Fledgling Pheonix watchmaker rises to the covid challenge


Endatto, based in Pheonix, AZ, has revealed its third Swiss-made watch today. 

The business was founded in June, and the business’s first year has faced covid-related challenges. But founder Ted Verderame is positive that, having survived such an unprecedented year, the future can only get easier.

“The C2V1, which is the third Endatto watch launched this year, is proof we can withstand any difficulties with hard work and perseverance. Every step of this process was impacted by the pandemic, showing how interconnected our world really is” says Mr Verderame.


“This release is a bit of blue sky in the midst of a storm. We’re just extremely proud to be where we are today, expanding our offerings and working tirelessly to find creative solutions to continue introducing our brand to the world in these trying times,” he adds.

The C2V1 has a deep blue fumé dial, evoking the 320 days of clear skies in Phoenix each year while simultaneously mimicking a pitch black desert night sky around the edge, Mr Verdame describes.

It comes in a 39mm polished stainless steel case with brushed-finished lugs.

Inside is a workhorse ETA 2824-2 movement driving hours, minutes and seconds hands and date at 3 o’clock.

The movement’s oscillating weight is decorated with the Côtes de Genève finish, and is visible through an exhibition caseback.

It goes on sale today for $1,150.

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