Not exactly new, but exceptional and different. Affordable and beautiful. Timeless and trendy.
Dennison Watch Company.
This year will certainly be marked by this brand of dress watches. Just seven days ago, they launched the A.L.D. watch collection, which already has a global audience and buyers. It’s the American/British brand Dennison. Yes, this is their first modern watch collection, but the company was founded back in 1874. The company’s founder, Aaron Lufkin Dennison, who was also a co-founder of the Waltham Company, patented a case design under No. 356 in 1872, creating a new, airtight and watertight case. This brought him global fame, with his company manufacturing cases and supplying brands like Rolex, Omega, Jaeger LeCoultre, Longines… An impressive start!
This all took place in Birmingham, United Kingdom, at the end of the 19th and beginning of the 20th century. Another success attributed to this watchmaker is being the first person to make a gold-plated watch in the world—in 1892. During World War I, he supplied the British army with time measurement instruments, and by the end of the 1920s, he managed to achieve an annual production of 250,000 watch cases!
The last major achievement came in 1953 when Sir Edmund Hillary led the famous expedition to Mount Everest. His entire team was equipped with 13 Smith pocket watches with cases made by Dennison. After that, the company faded into history until 2010, when the logo was re-registered for use. In 2024, we’re witnessing the rebirth of a new brand and new watches designed by Emmanuel Gueit, who at just 22 years old designed the Royal Oak Offshore for Audemars Piguet. He is the creator of the new Dennison watches!
A.L.D. Collection
The collection includes 11 watches: 6 with sunray dials and 5 with stone dials. These are currently the most affordable stone dials on the watch market, but let’s start with the case.
Mr. Gueit designed a highly wearable stainless steel case in the cushion shape. Stainless steel and gold PVD-coated steel were chosen to give the watches a more luxurious appearance, especially when paired with the stone dials. I was particularly pleased (read: surprised) by the dimensions of these watches, as the case width is 33.65mm, with a lug-to-lug distance of only 37mm. The cases are polished to a high gloss and wear beautifully on any wrist, considering their thickness is just 6mm!
The low-profile case was made possible by the quartz movement from Ronda, caliber 1032-1, which powers the first Dennison collection. Based on the available photos, I noticed a very elegant crown, partially recessed into the case and almost invisible. It’s not screw-down, and the water resistance of this elegant watch is rated at 30 meters.
Dennison A.L.D. watches are intended for those who crave a good, elegant watch that can be worn daily. They’re especially suited for the autumn-winter season currently underway, thanks to their striking dials. They pair wonderfully with earthy tones and can easily become a great daily choice for the season. I can easily picture an outfit dominated by sweaters and turtlenecks, paired with pants and shoes of any kind, with a Dennison Tiger Eye in a gold case on the wrist.
For the initial collection, they chose four different stones for the dials: Tiger Eye (brown), Malachite (green), Lapis Lazuli (blue) and Aventurine (starry sky blue). Each of these dials is matched with a color-coordinated faux-crocodile leather strap. When you buy a watch with a stone dial, you’re securing a unique piece since each stone has its own pattern, making every dial one-of-a-kind without a “twin.”
However, the detail that impressed me the most is the minimalism. The case shape, popular in the 1950s, is back in fashion. Fashion is full of recurring cycles, and this is one of my favorites as wearable dress watches return to style. For me, the best detail isn’t the dial or the case but the hands – they’re different yet compatible. Dennison are celebrating diversity as true beauty, with A.L.D. collection confirms this in every detail!
Now, on to availability and pricing. The watches are available for order on their website, and you should hurry. The collection with sunray dials is priced at 463 euros. The price for the stone models is even more surprising: just 650 euros! Remember, for under 700 euros, you get a watch with a unique design and a genuine natural stone dial. You’ll own a watch designed by the same person who gave the world the RO Offshore!
I concluded all of this from excellent communication with the brand representatives, especially the company’s CEO, Mr. Stephane Cheikh. That’s why I love micro-brands and brands in their early stages because it’s easy to get in touch and directly talk to the people who know their products best.
I should also mention that all of these conclusions are based on photographs, as I haven’t yet had the opportunity to see one of these watches in person. I look forward to the chance to wear this watch and share my firsthand impressions with you. Until then, visit their website.
Specifications:
Brand: Dennison
Model: A.L.D. Collection
Type: Dress watch
Case material: Stainless steel
Bracelet: Leather strap
Diameter: 43,5mm
Lug to lug: 37mm
Case hight: 6mm
Dial: sunray or stone
Sapphire: Sapphire glass
Waterproof: 30m
Mechanism:
Calibre: Ronda, 1032-1
Function: Analog time
Power reserve: Quartz mov.
Price & availability:
Available: On their website
Prices: 463 euros for sunray dial models / 650 euros for stone dial models