Blue Moon

Founded by Giles Ellis and launched in 2011 at the Saatchi Gallery with the debut Signalman, Schofield treats watchmaking as a complete design exercise, obsessing over every visible and invisible component rather than chasing mass appeal. Cases are predominantly British-made by the same Sussex precision shop the brand has used for over a decade, paired with proven Swiss and Japanese movements, in-house finishing, and assembly in the UK. Operating from its Riverside Store, described as somewhere between a dressmaker's boutique and a cabinet of curiosities, the brand is celebrated in the microbrand world for unmistakable design language, deep storytelling (lighthouses, ufology, British landscape), and a willful indifference to industry trends.