The watch industry runs on scale. More units, more revenue, more brand awareness. It's a formula that works — until it doesn't. Until the thing you made becomes indistinguishable from everything else on the shelf.
Every Pedral edition is capped at twenty pieces. Not because I can't produce more. Not because of some manufactured scarcity play. Twenty is the number where I can still personally inspect every watch. It's the number where each owner knows: there are only nineteen others.
This isn't a business strategy. It's a design constraint. The same way a sonnet has fourteen lines — the limitation isn't a weakness. It's the structure that gives the work its shape.
When a Pedral dial sells out, it doesn't come back. There's no second production run. No "due to popular demand" reissue. The people who own edition #7 of 20 know that the dial on their wrist exists in exactly that quantity. That knowledge changes how you wear it.
I've had people email asking me to make more. I understand the frustration. But reopening an edition would betray the twenty people who already own it. Their watch would become something different — something less — the moment I printed dial twenty-one.
Radical limitation means saying no to revenue. It means watching a waitlist grow and choosing not to fill it. It means every design decision carries weight, because you can't iterate your way out of a mistake across thousands of units.
Twenty pieces. When they're gone, they're gone. That's the promise.
Kevin Pedral
Founder & Designer, Pedral Watches