There are plenty of watch brands that take themselves incredibly seriously. Then there's The Donut Watch Company, a brand that seems determined to prove that mechanical watchmaking doesn't always need to involve heritage speeches, complicated terminology and prices that make your bank account wince.
Having already caught our attention earlier this year with the rather unusual Glazed, The Donut Watch Company is back with something considerably more seasonal. Meet the Jack O' Lantern, a Halloween inspired automatic watch that combines a striking translucent orange dial, some rather impressive lume and a healthy dose of the brand's increasingly familiar sense of humour.
But there's something else interesting about this release. Rather than launching an entire catalogue of watches, The Donut Watch Company appears to be taking a more unconventional approach, introducing individual designs through limited availability drops.
And with the Jack O' Lantern already sold out, it's a strategy that certainly seems to be attracting attention.
A Little MING DNA, A Lot Of Personality
If The Donut Watch Company sounds familiar, that's because we covered its arrival back in September, when the mysterious Glazed first appeared.
The brand has close connections to independent watchmaker MING, with several members of the team involved in its creation. However, despite the obvious design similarities, Donut isn't intended to be simply a cheaper version of MING.
Instead, it's an opportunity to explore a more playful side of watchmaking, creating mechanical watches that appeal to established enthusiasts while also attracting people who might otherwise find the watch industry a little intimidating.
And that approach extends well beyond the watches themselves.
There's the unusual doughnut shaped packaging, the entertaining product descriptions and, of course, Snowball, a small bird mascot who appears to hold a surprisingly senior position within the company.
Quite what qualifications Snowball possesses remains unclear, but we're fairly certain he's more entertaining than most watch brand executives.
The original Glazed was never intended for public sale, with a small number of examples distributed to introduce the brand. The subsequent Jelly Donut and Jack O' Lantern releases have taken that initial concept and turned it into something collectors can actually buy. Assuming they're quick enough, of course.
The Jack O' Lantern: Halloween On Your Wrist
The Jack O' Lantern takes the familiar 35mm stainless steel case and gives it a distinctly Halloween inspired makeover.
The standout feature is undoubtedly the translucent orange dial, which allows you to see through to the mechanical components underneath. It's an unusual effect, particularly at this price point, and one that gives the watch considerably more visual interest than a conventional solid dial.
The design retains the distinctive handset and unconventional running indicator positioned near five o'clock. Rather than using a traditional seconds hand, the watch features a rotating display that provides a visual indication that the automatic movement is running.
It's a small detail, but exactly the sort of thing that makes these watches interesting.
Then there's the lume.
Switch off the lights and the Jack O' Lantern reveals a striking blue glow across its hands and dial markings. The contrast between the vivid orange dial during the day and the cool blue illumination at night is particularly effective.
Completing the Halloween theme is a black and orange NATO style strap, while the watch arrives inside an orange plush doughnut travel case, accompanied by a suitably seasonal version of Snowball.
It's completely unnecessary, slightly ridiculous and rather brilliant.
The Donut Watch Co.+1
Jack O' Lantern Specifications
Case Diameter: 35mm
Case Material: Stainless steel
Movement: Japanese automatic
Dial: Translucent orange
Functions: Hours, minutes and rotating running indicator
Luminescence: Blue glowing hands and dial markings
Water Resistance: 50 metres
Strap: Black and orange NATO style strap
Lug Configuration: Fixed bars
Packaging: Orange plush doughnut travel case with Snowball mascot
Price: Approximately £500, based on the US retail price of $649
Availability: Sold out on the official website
The Jack O' Lantern was scheduled to ship during the first week of November 2026, making it a particularly timely release for Halloween collectors.
How Does The Donut Watch Company Release Its Watches?
Perhaps the most interesting aspect of The Donut Watch Company isn't actually the watches themselves, but how the brand is choosing to release them.
Unlike traditional manufacturers that launch an entire collection with multiple colour options available throughout the year, Donut is currently operating through individual releases, with each new watch receiving its own moment in the spotlight.
The original Glazed was effectively a promotional introduction to the company, with examples distributed to selected collectors and members of the watch community rather than offered for general sale.
Then came the Jelly Donut, a pink dialled automatic that made its public debut at the New York Windup Watch Fair in October 2026. Availability was deliberately restricted, with 50 examples allocated per day during the event and a further small batch released online shortly afterwards.
The Jack O' Lantern followed with its own dedicated launch, bringing a Halloween theme to the same underlying watch design. At $649, approximately £500 before any applicable UK import charges, it was priced identically to the Jelly Donut and has subsequently sold out.
The company's website now encourages visitors to register for announcements about the next release rather than browse an extensive collection of available models.
However, there's an important distinction between limited availability and a formally numbered limited edition. While the Jelly Donut was released in small batches and the Jack O' Lantern has sold out, the company hasn't publicly confirmed a specific production limit for the Halloween model or explicitly stated that it will never return.
For now, the approach looks much more like a series of carefully timed individual releases than a conventional permanent catalogue.
Is A Full Donut Watch Collection Coming?
The good news for anyone who missed out on the Jack O' Lantern is that The Donut Watch Company has considerably bigger ambitions than producing a handful of colourful watches.
The first four designs were created by MING founder Ming Thein, including the original Glazed. But the company's plans extend beyond these initial models.
Creative responsibility is already beginning to shift towards designer Sitarah Lakhani, with a new generation of watches planned for 2027. These are expected to introduce a more distinctive design identity, including an updated logo, as Donut continues to establish itself independently of MING.
There's also an ambition to bring additional creative talent into the company, potentially opening the door to collaborations and designs that move beyond the familiar 35mm case.
That suggests Donut isn't simply planning to keep releasing different coloured versions of the same watch indefinitely.
What remains unclear is whether future collections will become permanently available or whether the brand will continue using individual launches and limited production batches.
Given the success of its early releases, we wouldn't be surprised to see the latter approach continue for a while longer. After all, creating a little anticipation around the next doughnut seems to be working rather well.
Winding Things Up
The Donut Watch Company is quickly becoming one of the more entertaining newcomers in affordable mechanical watchmaking.
The Jack O' Lantern might be a seasonal variation of an existing design rather than an entirely new watch, but that doesn't make it any less appealing. The translucent orange dial, impressive blue lume and wonderfully ridiculous packaging all contribute to a watch that doesn't take itself too seriously.
And that's precisely the point.
What makes Donut particularly interesting is the combination of genuine watchmaking expertise and a willingness to have some fun. The MING connections give the company considerable credibility, while its unusual branding and playful designs help it stand apart from the increasingly crowded microbrand market.
The individual release strategy adds another dimension, creating excitement around each new watch without requiring the company to launch a sprawling collection straight out of the gate.
Of course, whether this approach remains sustainable as Donut grows is another question entirely. The planned 2027 designs should give us a much clearer picture of where the brand is heading.
For now, though, the Jack O' Lantern has come and gone, and we're already wondering what the company has cooking next.
One thing's certain. With Donut, there's always room for another.
