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Value Proposition – Endatto C1V1 and C1V2, a New American Brand’s Inaugural Collection


Born and raised in Arizona, Endatto founder Ted Verderame combined his love of mechanical watches, his background in business consulting and his entrepreneurial spirit to start his own American-based brand. His inaugural collection includes two watches that draw inspiration from the natural beauty of Arizona. The state is famous for its outdoor wonders, most notably the Grand Canyon, but look a little closer and you’ll find cool and unique features that are reflected in the dials. Ted’s goal was to offer accessible luxury watches for daily wear with eye-catching aesthetics and a Swiss heart. 

Arizona’s Sonoran Desert is home to the giant saguaro, America’s largest cactus, and a sandstone rock formation known as the Wave with intersecting U-shaped troughs and a distinct pattern from ancient erosion. The C1V1 is inspired by the saguaro with a verdant green sunray dial sporting a series of vertical and angled grooves. This texture is reminiscent of the saguaro’s spines and branches. The C1V2 takes inspiration from the Wave with horizontal lines at the bottom half and a shifting colour as the light changes. Similar to how the Wave’s hue alternates as the sun moves throughout the day, the C1V2 dial can go from crimson to a brilliant vermilion. The two dials are laser-etched and sandwich-cut. 

Both models have central hour, minute and seconds hands with a date at 3 o’clock. Four applied triangular indices sit at 12, 3, 6 and 9 o’clock on the C1V1 with thinner stick indices marking the remaining hours. Stick indices mark all hours on the C1V2 and all filled with Super-LumiNova BGW9. The hour and minute hands also have Super-LumiNova inserts. A minute track spans the outermost perimeter of both dials but is more detailed on the C1V2. The watches are assembled in Switzerland with a Swiss Made designation printed at the bottom of the dials. 

The 316L stainless steel cases are 39mm in diameter and fully polished, save for the upper lugs that are brushed. A sapphire crystal with an anti-reflective coating covers the dial, while a screw-down exhibition caseback displays the Swiss automatic. The curved, polished bezel slopes down to the slightly oversized and signed knurled crown. The lugs have a distinct arc for wrist comfort and connect to a tan calf leather strap on the C1V1 and black strap on the C1V2. They feature quick-release levers and an Endatto-branded pin buckle. Colour matching buffalo leather straps will be available in the future. Both watches are water-resistant to 50 metres. 

The heart of the collection is an ETA 2824-2 automatic, one of the industry’s most proven and ubiquitous mechanical movements. It has 25 jewels, beats at 28,800vph (4Hz) with a 38-hour power reserve. Functions include central hours, minutes, seconds and date at 3 o’clock. Viewed from the exhibition caseback, the rotor is decorated with Côtes de Genève. 

Although this is the first collection from a new brand, Endatto will sell the C1V1 and C1V2 direct to consumers without leveraging a crowdfunding site. This means that orders will be fulfilled within four weeks of pre-orders, rather than several months typically associated with Kickstarter, etc. Both models will retail for USD 1,200 and pre-orders have just started. For more information and to place an order, visit Endatto’s website. 

Technical specifications – Endatto C1V1 and C1V2

39mm diameter – 316L stainless steel, polished with brushed upper lugs – sapphire crystal with anti-reflective coating – exhibition case back – 50m water-resistant

sunray finish with two themes: verdant green with vertical and angled grooves representing Arizona’s saguaro cactus (C1V1) and crimson/vermilion with horizontal grooves at the bottom half representing the Wave rock formation (C1V2)

ETA 2824-2 – automatic – 25 jewels – 28,800vph (4Hz) – 38-hour power reserve – rotor decorated with Côtes de Genève – hours, minutes, seconds and date

tan calf leather on the C1V1 and black leather on the C1V2 – quick-release spring bars – steel pin buckle

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