It was in 2018 that the value-priced Swiss watch brand L&JR made its appearance on the scene. Its acronym name comes from its founders, watch industry veterans Lionel Ladoire, Jorg Hysek, Jr., and Philippe Cros. Its first watches were day/date and chronograph models that, at first glance, look uber-expensive. Layered dials and architectural sculpting add to the appeal. However, the watches are reasonably priced at under $2,000.