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.

Mechanical (hand-wind) Movement:

[available in the Aviator model]

This movement is driven by the powerful main spring. but there is no balance weight winding the spring like with the automatic movement. The stored energy of the spring is slowly released while the gears turn and progress the time. This was the first type of watch movement developed in Switzerland before the invention of modern mechanics or robotics; meticulously assembled by skilled watchmakers in an area of Switzerland known as the Watch Valley - outside of Bern, Geneva and Zurich.

The mechanical movement was used in luxury timepieces and pocket watches dating back to 1704; one feature of the mechanical movement is they require winding every 36+/- hours to re-tighten the main spring and maintain an accurate time. Many wearers of mechanical watches get in the habit of winding them every day, to maintain a constant tension to the spring and avoid reset the time.

But be careful though, DON'T OVERWIND! How can you tell? You'll feel the spring/winding get tight / tough / sticky; then for heavens sakes, stop winding! Otherwise the spring will break and that can be costly.

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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.™