Phoenix Microbrand Watches: Desert Dive & Aviation Heritage
Phoenix, Arizona is home to a small but dedicated group of microbrand watchmakers focused on dive watches and aviation-inspired timepieces. Discover Serket Watch Company's bold limited-edition divers and Mitchell Timepieces' veteran-owned pilot watches with upcycled aircraft materials.
Steven Thompson
Independent Watchmaker · 10 Years Experience
Reviewed by Indie Watches
Editorially reviewed for accuracy
⚡ Key Takeaways
- ✓Case: 40mm stainless steel
- ✓Water resistance: 200m (20 ATM)
- ✓Movement: Automatic (likely Japanese Miyota or NH35)
- ✓Crystal: Sapphire with AR coating
- ✓Bezel: Unidirectional rotating dive bezel
📑 Table of Contents
Phoenix, Arizona has emerged as home to a small but dedicated group of microbrand watchmakers, primarily focused on dive watches and aviation-inspired timepieces. The city's watch scene includes Serket Watch Company—with Colorado origins but Phoenix operations—and Mitchell Timepieces, a veteran-owned maker of pilot watches.
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Serket Watch Company #
| Detail | Info |
|---|---|
| Founded | 2006 |
| Location | Colorado-born, operations in Denver and Phoenix |
| Known for | Limited-edition dive watches with bold designs, diamond-shaped markers |
| Price range | $300–$800 estimated |
Brand History #
Serket Watch Company launched in 2006 with a vision to deliver quality timepieces emphasizing originality and attitude. The brand takes its name from Serket, the Egyptian goddess of the scorpion—a symbol of protection and precision. Originally marketed as Scorpion Watch Company, the brand rebranded to Serket and has operated for nearly two decades producing limited-edition watches.
The company operates as a boutique microbrand, producing 300–2,000 watches annually. They utilize direct-to-consumer sales through their website, avoiding brick-and-mortar retail overhead to keep prices competitive while using premium materials.
Reef Mariana Diver ($400–$600 estimated) #
Named after the Mariana Trench, the deepest point on Earth, this dive watch combines rugged functionality with elegant design.
- Case: 40mm stainless steel
- Water resistance: 200m (20 ATM)
- Movement: Automatic (likely Japanese Miyota or NH35)
- Crystal: Sapphire with AR coating
- Bezel: Unidirectional rotating dive bezel
- Dial: Available in multiple colors including orange dial/green bezel, blue dial/blue bezel
- Lume: Super-LumiNova on markers and hands
Reef X Automatic Diver ($350–$550 estimated) #
The Reef X series offers versatile dive watches suitable for ocean depths or everyday office wear—a "desk diver" aesthetic that looks incredible in and out of water.
- Case: 43mm stainless steel
- Water resistance: 200m
- Movement: Automatic
- Crystal: Sapphire AR coated
- Straps: Stainless steel bracelet + matching silicone rubber strap included
- Limited editions: Many colorways limited to 25 pieces
Available colorways include Mint Green, Navy, Violet Purple, Arctic White, Emerald, Honeycomb, Cotton Candy, and more.
Other Collections #
Blackpool GMT Automatic: GMT complication with vintage black-on-black DLC coating available, 40mm case.
Vanquish: Chronograph series, 40–45mm cases, Forest colorway and others.
Chronographe: Multi-function chronograph models, 45mm.
Why Serket Stands Out #
- Attention to detail: Nearly 20 years of design experience, every surface, element, and component considered
- Build quality: Proper engineering beyond just premium materials
- Customer service: Personal attention, responsive communication
- Value proposition: Limited quantities with best components, Swiss movements, multiple straps included
- Originality: Diamond-shaped markers, bold color combinations, Egyptian scorpion branding
Customer Reception #
Reviews consistently praise exceptional lume performance, build quality rivaling watches costing thousands more, three straps included (leather, rubber, steel), serialized limited editions, fast shipping, and "incredible price" for quality received. Minor complaints include some colorways selling out quickly due to 25-piece limits, and rubber straps that can be tight initially.
Mitchell Timepieces #
| Detail | Info |
|---|---|
| Founded | ~2019–2020 |
| Location | Arizona |
| Founder | Quenton McCallister, USAF veteran |
| Known for | Aviation-inspired watches, military heritage, upcycled aircraft materials |
| Price range | $315–$650 |
Brand History #
Mitchell Timepieces was founded by Quenton McCallister, an ex-USAF veteran with a passion for watches and military aircraft. The brand name honors the B-25 Mitchell bomber and is designed as a tribute to military aviation and the men and women who serve.
McCallister's philosophy: "I didn't start because someone provided me with a business loan or grant—I started designing watches and buying parts until I had a watch that I thought was something unique and desirable." The brand produces extremely limited runs of 10–50 pieces per model, maintaining complete control over production and quality.
Raider ($315–$399) #
Launched via Kickstarter in early 2020, the Raider pays homage to the Doolittle Raid on Tokyo (April 18, 1942) and WWII aviators.
