Driven by a collector?s passion for detail and design, an accessible and honest pricing strategy and a talent for social media, Farer is launching its debut series of chronographs after just three years. What?s the catch"
By Chris Hall

Paul Sweetenham is a busy man. The former retail executive (he spent 18 years at TK Maxx, working his way up to European president) is in the process of launching not one but three ranges of chronograph, starting last September with an ETA 2894-based automatic and continuing throughout 2019.
Paul Sweetenham
Farer, the brand that he co-founded in 2015, has gone from a simple set of quartz time-onlys and GMTs to offering automatics, mechanical GMTs, a supercompressor-styled 300m dive watch and, launched in spring 2018, a range of 37mm hand-wound cushion-cased watches. ?We?re going to be up to 31 references by the middle of 2019,? says Sweetenham, ?of which only six are quartz.? It had initially been planned to phase out the quartz watches as the brand matured, but Sweetenham says he realised the role they had to play as a ?feeder? model (not to mention, one suspects, good business). Last October, revisions of the Frobisher and Stark, both key quartz pieces, were released and this February sees the debut of two quartz chronographs, the Ainsdale and the Pendine.
Ah yes, those names. One of Farer?s hallmarks has been to christen all of its models after historical explorers or pioneers. The new chronos will all be named for pre-war British l...