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Swiss automatic watch design philosophy


Accessible modern design

Each watch is designed in a clean, modern aesthetic. Our lugless cases have no excess decoration or markings to distract the eye. At the same time, we didn’t go too far in the other direction and create stark minimalist pieces that would feel more at home in a modern art gallery than on your wrist.


Swiss mechanical watches

Why Swiss mechanical watches? Because that’s what’s at the heart of making a wristwatch enjoyable to own and wear. While many people carry cell phones, PDA’s and other electronic toys that tell time, you would never call any of these items a timepiece. Each Xetum watch is built around a Swiss automatic movement, with an exhibition back so that you can appreciate the workmanship that makes your watch run. No batteries, no electronics, no MP3 player – just metal, jewels and the efforts of a bunch of people who wear loupes for a living.


Substantial, but not oversized watches

Anyone who’s followed watches recently has noticed that wristwatches (particularly men’s styles) have gotten really big. Many of these styles are hard for a regular sized person to wear. At Xetum, our goal is to offer a collection of well-designed watches that would fit in any professional or social setting. When you pick up a Xetum watch, you’ll notice a substantial, durable feel. But when you put it on your wrist, you won’t feel overwhelmed by the wristwatch you’re wearing. Because a timepiece should be your accessory, not the other way around.

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