MODUCO watches describe themselves as a lifestyle watch brand inspired by the urban environment, modern aesthetics and industrial elements. Like many other microbrands, they are using crowdfunding to produce their watches. The MODUCO watch Kickstarter Campaign is running this February.
MODUCO (MODern Urban COmpany) was set up by two good friends and former roommates; one is an American watch designer, the other is a Swiss watch brand and product manager. Between them, they have a combined experience of over ten years in the watch industry. They set out to design a watch that was inspired by the urban environment, combining modern aesthetics with industrial elements.
The MODUCO watch itself comes in two variants – a Swiss quartz and, for the real watch aficionados, an automatic. The automatic movement is the very highly regarded Sellita SW200 which is used by, amongst others, TAG Heuer in their Aquaracer series. The look is interesting, we like how it compares the simplicity of a dress watch with the chunky case of a divers watch. We also like the bold, 3D look of the applied dial markers. It is nice to see a watch company eschew the usual homage designs and come up with something truly original. We think Modaco might be onto a winner here!
A selection of straps are available to choose from, all of which are in vegetable-tanned leather except for the attractive mesh bracelet option. Of course, the price is always important. The quartz models can be preordered at a very reasonable $299 (about £210, which is amazing bearing in mind similar watches from the big brands with the same movement cost upwards of £1000). $599 (£420) gets you the SW-200, which is a steal for such a high-quality Swiss movement.