Design your watch:


SwissPL, Time for YOUR Story.

Swiss private label handcrafted timepieces commemorate YOUR journey.

Shop designs starting from $945. Full Customization starts from $1,250. Minimum order 1. Swiss components, American craftsmanship.

Welcome to SwissPL - custom watches handcrafted in USA.

We have been active in the watch industry for over 15 years, manufacturing precision Swiss diver and pilot watches. Since 2010 we have been specializing in producing individually handcrafted timepieces for highly demanding professionals in the military and law enforcement. Designing personal watches with projects ranging from customizing our existing watch models to developing and prototyping a one-off bespoke watch case.


Producing commemorative timepieces for retiring Commanding Officers and Squadron deployment edition watches. Some of the groups we’ve catered to are: VFA-143, VFA-101, VP-4, HSM-73, VFA-105, VFC-111, VFA-102, VAW-124, HSM-77; 1-501st, 3-501st;  U.S. Air Force; Special Forces, various SEAL members; including all the individually one-off created watches. We've made some crazy projects over the years.


Custom timepiece handcrafted in America; each watch we make is tailored to its owner. Create your idea; design your personalized watch, with the graphics and symbolism that means the most to you. The various squadrons or units you served with; your tours & deployments; the plane or helicopter you flew; your final flight hours; your pilot wings, your callsign, your winging-date, your favorite tail-number; or any other milestone that was most important to you along your journey. Of the millions of watches that are available in the world, this one is made just for you.


Choose from one of our watch models to personalize with your unique design [the CLASSIC, the AVIATOR, the TACTICAL]; featuring custom dial printing and tailored caseback engraving, and now offering bracelet engraving. Working with our designer, you will be guided smoothly through our customization process.


Start your design today, call 1-800-774-4980 and speak with us about your design ideas.

Shop existing designs starting from $945 [visit store] - or - Full Customization starting from $1,250. The minimum order is 1.

SwissPL offers the opportunity to own a Swiss timepiece which is truly unique in the vast sea of watches; a timepiece that is personalized to you, one that embodies your memories and the accomplishments, a wristwatch that celebrates the milestones of your life.


Each handcrafted SwissPL watch is customized in-house and is powered by a choice of high-grade Swiss movement [ETA 2824-2 automatic; Unitas 6498/6497 hand-wind; Ronda quartz-analog].


There are three basic watch case styles to choose from and each style comes in stainless steel or pvd (black coated) steel finish. The Classic watch, the Aviator watch, and the Tactical watch.



Our watches are constructed of high-grade components found in many luxury Swiss watch brands such as sapphire crystal glass; surgical-grade 316-L stainless steel case; stainless steel Oyster bracelet with screws; solid end-pieces; screw-in crown with gasket; screw-down caseback with gasket; Super-Luminova on dials and hands; 120-click bezel; depth rating 300m.


The Aviator model offers a beautiful exhibition window in the caseback to display the stunning Swiss Unitas hand-wind movement. Our Classic watch model is depth-rated for 300 meters [which is 1000 feet; deeper than humans can dive. The Tactical model is a 44-mm combat-gear type timepiece built with rugged engagement in mind and a pronounced dual edge case styling to make the ultimate resounding statement.



US Navy Watches US Marine Corps Watches US Air Force Watches US Army Watches US Coast Guard Watches

How to Start The Process


Start your design today. We charge $245 down payment (which is applied towards the total) to start the customization process where we work hand-in-hand with you to create your personalized watch design; tailored around your story, drafting revisions until we have the exact design you had in mind.


The images shown throughout our website are customization projects and concept designs. If you don't see the design or logo that you're looking for; or you can't find the plane, squadron patch or graphic that you'd like, quickly call or email us.


Send your email to [] with a short description of your idea, or call us toll-free at 800-774-4980.

Customizable Watch Models

A) The CLASSIC watch. Pricing starts at $1250; includes dial print and caseback engraving in our stainless steel case with Swiss quartz movement and black leather strap. Movement upgrade is available to the Swiss ETA 2824-2 automatic movement with 25 jewels; upgrade price is $345. Optional steel bracelet and PVD all-black steel case available.


B) The AVIATOR watch. Pricing starts at $1995; includes dial print in our stainless steel case with Swiss Unitas 6497/6498 movement and exhibition caseback [to proudly display the gorgeous hand-wind movement] and handcrafted leather strap by Rios 1931. Optional PVD all-black case available.


C) The TACTICAL watch.  Pricing starts at $1745; includes dial print and caseback engraving in our stainless steel case with Swiss ETA 2824-2 automatic movement and black rubber strap. Optional leather strap and PVD steel case available.

Customization Process (quick overview)


The down payment of $245 is applied towards your total and will secure your space in our production run schedule; then we begin the tailored design and customization process. The starting prices include design work and visual mockups, individual renderings and revisions, the watch and the customization which includes a 1-color dial print and personalized caseback engraving (engraving available on Classic and Tactical models).


The base price includes the 1st printed color on the dial, additional printed colors are $110 per color. Printing a multi-color logo/design is rather complex as each color requires its own separate art film and printing plates, ink mixing and individual print alignments, multiple test prints and then the final print. The price of your customized timepiece will depend on the complexity and colors of your printed design, as well as the Swiss movement you choose to power your watch. Everything we make is handcrafted in San Diego, California - Tell Your Story.


Production time for a customized watch is on average 9-12 weeks; however if you require it in a shorter time, we offer RUSH service for $249 which makes production time approx. 6-8 weeks (depending on your design) and we offer PRIORITY ONE service if you require your timepiece within 3-6 weeks. Our minimum order is one (1), pricing starts at $1,250.

Start YOUR design; the $245 down-payment is always applied towards your total.

Thank you for your time,






Alldaron Knewitz

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SwissPL is the combination of Swiss components and American craftsmanship, designed to Tell Your Story.


Each custom timepiece is designed and handcrafted in America. Through strategic collaborations with manufacturing partners in Switzerland, Germany, Italy and in the USA, we offer the opportunity to produce a single personalized bespoke wristwatch; designed with you and for you.


Anything you can imagine: your logo, family coat of arms, sports crest, squadron emblem, deployment patch, flight hours, company branding. Make it your watch.


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SwissPL, Time for Your Story.™