The new year is always an excuse to try something different. Perhaps, it is also time to do the same in horology, where collectors should broaden their horizons in search of watches beyond the likes of the usual suspects.
Something new: Six watches from relatively uncommon brands to kickstart 2026
We have always been strong proponents of looking beyond the labels. There are many pockets of hidden gems within the industry, although it is unfortunate that most collectors tend to gravitate towards the same handful of watch brands. There is nothing wrong with the latter, although it is certainly a shame especially since some of the lesser known brands have produced pretty compelling and credible alternatives that are worth a serious consideration.
In this week’s article, we are looking at six watches from brands that are often overlooked. What have we selected? Let us find out.
Citizen Zenshin Mechanical Gents
We begin the article with a modest yet exceptional timepiece: Citizen Zenshin Mechanical Gents.
The Citizen, which was refreshed in 2025, is a sports watch which features the brand’s proprietary Super Titanium for its case and bracelet. It also has a few nice touches, such as an ornate dodecagon bezel, as well as a stunning dial which features vertical graining and fumé style gradation. The newer reference also features an upgraded movement, with a power reserve of 60 hours. Interestingly, the watch does not have a date display – this may be an issue for some, but this is a non-issue for us (especially from a design stand point).
Priced at SGD 926.50, the Citizen is a compelling option for a daily beater. It is a solid and well-made timepiece, and the Super Titanium case is definitely robust enough for heavy use.
Orient Star M45 F8 Mechanical Moon Phase
Following the Citizen, we have yet another brilliant option from Japan. Cue the Orient Star M45 F8 Mechanical Moon Phase.
Orient Star may be a brand that is unfamiliar to many, but it is very well-established within the horological scene with a watchmaking history of over 70 years. The M45 F8 does show the brand’s prowess, with a rather nice case and dial finishing that matches the level of luxury watches that are priced significantly higher. The other key selling point is its stunning movement, which features haute horlogerie elements that are typically found in Swiss or German watches. The entire package, in our opinion, is very impressive.
The price of the M45 begins at USD 3,040 (approximately SGD 3,912). While some may question its price given the brand’s relative obscurity, we deem it to be of exceptional value given that it has all the touches of high-end watches which are at least double of what Orient Star charges. If one can look beyond the label, this is a timepiece that we will highly recommend to add into one’s collection.
Watch Ho & Co x Selten Jui
There have been an influx of microbrands entering into the horological scene, but few have made an impact like the Watch Ho & Co x Selten Jui.
Produced in collaboration between Selten and Watch Ho & Co, the first thing that caught our attention is the alluring Tahitian black mother-of-pearl (“MOP”) dial that is adorned with an interesting Chinese-styled armour motif. We love how visually arresting the dial is, especially with its iridescent sheen at different angles. Mesmerising, to say the least.
We like the stories and values behind the 39mm watch, and the design is simply an icing on the cake. Priced at USD 1,099 (approximately SGD 1,414), this watch certainly has a solid place in most watch collections.
Raymond Weil Toccata Heritage
Raymond Weil is a name that has been forgotten by many, but we reckon the introduction of the new Toccata Heritage (picture above courtesy of Raymond Weil) might get collectors excited about this brand again.
Introduced in 2025, the Toccata Heritage features a sophisticated ellipse case that is proportioned perfectly. We like its simple looks, and the use of a manual-winding movement adding a superb touch to this beautiful dress watch. Talk about classy dress watches.
The Toccata Heritage is available in a variety of sizes and configurations (both in terms of dial and bracelet). We are big fans of the mechanical movement version, with the base option retailing at USD 1,675 (approximately SGD 2,155). It is a breath of fresh air, but with subtle touches that makes it rather elegant yet refreshing at the same time.
Kollokium Projekt 01
We move on to something that is more esoteric, with the Kollokium Projekt 01.
Founded in 2020 by three individuals (most notably Manuel Emch, whose CV includes running Romain Jerome and Louis Erard) who wants to introduce new possibilities in the world of horology. The Projekt 01 features a “Neubrutalist” approach to its design, with elements that breaks all the conventions – such as the die-cast case, exaggerated boxed sapphire crystal, and an avantgarde dial which features 468 cylindrical tubes that had Super-LumiNova applied on each tip. The end result is an incredibly cool-looking timepiece, and certainly one that is rather original.
The 40mm timepiece is available in various guises, with limited quantities for each run. The latest version, dubbed the Variant G, retails at just below CHF 3,000 (approximately SGD 4,855). The Projekt 01 may not be everyone’s cup of tea, but we love it for the fact that it is an incredibly creative timepiece that breaks all the code of watch designs.
Sartory-Billard SB04-E
We round up the article with Sartory-Billard and its SB04-E (picture above courtesy of Sartory-Billard).
Sartory-Billard is an interesting brand, with the ethos of creating timepieces that captures an individual’s taste and preferences through its bespoke programme. The brand – which made its debut in 2015 – is also known for its own creations – with the SB04 being the entry-level model featuring a La Joux-Perret movement and a myriad of dial options. This particular version in the image above features an unusual tantalum dial with a special guilloché pattern.
We like the concept of Saroty-Billard’s watches, as it offers something different for collectors who are looking to pay a mid-four figure sum for an entry to mid-level luxury timepiece. The prices of the SB04-E varies as it is dependent on the materials used (the example above is priced at USD 6,850 (approximately SGD 8,815), although we have noted that there are certain entry-level pieces that are priced more modestly (for example, the Tantalum Hand-Graved which is priced at EUR 3,500 or around SGD 5,240).
Concluding Thoughts
We hope that you have enjoyed this week’s article. For a start, we thought that it might have been a better idea to keep the price point more modest – after all, many might be unwilling to plonk a five-figure sum for a timepiece that is relatively less well-known. We can perhaps explore such options in the future.
Overall, we do think that these watches offer collectors something different. Granted, it may not be as popular as some of its counterparts, but there are certainly characteristics that should make these watches stand out against the crowd. The Citizen, in our humble opinion, is no less of a watch as compared to the Tissot PRX or its equivalent from Seiko. The same can be said for the other five watches that we have featured in this piece today.
Lastly, we do hope that this article has sparked something within you to go out and get a timepiece this year, from brands that are not getting as much love from the scene. It is certainly a shame for the folks who are doing a good job, and we also hope that this will continue to bring more diversity into this hobby of ours.
