Stuhrling Original

Active

Overview

Stührling Original is a watch brand headquartered in Brooklyn, New York, producing wristwatches inspired by Swiss design traditions and targeted at internet consumers seeking affordable luxury alternatives. The company manufactures watches, clocks, and related parts, with products sold in over 100 countries and annual revenue around $54 million. It maintains satellite offices in Hong Kong and Switzerland.¹²³

History

Stührling Original was founded around 1999-2002 in the United States, with Chaim Fischer serving as Chairman and CEO, and Henry Jay Fischer listed as a significant controller. The brand established headquarters at 449 20th Street in Brooklyn, NY, and expanded with satellite offices in Hong Kong and Switzerland. It developed a global presence selling wristwatches in over 100 countries, focusing on direct-to-consumer sales of Swiss-inspired designs.¹²³⁵

Product Lines

Product Line	Positioning	Price Range
Aviator Collection (pilot-style watches)	Affordable aviation-inspired timepieces	$150 - $800
Legacy Collection (classic dress watches)	Timeless elegant designs	$200 - $1,000
Oceaneer Collection (dive watches)	Water-resistant sport models	$150 - $700
Automatic Movement Line (self-winding watches)	Precision mechanical watches	$300 - $1,800

Manufacturing

Products are manufactured overseas, likely in Asia given the Hong Kong satellite office, rather than in the Brooklyn headquarters which serves administrative functions. The company designs watches inspired by Swiss artistry but produces them to offer value pricing. No evidence of in-house manufacturing.³⁴

Notable Products

Aviator Automatic - Pilot watch with automatic movement and chronograph features.
Oceaneer Chronograph - Diving chronograph with high water resistance and luminous markers.
Legacy Apollo - Dress watch with exhibition caseback and Swiss-inspired finishing.
Setembro - Bold automatic model with skeleton dial elements.

Reputation

Stührling Original is viewed by watch enthusiasts as a budget-friendly option mimicking higher-end Swiss aesthetics, appealing to entry-level buyers but often criticized for using quartz or basic automatic movements from Asia rather than genuine Swiss components. Professionals note its direct-to-consumer model provides good value for styled watches under $1,000, though durability and resale value lag behind established brands. The Brooklyn HQ is sometimes seen as marketing rather than indicative of production quality.⁴

Sources (6)