Who we are

Alphabeta is an independent watch brand, not a subsidiary of a legacy fashion house or luxury conglomerate. We work directly with watchmaking manufacturers to build automatic mechanical watches using genuine [Miyota / Seiko / Sellita — précise le vrai mouvement] movements, without the brand markup of traditional Swiss houses. We're a small, hands-on team — which means every review reaches us directly, and every watch is backed by people who actually stand behind it.