Xetum is a new watch brand based in San Francisco, California with watches that are assembled in Switzerland. Arriving with two initial models, Xetum timepieces are modern in style with a designer twist. Brand emphasis is on simplicity without lacking in emotional substance. Xetum describes the aesthetic as "accessible modern design." Xetum is also about traditional watch making. It was important to founder Jeff Kuo that his watches feature quality Swiss movements in a package that was recognizable to watch lovers but unique at the same time. Xetum is also mindful of the environment, and from the start has inserted a number of ecologically friend policies and practices into the company as well as the watches.
I sat with Xetum's founder before the brand was launched to discuss the brand vision and prototypes. The watches are generously sized and invigorating in character, while being inviting in style. Jeff Kuo ensured that no detail was overlooked while the designs enjoyed continuous refinement. With the watches now available I can fully appreciate the quality of the models.
The entry level model is the Xetum Stinson, which is in steel and 40mm wide and 11mm thick. The case is designed without lugs to have the strap secure directly to the case for a more seamless look. It has an AR coated sapphire crystal over the dial with a choice of three dial colors (white, black or gray). The case is finished with a brushed polish while vertical strips are done in a mirror polish. The screw-down hexagonal crown is shaped like the brand's green hexagon logo. On the rear of the watch you can find a mineral glass display back looking into the Swiss ETA 2824-2 automatic movement. The dial is easy to read with ample sized hands and Arabic numerals while the major hour markers and hands are coated in SuperLumiNova.
Both watches have naturally tanned leather straps that have an eco-friendly Italian cork lining. The clasp is a push-button butterfly deployment that is signed with the Xetum logo.
The higher-end Xetum model is the Tyndall - another reference to a Bay Area locale - and features a Swiss ETA 2895-2 movement with an elaboree level of decoration. The Tyndall is also in steel and 40mm wide and a sapphire crystal. A complete hour scale up to 24 hours is located on the dial, which also features a subsidiary seconds dial for a more classic look. I enjoy the symmetrical design of the dial as well. The Tyndall is available with a black or off-white dial, both with SuperLumiNova on the hands and major hour indicators. Price for the Tyndall watch is $1,395. Available direct from Xetum.
By Ariel Adams