- Case: 42mm stainless steel, brushed finish
- Lug-to-lug: 48mm
- Thickness: Just over 14mm
- Movement: Miyota 9039 automatic (some models), ETA 2824 available
- Crystal: Double-domed sapphire with AR coating
- Water resistance: 100m (screw-down crown)
- Dial: White or black, full lume dial option, heavy Arabic numerals
- Hands: Polished poire squelette (skeleton leaf)
- Strap: 22mm canvas backed with Horween leather, quick-release pins
- Caseback: Engraved B-25 Mitchell bomber on compass
Design touches include a rounded, dramatically fluted bezel reminiscent of Elgin A-11/A-13 WWII pilot watches, a large coin-edged signed crown, a single star above the brand name honoring General Doolittle, and streamlined post-war American typography.
The Time Bum called it "charming" and "very well sorted," praising the vintage IWC aesthetic and noting excellent finish quality comparable to Tudor.
Warthog ($400–$650 estimated) #
An A-10 Warthog inspired pilot watch with bold military design.
- Case: 44mm diameter, 316L stainless steel
- Movement: Swiss ETA 6498 manual wind (slow-beat movement reflecting the A-10's reliability over speed)
- Crystal: Domed sapphire with AR coating
- Special features: A-10 Warthog emblem at 10 o'clock position, sub-seconds dial representing GAU-8 Avenger cannon
- Case options: Brushed stainless steel or PVD black
- Strap options: Brown or black hand-made leather pilot style
- Seconds hand colors: Green, white, orange, yellow, or red
B-2 Stealth Bomber #
Modern aviation-inspired design nodding to the B-2 stealth aircraft. Features ETA 2824 automatic movement (customizable to ETA 2801 hand-wound), display caseback, and clear easy-to-read dial.
C-130 Hercules (Special Edition) #
Unique feature: Dial chapter ring made from actual skin of a C-130 Hercules transport plane—upcycled aircraft material bringing genuine aviation heritage to the wrist.
Why Mitchell Timepieces Stands Out #
- Veteran-owned authenticity: USAF background brings genuine military aviation knowledge
- Upcycled aircraft materials: B-25 plane tags, C-130 skin dial rings
- Extreme customization: Will accommodate specific customer requests
- Limited production: 10–50 pieces ensures exclusivity and quality control
- No shortcuts: Bootstrapped operation, personally designed and assembled
- Finishing quality: Brushing grain comparable to Tudor Black Bay per reviewers
Phoenix Watch Scene Context #
Phoenix's microbrand scene remains small compared to coastal cities, but benefits from several advantages:
- Aviation heritage: Proximity to military bases (Luke AFB, Davis-Monthan AFB) and the aviation industry fuels pilot watch interest
- Direct-to-consumer model: Desert location with lower overhead than coastal cities enables competitive pricing
- Limited edition focus: Both major brands emphasize exclusivity through small production runs
- Design community: Arizona's tech and creative sectors provide design talent
Comparison to Other Cities #
vs. Los Angeles: LA has more brands (VAER, Nodus, Weiss, J.N. Shapiro) with wider price range ($259–$85,000), American manufacturing, and larger production volumes.
vs. Chicago: Chicago offers 6 brands with city-specific themes, higher production, and a more established microbrand community.
vs. Phoenix: Smaller scene (2 main brands), ultra-limited editions (25–50 pieces typical), military/dive focus, competitive pricing through lower overhead.
Specifications Comparison #
| Feature | Serket Reef X | Mitchell Raider |
|---|---|---|
| Case Size | 43mm | 42mm |
| Movement | Automatic | Miyota 9039/ETA 2824 |
| Water Resistance | 200m | 100m |
| Crystal | Sapphire AR | Double-dome Sapphire AR |
| Straps Included | 3 (steel, rubber, leather) | 1 (canvas/Horween) |
| Production | 25–200 pieces | 10–50 pieces |
| Price | ~$400–$550 | $315–$399 |
| Style | Modern dive | Vintage pilot |
| Founded | 2006 | ~2019–2020 |
When to Choose Phoenix Microbrands #
Choose Serket if you want: #
- Bold dive watches with unique colorways
- Excellent value ($400–$600 range with 3 straps included)
- Diamond-shaped markers and distinctive design
- 200m water resistance for actual diving
- Limited editions (25–200 pieces)
- Nearly 20 years of brand history
Choose Mitchell Timepieces if you want: #
- Aviation heritage and military tribute
- Extreme customization options
- Ultra-limited production (10–50 pieces)
- Vintage WWII pilot watch aesthetics
- Upcycled aircraft materials
- Supporting a veteran-owned business
- Manual wind Swiss ETA movements
Skip Phoenix brands if you want: #
- American-made movements (go to Weiss, RGM, J.N. Shapiro)
- Higher production availability (go to larger microbrands)
- In-person try-on (mostly online direct sales)
Final Thoughts #
Phoenix's microbrand scene may be small, but it punches above its weight in quality and value. Serket brings nearly two decades of dive watch expertise with bold designs and multiple straps included at competitive prices. Mitchell Timepieces offers authentic military aviation heritage with extreme customization and upcycled aircraft materials.
Both brands embrace the direct-to-consumer model, limited production runs, and premium materials without luxury markup. For collectors seeking unique pieces outside the typical microbrand hubs of LA, Chicago, or New York, Phoenix offers distinctive options with genuine character and accessible pricing.
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