Our Story
Seals Watch Company, Established 2014, In El Dorado Hills, California
Seals Watch Company is an independent American watch brand established in 2014 and based in El Dorado Hills, California. We specialize in modern, purpose-built watches and watch straps, designed in-house with a focus on durability, clarity, and long-term wearability. Our work centers on thoughtful proportions, clean legibility, and details that reward daily use.
Who We Are
The brand began the way many real designs begin, with a pen, a drink, and a blank surface. One night at a pub, a handful of napkins turned into sketches that unexpectedly bridged two worlds, armored forms and wristwatch geometry. The turret and hull translated into bezel and case, while the glacis plate and tracks became lugs and the structure between them. Something clicked, a direction that needed to be explored.
What We Make
Seals Watch Company develops mechanical tool watches and purpose-built straps for everyday wear. Over time, we have expanded beyond watches to include elastic parachute-style straps and leather watch bands that pair naturally with modern sport watches and field watches. Each product is designed to feel intentional on the wrist, fit comfortably, and hold up to real use.
Design Philosophy
Listening to collectors and enthusiasts helped shape our approach early on. We believe the best watches balance robustness with elegance and wearability. That means strong presence on the wrist without feeling oversized, and proportions that work in real life, not just in photos.
For example, our Model A was designed at 41mm wide and 12.2mm tall, able to slide under a cuff while still holding its own in the open. Future collections such as Model B and Model C continue that pursuit of bold, well-fitting proportions and legible, durable design.
Quality
Quality is not a single feature, it is the result of decisions repeated at every stage. Seals Watch Company designs each product with durability and longevity in focus, then holds production to clear expectations so customers receive what was promised. We refine designs through use, feedback, and time, and we treat every release as an extension of what came before.
The Land // Sea project represents the next step in that progression, carrying forward our focus on clarity, durability, and long-term wearability.
Limited Edition
Seals Watch Company has always been built around the idea that your watch should feel personal. Many of our releases are produced in limited quantities and sold internationally, which keeps the experience more intimate and prevents the feeling of wearing the same watch as everyone else.
Owners are part of a small community of collectors and enthusiasts, and we aim to keep the relationship direct and human. If you wear a Seals watch or strap, you should feel connected to the people and the intent behind it.
Shipping And Support
We ship from the United States and focus on clear, reliable fulfillment. Whether you are buying a watch or a strap, the goal is simple, deliver something that looks better in person, wears comfortably, and holds up over time.
Explore Seals Watch Company
Have a look at what we make, start here: