It can be hard for newer brands to differentiate themselves from the competition. To stand out from the crowded crowdfunded market takes something special. Some brands try to grab your attention with crazy colors, a mad case shape, or a complication or material experiment nobody asked for and (perhaps) nobody needs. But some brands commit themselves to just doing things better than their peers. And while subjectivity will always create disagreements among fans of watchmaking, certain practices do have an objective benefit to the customer. Monta is one such brand, and with its newest model, the Monta Atlas GMT watch, many of these small but worthwhile improvements to the customer experience are on show.
The importance of external finishing to a wearer’s enjoyment of a piece cannot be overstated. Glossy renders of unrealistically sharp transitions from brushed to polished surfaces abound on the Internet, but getting those things right in real life takes time and skill — and, in truth, a lot of investment.
Monta has invested in not just its case finishing, but also the finish of its exceptional three-link bracelet. Every single solid link has a brushed finish set against clean, polished beveled edges. The effect is one of extreme grace and effortless refinement. The strap looks and feels robust but wears elegantly, thanks to the bevel taking it into the wrist.
This attention to detail continues with the case finishing. The Monta Atlas GMT has a 38.5mm housing (which is the same width as the Monta Triumph, previously reviewed on aBlogtoWatch). Most notable about the cases from Monta is the polished bevel on the inner edge of each lug. Imbuing the lugs with a more sculptural form that can be appreciated from multiple angles is no easy task, but it is a challenge the brand has undertaken in its effort to distinguish itself from the other brands at its price point.
With a history of sourcing high quality components (Monta watches are Swiss-made in that each watch is assembled and inspected in Switzerland and contains a Swiss movement), creating solutions to problems rather than avoiding them (the rotating bezel featured on the Oceanking and Skyquest is a product of several patents, for example), and a high standard of finishing, Monta hopes to be seen as more than a simple microbrand. The company has much larger ambitions and believes the total package offered to consumers outstrips the value of those around it. The newly released Monta Atlas GMT watch retails for $1,795 on the bracelet, $1,575 on the leather straps, and $1,565 for the rubber straps. Pre-orders are currently being fulfilled with subsequent orders delivered before October 25th, 2019. To learn more, please visit montawatch.com.
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