products and services

• S3 Deadbeat Seconds - Power Reserve Flagship handcrafted British watch featuring deadbeat seconds complication with power reserve indication, 42mm case in stainless steel or gold with open dial showcasing the in-house movement. Built to order for individual collectors with extensive customisation of dial colour, hand finish, and movement plating.
• S3 Timepiece (MK2) Openworked dial watch featuring the UT-G04 calibre with screwed chatons and black polishing finishing, exposing the textured mainplate and hand-finished movement parts. 42mm case with exhibition back; built to order for haute horology collectors.
• S2 Deadbeat Seconds 42mm handcrafted British watch with the deadbeat seconds complication powered by the in-house DB-G06 calibre, Trinity free-sprung balance and central deadbeat seconds function. Engine-turned guilloché dial in multiple colour options and movement finishes including pink gold, black gold and rhodium.
• S7 Timepiece Entry-level 38mm handcrafted British watch with a modified vintage Swiss manual-wound movement, fully customisable engine-turned guilloché dial in multiple colours, and either solid or exhibition case back. From £7,500 ex VAT with a 12-month build time; aimed at new entrants to haute horology.
• Watch Display Stand Display stand designed for showcasing Garrick timepieces, sold as a complementary accessory for watch owners.
• Watch Straps Collection Collection of 14 handmade watch straps in exotic leathers including toad, alligator, ostrich, python, bison, shark, suede crocodile and others; handcrafted in the UK and priced between £120–£500+ as a complementary offering to Garrick timepieces.
• Watch Travel Case & Watch Wallet Hand-crafted leather watch wallet/travel case made in Great Britain that carries two watches, with soft leather interior protection and external dimensions of 80 x 160 x 40mm; priced at £120.83.
• Leather Watch Roll Handcrafted leather watch roll designed for watch storage and travel, sold as a complementary accessory to Garrick timepieces.
• Assembly & Finishing Services Paid movement finishing and watch assembly service offering case polishing, free-sprung balance production, and hand-bevelling of bridges performed in-house at the Norfolk workshop, available to external watch brands.
• Bespoke Watches by Garrick Full custom design and build service for unique timepieces produced to client specifications, including personal motifs, unique dial designs, DLC coating, and custom complications. Minimum order of 10 pieces for collector groups and retail partners; aimed at private collectors and organised groups seeking exclusive pieces.
• Dial Making Services Paid dial production service using traditional rose engine lathes, bead blasting, chapter ring application, laser engraving and hand inking at the Norfolk workshop, available to other watch brands and bespoke clients.
• DLC Coating Service Diamond-like carbon (DLC) coating and plating service for watch cases regardless of make or model, including disassembly, cleaning, coating and reassembly. Prices start from £1,400 + VAT with a 14–21 day process; service currently paused until Summer 2026.
• Horological Consulting Services Paid horological consulting service covering engineering, marketing advice, technical drawings, 3D renders and industry expertise, provided to other watch brands, start-ups and individuals commissioning bespoke projects.
• Bespoke Watch Straps Custom leather watch strap service matching a client's car upholstery or personal leather goods, with optional monogram stamping; aimed at collectors seeking personalised accessories.
• Discontinued Watches Collection Archive collection of nine discontinued Garrick models including Norfolk, Portsmouth, Regulator, Regulator MK II, S1, S4, S5, S5 Moon Phase and S6, listed on the website as a historical/reference archive.

Quantifiable outcome

• Accuracy within +3 seconds daily variance after 3-week regulation process
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Uhr Teil AG (Andreas Strehler)coreStrategic or Co-development Partner · 1 January 2016The UT-G01 movement was designed in partnership with eminent watchmaker Andreas Strehler and his company Uhr Teil AG. This partnership enabled Garrick to enter a new era in watchmaking with an exclusive hand-wound movement. The design features prominent balance bridge and free-sprung balance intended to look stereotypically British.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• William Wood Watches: British independent watchmaker producing limited-edition mechanical watches with British heritage storytelling. Comparable on small-batch British production and direct-to-consumer model, though with different finishing and movement philosophy.
• Christopher Ward: British direct-to-consumer watchmaker offering mechanical timepieces with strong value positioning. Comparable on DTC distribution model and British heritage branding, though at lower price points and substantially higher volumes than Garrick.
• AnOrdain: Scottish independent watchmaker specialising in hand-finished guilloché dials and small-batch mechanical watches. Closely comparable on in-house dial production, guilloché engine turning, and independent British positioning at accessible luxury price points.
• H. Moser & Cie. Swiss independent haute horlogerie manufacturer producing limited mechanical watches with strong in-house movements and minimalist finishing. Comparable on independent positioning, in-house movement capability, and small-batch exclusivity, though at a higher price tier.
• Schofield Watch Company: British independent watchmaker producing small-batch mechanical watches with strong British design identity. Comparable on independent British positioning, limited production runs, and direct-to-consumer sales, though based in Sussex rather than Norfolk.
• Bremont: British luxury watchmaker producing mechanical timepieces with strong heritage branding. Operates at a higher production volume but in an overlapping price tier and competes for the same UK-rooted, craft-oriented luxury collector.
• Roger W. Smith: Britain's only remaining hand-made watch manufacturer producing extremely limited, individually crafted timepieces in the Isle of Man. Directly comparable on handmade British positioning, in-house movements, and built-to-order exclusivity, though at a substantially higher price point.
• Laurent Ferrier: Swiss independent watchmaker producing hand-finished mechanical timepieces with strong classical aesthetics. Comparable on in-house movements, hand-finishing philosophy, and limited annual production, though at substantially higher price points.

Emerging players

• Studio Underd0g: British microbrand producing playful limited-edition mechanical watches with strong community engagement. Comparable as a young British independent watch brand competing for the same entry-independent collector, though at a much lower price tier and without in-house movements.

Broad incumbents

• F.P. Journe: Swiss independent haute horlogerie manufacturer with in-house movements and limited production. Comparable on independent positioning, in-house movement philosophy, and artisanal finishing, though at a substantially higher price tier and global brand scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/garrickwatchco
• Facebookfacebook.com/garrickwatchco
• LinkedInlinkedin.com/company/garrick-london-ltd

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 Garrick Watchmakers