About Understated
Time, Reframed
Understated was born poolside in rural France, when two friends, Miles and Alfie, bonded over their shared love of watches. What began as a conversation in July 2022 has since evolved into a brand dedicated to curating timeless, investment-worthy pieces for a new generation of collectors.
Character
Every watch we source is chosen for its quiet strength and individuality. Understated reflects a way of collecting that values refinement over noise.
Heritage
Rooted in the traditions of classic watchmaking, our pieces carry stories that span generations connecting the past with the collectors of today.
Discretion
Luxury need not be loud. Our philosophy is built on subtle details, timeless design, and a focus on lasting value over fleeting trends.
Our Philosophy
We believe a watch is more than a way to measure time it’s a reflection of character, heritage, and discretion. Every Understated timepiece is chosen not for fleeting trends, but for enduring value. We edit out the noise and focus on what truly matters: authenticity, craftsmanship, and understated luxury.
Our Journey
From buying our first ten watches on eBay to selling out initial stock through eBay and Chrono24, to attending watch fairs and building a growing community, Understated has been shaped step by step with passion and care. Today, we continue to evolve — expanding our collections, refining our brand, and helping collectors find both entry-level and dream vintage watches.
