ENDATTO Watches, Affordable-Luxury

Endatto is an affordable-luxury, Swiss-made watch brand based out of Phoenix, Arizona. Endatto strives to design watches with character, versatility, and multi-generational appeal. Uniquely designed dials differentiate Endatto’s first two collections from the industry at large, which is down to a steadfast focus on color and texture. Endatto works tirelessly to provide enduring quality, as evidenced through the deployment of the ever reliable ETA 2824-2 automatic movement in each of the first three watches produced.

Endatto is a portmanteau, composed of a few Italian words and a Latin word. Together, these words and their meanings strike at the heart of Endatto’s motivation and goals.

Atto: Italian; act, action, feat.

Esatto: Italian; exact, accurate, true, right, correct, strict

Innato: Italian; inborn, natural, inherent, native

Indoles: Latin; character, younger generation, genius, talent, native quality. Translated from the English for “caliber” (caliber is another term for the movement of the watch)

Atto represents the company’s mindset. Esatto serves as an ode to what one seeks in a watch, and without which a watch is fairly useless. Innato drives at the founder’s love of watches from an early age and his lifelong entrepreneurial spirit. Indoles is a nod to what Endatto hopes to build. A company with character producing watches with character, to be appreciated by any generation while helping to initiate a new generation of watch lovers.

All of this was in mind when Endatto began designing their premier and second collections. Taking inspiration from the natural beauty of the landscape in the American Southwest, each Endatto timepiece released in 2020 was thoroughly thought out. The C1V1 takes its vibrant green color from the Saguaro cactus, native to the Sonoran Desert, while the dial’s laser-etched grooves are meant to evoke darting cactus spines.

The radiant red of the C1V2 was inspired by the red rock formations found throughout the Southwest. It’s dial is textured with sunray brushing and is bisected by laser-etched grooves that cover the lower half, mimicking the sun rising over the horizon.

Finally, the C2V1 features a stunning sunray brushed, blue fumé dial, resembling the Southwest’s perpetually blue sky in the center while fading to the pitch black desert night sky around its perimeter.

All three watches feature a 39mm, 316L stainless steel case. As mentioned, the watches are powered by the ETA 2824-2 automatic movement, which has been engraved with the Côtes de Genève motif and is visible through the exhibition caseback. The 2824-2 features 25 jewels, provides a 38 hour power reserve, 28,800 VpH frequency, and displays the hours, minutes, seconds, and date. To learn more about Endatto and take a look at all the details, visit endatto.com or find them on Instagram, Facebook, LinkedIn, or Pinterest.