Höglund & Sons

Höglund & Sons was founded in 2019 by Brandon Höglund in Minnesota, growing out of his popular YouTube channel WatchesOnYou. The brand builds feature-rich chronographs — mecha-quartz and mechanical — that pack in complications typically found on watches costing many times more, starting under $200. Now on its fifth generation Mark V, Höglund & Sons has cultivated a dedicated following among enthusiasts who prize function-per-dollar and genuinely useful complications.