The new brand launches the Heritage collection of very affordable timepieces inspired by the co-founder’s grandfather with a decidedly retro chic look.

Luxury brands typically rely on a narrative to sell their products. After all, it might be difficult for consumers to part with thousands of dollars for a timepiece without being sold on some idea that they can relate to.

Centuries of Swiss watchmaking heritage is a common refrain, or the watch might have some components of nature built into it, or the case might even be forged from metal from the Titanic. (Not sure if that one has actually happened yet, but I wouldn’t be surprised if it had.)

At the lower price points of the market, however, the focus on a strong narrative have not been usually very common or even necessary. I say usually because in today’s age of the millennials, a narrative and a cause are growing in importance, irrespective of the cost of the item.

The good news for start-up American brand Hawthorn Watch Co. is that they do have a nice story to tell. The brand was inspired by co-founder Brian Dunnigan’s grandfather, a watchmaker based out of New Haven. His grandfather actually served during World War Two for the American troops, and then studied watchmaking at the Waltham Watch Company when he returned.

“I can still picture him huddled over his desk in the basement with a loupe in his eye, working with the greatest precision and purpose I had ever seen.” Brian Dunnigan, co-founder of Hawthorn Watch Co.

Making watchmaking a family business, the new brand was established by Brian in partnership with his college friend Jeremy Crossgrove. Jeremy is also the lead designer for the brand. It took the team 15 months to design and engineer their first watches, the Heritage and the Heritage classic. The collection consists of 4 different colourways, making 8 watches in total.

The watch design evokes the era when Brian’s grandfather started his watchmaking craft, back in the 1950s. The white and black dials are clean and legible, helped by a domed sapphire crystal that evokes that vintage feel.

I’m also a big fan of their very sleek cases. They would wear well even as a dress watch, being less than 7mm in thickness, and are made of surgical grade 316L stainless steel. That means you will get a durable watch that should be able to stand the test of time, which only makes sense given the idea behind the brand is heritage.

The watches are expected to retail for around $299, but for now they can be had at a cut price of only half that on Kickstarter. Considering that you get a sleek looking watch with a Swiss quartz movement and a sapphire crystal for that price, it looks to be a great deal to start your week in watchmaking.