Culem

Overview

CuleM Watches is a British brand producing Swiss-made automatic GMT watches with designs inspired by global cities and travel themes. Founded by Matthew Cule, it targets consumers interested in meaningful, world-oriented timepieces using ETA movements in 40mm cases. The brand emphasizes sustainability and ethical practices in the luxury watch market.

History

CuleM Watches was founded in 2017 by British entrepreneur Matthew Cule, with design and prototyping in 2018. The first World GMT collection launched successfully on Kickstarter in May 2019, raising €75,000. The brand has since expanded with collections like Skyline GMT featuring London and New York skylines on sunray dials.

Product Lines

Manufacturing

Watches are Swiss-made, assembled in Switzerland with top-grade ETA 2893-2 automatic GMT movements. Cases are 40mm stainless steel or black PVD with transparent case backs. Production is outsourced to Swiss facilities.

Notable Products

• Skyline GMT London - 40mm GMT with London skyline on silver or black sunray dial, ETA 2893-2 movement.
• Skyline GMT New York - 40mm GMT featuring New York City skyline on sunray dial, steel or PVD case.
• World GMT - Original collection with global travel motifs, Swiss ETA GMT automatic movement.

Reputation

CuleM is viewed as a fresh indie brand among enthusiasts for its creative city-inspired designs and solid Swiss specs at accessible prices. Professionals note its sustainability focus and Kickstarter success as positives, though it lacks the heritage of established makers. Some criticism exists for relying on standard ETA movements without unique calibers.