Introducing: The Ellum
The attitude of the 1960s was bold, rebellious, and innovative. With the introduction of television and an increase in disposable income, it was a decade of consumerism that birthed an iconic advertising industry.
People were looking for new and creative designs, and brands were looking for effective ways to attract customers. The watch industry followed suit, with a focus on creating slim, modern watches that required ultra-thin movements. This slim watch trend hit the market in the '60s partly as a result of the growing popularity of quartz movements, as they were much thinner than automatic movements and were extremely accurate.
Back then, a timepiece was not only a symbol of status but also a representation of one's personal style. The '60s created a new approach to style and fashion. Men began to gravitate towards vibrant colors and bold prints as they embraced fashion with enthusiasm and a new appreciation. With many of these mid-century modern trends making a comeback in both fashion and watches, it's this style and attitude that served as the primary source of inspiration for the Ellum.
"We wanted to take a watch that was at its peak of popularity in the mid-1900s, and add our interpretation to complement the fashion trends that are popular today," said Peter Cho, Jack Mason Creative Director.
Appropriately named after the historic Deep Ellum district of Dallas, home to our brand headquarters, the Ellum is a new approach to an old school style watch. By adding modern features and color combinations, we took this vintage-inspired timepiece from retro to relevant.
With carefully considered, refined details and elegant case lines incorporating design motifs reminiscent of dress watches from the '60s, our designers created a timepiece that is striking from any angle. The sapphire crystal, fixed on top of applied indices that curve with the dial, has a vintage domed shape flows with the sleek case design. The Ellum is perfect for the guy who wants his watch to feel like it's a part of him.
- Case Width: 40mm
- Case Thickness: 9.7mm
- Lug Width: 20mm
- 100 ATM
- 20mm Italian Leather Strap
- 316L Stainless Steel
- Movement: Miyota 1L45 Caliber