Our Journey in Time
Understated began with a simple conversation and has grown into a trusted destination for investment timepieces. Each chapter marks not just our evolution as a brand, but our commitment to making timeless watchmaking accessible to a new generation of collectors.
July 2022
Inspiration
Miles and Alfie discuss their love of watches poolside at a villa in rural France. The idea for Understated Watches was born.
December 2022
First 10 Watches
Whilst everyone was opening presents on Christmas Day, UW bought its first 10 watches on eBay.
February 2023
Website Launch
Initial stock sold out through eBay and Chrono24. The Understated website is launched from Miles' flat in Clapham, London.
September 2023
First Watch Fair
Continue to grow Understated alongside day jobs. Attend the first watch fair and sell 5 watches in the first 30 minutes.
December 2023
New branding and packaging
Updated branding, packaging, and stock just in time for Christmas gifting season.
July 2024
Growth & 50+ Watches Sold
Attended several watch fairs, sold over 50 watches, and began spending more time helping people source their entry (or dream) vintage watches.
December 2024
Rebrand & New Collections
Additional investment in the business to offer 'upper-entry-level' pieces; IWC, Universal Geneve, Tudor, Omega, Longines, etc.
August 2025
Introduced our flagship product
Understated Watches is rebranded with a new photography partner, website, and social media manager. Launch of a Ladies' line of watches, a range of vintage NOS straps, and framed watchmaker advertisements from the 1950s-90s.