Vertex Watches
Vertex Watches Limited designs and sells British military-inspired mechanical wristwatches across four collections (M100, M60 AquaLion, MP45, M36) using Swiss Sellita movements, serving collectors, military veterans, and luxury consumers via direct-to-consumer e-commerce and a London boutique.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vertex Watches does
Vertex Watches Limited designs and sells British military-inspired mechanical wristwatches through a direct-to-consumer model, serving discerning watch collectors, military veterans, and accessible luxury consumers globally. The company traces its origin to the 1912 founding of the Vertex Watch Company by Claude Lyons; the original entity closed in 1972 during the quartz crisis and was revived in 2015 by Don Cochrane, Claude Lyons's great-grandson, who launched the first new Vertex timepiece (the M100) in 2016. Vertex holds a unique historical position as the sole British-based manufacturer among the twelve 'Dirty Dozen' brands commissioned to supply navigation watches to British forces during WWII, and has been granted specific British MOD permission to use the 'broad arrow' insignia on its dials.
The product range comprises four mechanical collections: the M100 military field watch series (Sellita SW260-1, 40mm, 100m), the M60 AquaLion ISO 6425-certified dive watch series (Sellita SW300-1 COSC-certified, 600m, ceramic Bren bezel), the MP45 M mono-pusher chronograph inspired by a 1945 ordnance disposal timing concept (Sellita SW510 MP hand-wound), and the M36/Bronze 36 tribute series (Sellita SW260-1, 36mm, bronze CuSn8 variants). Vertex sources Swiss-made Sellita movements and applies proprietary customizations including the Cal59 ratchet weight design, moulded X1 Grade Super-LumiNova dials, and WWII-inspired detailing, with final assembly and quality control conducted in a UK workshop. The watches carry a 5-year global guarantee and are priced from $2,458 (M36) to $3,978 (MP45 M).
Vertex operates a controlled D2C go-to-market: an owned e-commerce platform (vertex-watches.com) with global shipping via DHL and Royal Mail Special Delivery, plus a single London boutique at 15 Shepherd Market in Mayfair. Revenue derives from one-time watch sales and accessories (straps $14-$364, bracelets, buckles), with a 15% military discount program and Humm interest-free payment plans supporting customer acquisition. The company is privately held under family ownership, with 1-10 employees, no disclosed institutional funding, and no wholesale distribution. Marketing relies on earned media coverage in leading horological publications (Hodinkee, Fratello, Monochrome, Esquire, GQ) and owned social channels.
Vertex Watches firmographics
Firmographics- Name
- Vertex Watches
- Legal name
- Vertex Watches Ltd.
- Website
- https://vertex-watches.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Vertex Watches Limited designs and sells British military-inspired mechanical wristwatches across four collections (M100, M60 AquaLion, MP45, M36) using Swiss Sellita movements, serving collectors, military veterans, and luxury consumers via direct-to-consumer e-commerce and a London boutique.
- Ownership category
- akta.pro rank
Vertex Watches industry classification
Industry- Product category
- Luxury Mechanical Watches
- NAICS
- Jewelry and Silverware Manufacturing (33991)
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873)
- akta.pro primary industry
- Luxury Mechanical Watches (CRAKADAA)
- akta.pro secondary industries
- Sports/Dive/Aviation Tool Watches (CRAKADAE), Dress/Formal Watches (CRAKADAF), Watch Parts & Components (Straps/Bracelets, Crystals, Hands, Buckles) (CRAKADAK), Watch Repair & Movement Service (CRAKALAE)
Keywords
Where Vertex Watches is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Vertex Watches business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Watch Sales: Direct sales of luxury mechanical watches across four main collections (M100, M60 AquaLion, MP45, M36) ranging from $2,458 to $3,978. Premium positioning with Swiss movements and British craftsmanship.
- Accessories and Straps: Sales of watch straps (fabric NATO, leather, rubber), metal bracelets, buckles, and accessories. Strap prices range from $14 to $364.
