Known for its futuristic styling early on in its story, Azimuth Watches, based in Neuchatel, Switzerland, occupies the under-$5,000 price category. The brand enjoys making unusual displays that border on anything from retro-inspired to space age and avant-garde. It takes its name from the concept of bearings and directions – as a nod to the fact that it navigates time differently.
The Azimuth story began in 2003 when a bunch of guys from the watch industry decided to revolutionize watchmaking. They felt that the sector was stagnating, with watch brands playing it safe by trying to please everybody with every watch. While they knew there was a market for the trusted road, they believed that there was also one for the road less traveled.
Their journey started in Neuchatel, Switzerland, where the team took on the challenge of keeping with centuries of watchmaking tradition to create timepieces that defied all reason. The founders, Mr. Lye and Mr. Long, use a “draw first, think later” method, quoting science fiction, machines, tin toys, and cars as design inspiration. Once they have agreed on a design, they then figure out how to incorporate the mechanics inside the timepiece. They assemble all of their watches in Switzerland, and the Singapore offices handle distribution and sales.
Azimuth produces only mechanical watches, and the hairspring is an intricate part of every mechanical watch. The Azimuth logo is an abstract representation of this important piece, the heartbeat of every watch.
Co-founder Christopher Long provides the vision for Azimuth. His passion for watches started at a young age and has never wavered. Before Azimuth, he managed the distribution of well-known brands such as F.P. Journe and A. Lange & Söhne. His passion and experience, combined with his mechanical engineering degree, allow him to visualize both the design and the execution.
Giuseppe Picchi drives the innovation and technological advancements with a dedicated watch development team, always defying limits through the in-house development of Azimuth’s complications. Giuseppe graduated from the La Chaux-de-Fonds Technical School and has more than 30 years of watchmaking experience under his belt.
Azimuth is owned by co-founders Alvin Lye and Christopher Long. The brand is based in Singapore and Neuchatel, Switzerland, producing an estimated 1,000 watches per year.
Azimuth offers watchmaking courses in Neuchatel, Switzerland, and Singapore. There are three levels available – Induction Program, Advanced Program, and Expert Program. You can learn more about everything from movement lubrification to assembling and disassembling your own watch.