The Dial

Here is where Laventure Sous-marine really adds character. There are three dial colors available in each of the case-material options. The first model featured three “fade options” — green, blue, and brown. For this sportier model, a solid black dial replaces the brown fade option. This makes sense, as the brown was the slowest moving of the original three. It was, in fact, the only one that didn’t sell out during the initial Kickstarter campaign.

Unsurprisingly, the quickest seller this time ’round was the green fade in the bronze case. It’s possible this model benefited from its strong presence on the Laventure Instagram feed. It is a pleasing combination, largely thanks to the way in which the green oxidization marries so well with the dial. I was fortunate enough to secure a loan of the very piece used in the press pack, and I can confirm it looks every bit the missing component of the Antikythera mechanism on the wrist it so perfectly imitates in staged shots.

Although I wouldn’t change my choice of dial, I must admit that the blue-dialed steel case I also received as a loaner was absolutely beautiful. For some reason, I’ve avoided adding a blue dial to my collection, thus far. I will, however, be picking up this variant when Laventure release their next model in the coming months.

Laventure Sous-Marine strap

The Laventure Sous-Marine comes fitted on one of three straps. You’re able to choose among a dark or light brown, vegetable-tanned calf leather, or a black rubber strap. The leather straps are available in three sizes, clearly outlined on the website. The rubber strap comes in one size, but with cuttable segments on the 12 o’clock side. Offering multiple straps or bracelets with each purchase is a smart way for microbrands to broaden their appeal because it enables DIY customization.

The proprietary lug system means that these watches only take in-house straps. Although this may frustrate customers who like to flip their micros from NATO to NATO, it is actually an astute branding decision, ensuring the watch remains on-concept in the long-term. When building a brand from scratch, these considerations made by designers are always worth considering.

Gaud was kind enough to send me a couple of rubber straps with the loan pieces. I went ahead and tested the rubber strap when cut to all three lengths. Interestingly, the step down from large to medium to small doesn’t just reposition the buckle on the underside of the wrist, it also lands you halfway between notches. This is a useful quirk, as I often find myself between holes. As with all cuttable rubber straps, I would advise wearing the watch for at least a couple of weeks at the largest possible size for your wrist before going ahead and taking a knife to it.

Presentation

It is important for microbrands to leverage every possible angle where they see the potential for improvement. On that note, the packaging itself is very creative. Styled on the adventure novels of Jules Verne, the nicely decorated box strikes a decent balance between cost-effectiveness and the kind of whimsy fans of new brands trying to separate themselves from the pack often appreciate.

Creating a Desirable Product

Here, Gaud displays an awareness of the cost vs. quality vs. value equation. This gives me immense hope for the brand’s future. There are three key things you need when starting a brand: You need a product, you need it to work, and you need it to sell. A designer will give you a product, a watchmaker will ensure it works, and a salesperson will make it impossible to ignore.

It seems that every microbrand founded in the last five years starts off with the same mission statement: to make the best watch ever, at the best price ever. Short of following Bugatti’s “sell for a loss” sales model, pitching the Veyron as a marketing tool rather than a money-spinner, you have to know where to make concessions.

Choosing a cheap imitation of what you really want will disappoint you and your customers. It is better to use top-level components and price the end product accordingly. Short-cuts show. The damage done to a reputation once the product finds its way into knowing hands can be extensive. Laventure has chosen to follow their quality-first brief to the end. As a result, they are asking their supporters to show with their wallets that they believe in the same ideals.

The Competition and Final Thoughts

It is a competitive marketplace. Establishing a new brand that offers nothing in the way of technological distinction is an intimidating task, at best, and borderline madness, at worst.

The inaugural model, the Laventure Marine retailed for $2,224. The follow-up, the Laventure Sous-Marine has a price tag of $2,742. Both prices are without taxes. In spite of that and the fact that these are tech-lite watches from a new brand, there isn’t a slither of doubt in my mind that both purchases were worth every cent.

The press shots do not do the watch justice. To truly understand this point, you need this watch on your wrist. It certainly looks and feels every bit the luxury watch, and is far more satisfying to study on a daily basis than many of the higher-priced watches in my collection. Luckily, for those of you heading to Baselworld this year, you will be able to meet the Laventure team in person. Head over to ‘The Watch Incubator,” which is located at stand M19, on the mezzanine in Hall 1.0 South. Enjoy! And you can also learn more over at laventure.swiss.

Necessary Data
>Brand: Laventure
>Model: Sous-Marine bronze/black
>Price: $2,742 not including taxes
>Size: 41mm
>Would reviewer personally wear it: Yes, I do.
>Friend we’d recommend it to first: A microbrand nut, who places build quality over bargain-basement pricing.
>Best characteristic of watch: The case machining.
>Worst characteristic of watch: The steel buckle makes practical sense, but it jars visually and I’d prefer it in bronze.