- Military Subsidy Program: 15% discount offered to eligible military veterans, retirees, and active-duty members, driving customer acquisition within the military community.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | M100 Series - Field Watches |
| One time/ perpetual license | Pay-as-you-go | M60 AquaLion - Dive Watches |
| One time/ perpetual license | Pay-as-you-go | MP45 - Chronograph |
| One time/ perpetual license | Pay-as-you-go | M36 - Compact Field Watches |
| One time/ perpetual license | Pay-as-you-go | Straps and Accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vertex Watches product offering
Product offeringCore offering
Vertex Watches Limited designs and sells military-inspired mechanical wristwatches across four main collections (M100, M60 AquaLion, MP45, M36/Bronze 36), along with NATO fabric straps, leather and rubber straps, metal bracelets, deployant buckles, and accessories. All watches feature Swiss-made Sellita automatic or hand-wound movements, with production in a Swiss atelier and final assembly plus quality control performed in the UK workshop.
Product overview
Vertex Watches is a British luxury watch manufacturer founded in 1912, offering four distinct watch collections: the M100 military field watch series (M100A, M100AC), the M60 AquaLion professional dive watch series (M60 ND, M60 D, M60C DC with DLC coating), the MP45 mono-pusher chronograph series, and the M36/Bronze 36 tribute dress watch series. All watches feature Swiss-made Sellita movements, proprietary moulded Super-LumiNova dials, British MOD-approved broad arrow markings, double domed sapphire crystals, and 5-year warranties. The company operates from a London boutique and manufactures with Swiss precision meeting contemporary design standards.
Differentiator
Problem solved
Functional benefit
Products and services
- M100A Field Watch The M100A is a 40mm brushed 316L steel field watch tribute to the original Vertex WWW Cal 59 produced for the British military during WWII. It features an automatic Sellita SW260-1 Top Grade movement, moulded Super-LumiNova dial, locking crown, and water resistance to 100 meters. Ships with three straps (black leather, Admiralty Grey NATO, additional NATO) in a Peli Case, priced at $2,858.
- M100AC DLC Field Watch The M100AC (Automatic & Covert) is a DLC-coated variant of the M100A in a brushed black Diamond-Like Carbon 40mm case. It uses an automatic Sellita SW260-1 movement with rhodium finish and Côtes de Genève decoration, provides a 38-hour power reserve, and offers 100m water resistance. Ships with three straps (rubber, Red NATO, Black NATO), priced at $2,858.
- M60 AquaLion ND Dive Watch The M60 AquaLion ND is a professional dive watch meeting ISO 6425 standards, featuring a 40mm marine-grade 316L stainless steel case, 600-meter water resistance, and a COSC-certified Sellita SW300-1 movement with a 56-hour power reserve. Includes a matte ceramic Bren Bezel with Super-LumiNova, a double-domed sapphire crystal, and ships with a stainless steel bracelet, Zulu strap, and rubber dive strap in a Peli Case, priced at $3,258.
- M60 AquaLion D Dive Watch The M60 AquaLion D is the date-display version of the AquaLion dive watch. It is ISO 6425 certified with 60 bar (600m) water resistance, a COSC-certified Sellita SW300-1 movement, and a scratch-resistant matte ceramic bezel. Ships with a stainless steel bracelet, ZA strap, and rubber dive strap, priced at $3,258.
- M60C AquaLion DC DLC Dive Watch The M60C AquaLion DC features a Diamond-Like Carbon (DLC) coated stainless steel case for enhanced durability and a stealth aesthetic. It is ISO 6425 certified with 600-meter water resistance, a COSC-certified Sellita SW300-1 movement, and a unidirectional 60-click dive bezel. Ships with a DLC steel bracelet, ZA strap, and rubber dive strap, priced at $3,361.
- MP45 M Mono-Pusher Chronograph The MP45 M is a mono-pusher chronograph hand-wound watch (40mm brushed steel) inspired by the WWII ordnance disposal timing watch originally conceived in 1945. It uses a Sellita SW510 MP movement with a 63-hour power reserve, provides start/stop/reset chronograph functions via a single pusher, and features a moulded Super-LumiNova dial with Arabic numerals plus the military broad arrow marking. Ships with black leather, rubber, and NATO straps, priced at $3,978.
- M36 Compact Field Watch The M36 is a 36mm tribute to the 1944 British military watch with a brushed 316L steel case and an automatic Sellita SW260-1 Top Grade movement (31 jewels, hacking seconds). It features a moulded Super-LumiNova dial, locking crown, 100m water resistance, and broad arrow marking. Ships with expandable metal, sand over-and-under, and leather over-and-under straps in a military-spec case, priced at $2,458.
