Micromilspec has taken a big step out of the shadows by launching with the online retailer Mr Porter.
The Norwegian brand has thus far taken pride in operating under the radar and becoming a stealth watch of choice for a certain type of soldier.
Mil-spec, meaning military specification, is a term that has long been applied to watches, particularly the famous Dirty Dozen military issue pieces that collectors seek.
So the name Micromilspec is taken to literally mean low volume military issue watches.
So far that is what is has been, with the brand speaking to secretive military types – even reportedly including one on staff – to find out exactly what armed forces want from their watches.
In their own words, Micromilspec “develops custom watches in close collaboration with military units and select organizations”. It adds: “Our custom watches are designed to be reliable companions for both daily activities and special situations. Situations where every second counts.”
US and French special forces and the Norwegian air force are among the organisations that the brand has worked with.
Micromilspec also recently announced that it will be joining the growing list of brands taking part in the Geneva Watch Days trade show.
Watches available on Mr Porter include the Offshore Automatic, with 42mm stainless steel case, Sellita automatic movement, folding clasp bracelet and 200m water resistance, costing $1,857.
There are other models in different styles but the price does not go much higher. They are all tough and no-nonsense, as you would expect from such a brand.