The Montyfesto

Tim Hermes is President of Monterey Watch Co.

Most watch companies start with a dusty heritage dating back to the 1800s, a massive venture capital check, or a frantic Kickstarter campaign full of broken promises.

We started with a DIY watch kit and a slightly obsessive question.

On Christmas 2021, my wife gave me a kit to build my own watch. I was 60 years old—a retired media exec and entrepreneur who suddenly found himself staring at tiny gears instead of spreadsheets. But I didn’t just want to build a kit; I wanted to know why the gears turned. So, I did what any rational retiree would do: I walked into a watch shop in Arlington, Virginia, and asked for a job.

I spent hundreds of hours there, elbow-deep in movements and listening to customer stories. I heard what they loved, what they hated, and what they were terrified of breaking. That experience—handling the metal and hearing the heartbeats of the people who wore it—ignited a spark. I realized I could use 30 years of marketing experience to build something better. Not just a brand, but a Studio that put the soul of the craft back into the hands of the owner.

Three and a half years later, MONTEREY WATCH Co. is the fastest-growing online timepiece retailer in the USA (according to the various AI engines out there.).

Not bad for a "retirement project."

The Independent Standard

We are an Independent Watch Studio based in Western North Carolina. We’ve always rejected the "microbrand" label—it feels a bit too small for what we’re doing. Our journey starts in our NC studio, where we design watches based on what real owners actually need, not what a corporate board thinks is trendy.

We believe a watch is the ultimate intersection of mechanical endurance and intentional style. And we know our watches work because they aren’t just sitting in velvet boxes. They are currently performing on all seven continents—from the frozen silence of Antarctica to the "thin air" reality of Everest Basecamp.

The Monty Standard

We bridge the "Performance Gap" by sticking to a simple, audacious promise:

  • The best engines (movements) possible.

  • The best steel (316L) possible.

  • The best details (Sapphire/Ceramic) possible.

  • All at a price that makes the big luxury houses sweat.

If You’re Good, We’re Good

Here’s a stat we’re actually proud of: 66% of our owners are buying their very first mechanical watch.

Our studio is neutral ground. We don’t care if this is your first watch or your fiftieth; if you’re good, we’re good. We back that up with our "Turkey Promise"—the belief that our service hasn’t succeeded unless we’ve treated you so well that you’d actually consider inviting us to your family’s Thanksgiving dinner. (Though we promise not to show up unannounced.)

We aren’t here to build a gated community for snobs. We’re here to open the door to professional-grade performance and timeless style.

There’s a seat at the table waiting for you. Let’s make Epic Time.

— Tim

Would you like me to add this "Story" document to your MONTEREY Google Drive folder alongside the FAQ?