The Daily Next

Microbrand

Zelos

Singapore · est. 2014 · 2 watches · $399

zeloswatches.com

From Singapore, Elshan Tang built Zelos into the microbrand world's materials laboratory: bronze, meteorite, Damascus steel, timascus, carbon fiber — often in the same watch, usually under $1,000. Where most micros play it safe, Zelos drops twenty wild limited editions a year, sells them out, and moves on. The Mako diver and Swordfish are the gateway drugs; the meteorite-dial pieces are the addiction.

For sheer experimentation-per-dollar, nobody on earth touches them.

Worth knowing

Releases are constant and FOMO-driven — this week's grail is next week's old news; resale is weak given the volume of editions; QC is good but not Monta-tier.

The watches

2

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