Swiss Movements at an Independent Price: How I Do It

There's a persistent myth in watchmaking: Swiss movements require Swiss prices. That a Sellita SW200-1 inside a case somehow demands a four-figure premium just because the dial says something prestigious.

Every Pedral watch runs on a Swiss movement. The Okapi uses an ETA 7001 hand-wound calibre. The Maestro houses a Sellita SW200-1 automatic. The Triomphe runs on a Swiss hand-wound movement selected specifically for its 8.8mm case height. These aren't compromises — they're deliberate choices.

So how does a one-person operation in Stockholm offer Swiss-movement watches at prices that undercut established brands by 60–70%? The answer isn't a secret. It's just a different model.

First: no middlemen. I design each watch, select components directly from suppliers, and work with a single trusted assembly partner. There's no sales team, no regional distributors, no retail partners taking their cut.

Second: no retail markup. A watch that reaches you through a boutique has typically been marked up 2–3x from wholesale. I sell direct. The price you pay is the price of making the watch, plus a margin that keeps a one-person studio running.

Third: no marketing department. The watches speak for themselves. Word of mouth, a small Instagram following, and the occasional feature in a watch publication. No Super Bowl ads. No Formula 1 sponsorships.

The result: a Swiss-movement watch, designed in Stockholm, limited to twenty pieces, at a price that respects both the craft and the collector. Not magic. Just a different model.