A Letter from the Founders

In 2012, after 17 years on the job, we set out to build a watch that could survive real work. That idea became Smith & Bradley, and it found its way onto the wrists of people who put a watch through more than most ever will: military and special forces, government agencies, law enforcement, first responders, and collectors who know the difference.

From the start, you were more than customers. You were family. You told us what worked and what didn't, you carried our watches on duty, on deployment, and into the field, and you built this company with us.

For a time, the company was in other hands, and it took a different direction. Many of you told us it no longer felt like yours. We heard that, and it stayed with us. It is the reason we bought Smith & Bradley back. We closed on the acquisition on October 1, 2026. This brand belongs with the people it was built for.

We also never stopped building watches. While we were away, we designed and built one-of-a-kind pieces by private commission for collectors, each made once and never repeated. That work pushed our engineering further than production watches ever had: new case architecture, new dial construction, finishing held to a collector's standard. We're bringing all of it home.

Here is what you can expect from us now:

Built in house. Our watches are designed, assembled, and tested by us, under our own roof, where we can stand behind every one.

Quality before quantity. We would rather build fewer watches and build them right.

Back to our purpose. Purpose-built watches for the people who depend on them, whether that's in uniform, on a call, in the water, or in a collection. The SANS-13, the watch that started it all, is on reorder and coming back.

We also owe some of you an apology. During the transition, orders were delayed and messages went unanswered. All inventory is being routed to our new facility now. Open orders ship first, the moment it arrives, and we're answering every email ourselves at service@sbwatch.com.

Yes, we're glad to be back. More than that, we're glad to be back with you.

Jerommie and Rob
Founders, Smith & Bradley Watches