Back in 2009, Uniform Wares made its quiet debut with the 100 series. At the time, minimalist and Bauhaus designs hadn’t yet taken off. I was just starting my journey into the world of watches, and back then, most people gravitated towards timepieces flaunting visible brand names and the bold "Swiss Made" stamp on the dial. Patrick Bek, the creative director and founder of Uniform Wares, jokingly admitted, “Our launch in 2009 was a truly selfish endeavor.”
The 100 Series: Uniform Wares’ 2009 Debut
No hour markers, no brand name, no logo - just clean, precise lines. The elegance of their design shone through the carefully arranged hour indices and the use of premium straps like Nappa leather, Shell Cordovan, or nitrile rubber. Uniform Wares allowed the simplicity of their watches to speak for itself.
Despite their early success, Uniform Wares faced challenges when budget-friendly brands flooded the minimalist watch market.
As one of the pioneers of minimalist watches, Uniform Wares saw competition rise from brands like Daniel Wellington and Larsson & Jennings, which offered similar designs at lower prices. Some might have been tempted to lower their standards and join the race, but Uniform Wares refused to compromise. Instead, they doubled down on their commitment to quality, aiming to clearly differentiate their customer base by elevating their product's value.
A Game-Changer: Introducing Swiss ETA and Ronda Movements
One of the biggest turning points for Uniform Wares was the switch to Swiss ETA and Ronda movements. While their minimalist designs remain firmly rooted in London, the brand now sources movements from Switzerland and uses high-end materials from France, Italy, and Germany, including alligator leather, mesh steel, and calfskin. This shift required two years of visiting factories and workshops around the world to ensure the highest level of craftsmanship.
This upgrade was especially dedicated to their new C series and M series. These collections continue the brand’s minimalist ethos, refining designs through multiple stages of sketching and prototyping, stripping away unnecessary elements to maintain simplicity, elegance, and sophistication.
Uniform Wares HQ in London
The watch I received from Uniform Wares is the M42, the brand's most premium model, priced at a cool $1,000. If you’re unfamiliar with Uniform Wares’ minimalist philosophy, you might think it’s overpriced for a watch that doesn’t even display the brand name on the dial. Well, there is one tiny detail: a subtle "Swiss Made" near the 6 o’clock marker :)).
A $1,000 watch that doesn’t need its brand name plastered on the face.
Beneath the sapphire glass sits a bold black dial with sleek silver hour markers and hands that really pop. The steel case is coated with a matte black finish using vacuum plating, perfectly complementing the dial. Instead of traditional lugs, the M42 hides the strap joints under the back cover, a hallmark of minimalist design.
As a chronograph with six hands and a stopwatch function, each M42 undergoes five rigorous inspections in Switzerland before making its way back to London for a final quality check.
The M42 measures 42mm in diameter and is only 10.5mm thick.
The nitrile rubber strap on the M42 is worth a mention. While nitrile rubber is a common material, Uniform Wares takes it up a notch by molding the straps in Italy, ensuring superior flexibility and durability.
Thanks to its minimalist design, the M42 pairs effortlessly with a variety of outfits. Whether I'm wearing t-shirts, jeans, chinos, or Chelsea boots, the watch fits right in. However, for more formal occasions, like when I’m in a blazer or suit, swapping the rubber strap for a leather one might be a better move.
Uniform Wares isn’t about showy or flashy. It’s about understated refinement. So, if someone asks why a watch without a visible brand or logo costs so much, I’ve got my answer ready: "Because it’s beautifully made."