Atelier Holgur is a new independent brand based in Singapore that is the latest in a series of upstart watchmaking outfits offering interesting, low production timepieces at what can only be described as a high end luxury price point. These brands set themselves apart by skipping over the usual entry level segment and competing directly with established brands in the $10,000 range. Havid Nagan and their $8,000 HN00 comes to mind as an obvious comparison point. These are the types of watches that clearly offer some kind of impressive mechanical or craft component, but have the majority of onlookers wondering who is about to send a wire to an unknown brand when there are plenty of reliable, established options to consider. This type of thinking is obviously antithetical to the type of watch community I think all of us want, where creative people with cool ideas have the freedom to find their niche audience. Such is the case with the Atelier Holgur Frømand, a deeply strange diver from an unknown brand with a price tag of CHF 8,850, WIth only 100 available, though, Atelier Holgur seems to be banking on reaching a core audience of enthusiasts with just the right taste to take a flier on something like this. 
What immediately appeals to me about the Frømand is a recognition that it is meant to be a luxury object, with pleasing aesthetics, and not a high priced take on a ?tool watch.? In the brand?s press materials, they discuss how dive watches are no longer the util...