Split Watches - A Newcomer With A Bit More Heart
In a horological world where brands wax lyrical about heritage, legacy, and that one founder who once shook hands with some obscure regulator in Le Locle, along comes Split Watches, a newcomer with a bit more heart than hubris.
Credit - Split Watches
Who Are They, and Where Are They Based?
Split Watches is a UK-based premium watch brand, operating from London’s Berkeley Square. They deal in British sterling, and while they ship internationally, their roots are very much in the UK.
But they’re not just another London boutique stamping their name on a Swiss movement. The brain behind the brand is Edward “Ed” Margulies, a third-generation watchmaker and industry veteran who, after years working in the luxury-watch machinery (think distributing Hublot, Audemars Piguet and co.), decided to found something very different. He’s joined by business partner Dara Amjadi and a team of creatives to bring Split to life.
How Did They Come About?
The origin story is more emotional than mechanical. Ed had a long tenure in the luxury watch business, but he also carried baggage, and has spoken publicly about how childhood trauma and mental health challenges shaped him. He concluded (bravely, one might say) that the watch industry could use a little less polished ego and a little more vulnerability.
He wanted a brand that could spark real conversations, that could wear not just time but meaning. So Split was born, not as a gimmick, but as a proposition: wear a watch that comes with a statement, not just a status.
The branding and design reflect this ethos. Creative partners leaned into fractured imagery, blurred lines and imperfect visuals to echo the reality of life: it’s not glossy and flawless, it’s messy, complicated, and human.
Perhaps the boldest symbolic deviation: whereas most watch brands set their marketing images to 10:10 (the “smiley face” hands), Split sets theirs at 7:20. They call this the “Braveface.” It’s a reminder that we don’t always need to hide sadness behind a forced grin; sometimes vulnerability itself is the strength.
Another core commitment: for every watch sold, Split donates one hour of therapy via its partnership with a leading UK mental health charity Anna Freud. That means the watch isn’t just a timepiece, it’s also a small act of solidarity.
Credit - Split Watches
Current Model Line-Up
At present, their main offering is the MC series, a line of bi-compax automatic chronographs housed in a material they call Ceramod+, a proprietary blend of ceramics and polymers designed to be scratch-resistant, light, and comfortable.
Key features of the MC series include:
A Seiko NE86A automatic movement, known for its reliability and distinctive bi-compax layout.
Ceramod+ cases that feel lighter and softer than steel but still tough enough for daily wear.
Integrated FKM rubber straps, durable and resistant to sweat and heat, built for comfort.
A touch of personalisation: buyers can have a short personal message hand-painted on the underside of the strap by a London calligrapher.
The current collection consists of four colourways:
MC-1 (beige / cream tones)
MC-2 (black)
MC-3 (blue)
MC-4 (olive/khaki green)
Each reference is limited to 250 pieces and priced at around £1,800. Some models sell out quickly, with others marked “restocking soon.”
Looking forward, Split has teased a GMT model in development, with designs inspired by classic album covers, as well as potential entry-level watches at a more accessible price point. Occasional limited collaborations and editions tied to specific causes are also hinted at.
Why It’s Worth a Look (and a Chuckle)
Purpose with product: A watch brand that genuinely puts mental health at its core.
Innovative material: Ceramod+ is a step away from the usual suspects of steel and titanium.
Symbolic design: The 7:20 Braveface, fractured visuals, and bold name “Split” all reinforce the message.
Boutique feel: Limited runs make each piece feel special, not mass-produced.
Conversation starter: These aren’t just watches, they’re ice-breakers with meaning.
A Few Caveats (Because We’re British and Have To Mention Them)
Limited production means you may need patience if the one you want is out of stock.
At £1,800, this is a considered purchase, you’re paying for concept and cause as much as mechanics.
Being a young brand, long-term service and collector value are still untested.
Final Thought
Split Watches doesn’t try to dazzle you with centuries of history or pompous claims. Instead, it wears its heart on its dial. It’s about openness, honesty, and the bravery to admit that life is not always set at 10:10.
If you want a watch that not only tells the time but also tells a story, one that’s human, vulnerable, and quietly radical, Split might just be the brand you’ve been waiting for.