- Bronze 36 Black Field Watch The Bronze 36 Black features a brushed bronze CuSn8 case that develops patina over time, paired with a black dial and an automatic Sellita SW260-1 movement. It is a 36mm tribute to the British WWII Desert Campaign watch with moulded Super-LumiNova, 100m water resistance, and broad arrow marking, priced at $2,624.
- Bronze 36 Green Limited Edition Field Watch The Bronze 36 Green is a limited edition of 30 numbered pieces featuring a bronze CuSn8 case with a green dial inspired by Britain's WWII Desert Campaign. It carries the same specifications as the Bronze 36 Black with an automatic Sellita SW260-1 movement and 100m water resistance, priced at $2,624.
- Vertex Fabric NATO Watch Straps Military-inspired fabric NATO straps offered in Admiralty Grey (homage to original A.F.0210 military straps from WWII), Blue with grey borders, and jet Black variants. Each strap is Vertex-branded with brushed steel hardware and designed for tactical reliability to keep the watch secured even if a spring bar breaks. Prices range from $38 to $39.
- Vertex DLC Deployant Buckle Deployant buckle crafted from 316L Diamond-Like Carbon steel for quick fastening and removal of Vertex watches. Compatible with Vertex leather and rubber straps, and ships with a custom Vertex tool and lug pin, priced at $86 to $134 depending on configuration.
- Vertex Army Green Cap 100% premium cotton army green cap with embroidered Vertex logo in black, an adjustable fit, and a military-inspired design, priced at $42.
Quantifiable outcome
- 4,652 Cal 59 W.W.W. watches delivered during WWII preparations for D-Day
- +2 more outcomes
Companies that use Vertex Watches
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Vertex Watches technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Vertex Watches partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- SellitacoreSwiss movement manufacturer supplying Vertex with custom automatic and hand-wound movements including SW260-1 (M100, M36), SW300-1 (M60 AquaLion), and SW510 MP (MP45). Custom Vertex Cal59 ratchet weight design and Vertex branding on movements.
- British Ministry of DefencecoreFormal permission granted to use the 'broad arrow' marking on watch dials - a military insignia of historical significance. Original authorization traced to WWII when Vertex was sole British watchmaker commissioned for military watches.
- WatchGeckominorExclusive partnership for Vertex OCTOPOD Strap - a military-inspired nylon strap with deployment buckle. Combines Vertex branding with WatchGecko's distribution network.
- Royal Mail Special DeliveryminorUK shipping partner for watch deliveries. Royal Mail Special Delivery provides insured, tracked delivery for UK customers.
- DHL ExpressminorInternational shipping partner for global deliveries. DHL handles international orders outside UK.
- Global Service PartnersminorNetwork of authorized repair centers and service partners worldwide. Dedicated UK workshop handles in-house servicing. Service partners located globally for customer convenience.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Vertex Watches competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vertex Watches social profiles
Digital presenceVertex Watches compliance and trust
Trust signalCompliance2 records
Vertex Watches financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vertex Watches leadership team
Management profileNumber of profiles
Profiles1 record
Vertex Watches funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vertex Watches M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vertex Watches
What does Vertex Watches do?
Vertex Watches Limited designs and sells military-inspired mechanical wristwatches across four main collections (M100, M60 AquaLion, MP45, M36/Bronze 36), along with NATO fabric straps, leather and rubber straps, metal bracelets, deployant buckles, and accessories. All watches feature Swiss-made Sellita automatic or hand-wound movements, with production in a Swiss atelier and final assembly plus quality control performed in the UK workshop.
Is Vertex Watches a public or private company?
Vertex Watches is a private company. It is classified as family owned and is currently operating.
When was Vertex Watches founded?
Vertex Watches was founded in 2015. It employs 1 to 10 people.
Where is Vertex Watches based?
Vertex Watches is headquartered in London, United Kingdom, in the Europe region.
How does Vertex Watches make money?
Three revenue lines are on record. Watch Sales are the primary driver. The others are accessories and Straps and military Subsidy Program.
Does Vertex Watches have an API?
No public API is recorded for Vertex Watches.
What industry is Vertex Watches in?
Vertex Watches's product category is Luxury Mechanical Watches. Its primary akta.pro industry code is CRAKADAA, Luxury Mechanical Watches, with a secondary code of CRAKADAE, Sports/Dive/Aviation Tool Watches. Its NAICS code is 33991 and its SIC code is 3873.