Monterey Watch Co. is undergoing a strategic shift from producing "Tribute" timepieces to focusing on original designs. As part of this transition, the brand is implementing a new pricing structure that moves away from frequent flash sales in favor of lower everyday prices. Base prices across all collections have been reduced by 10%, a move intended to align more closely with the boutique market while absorbing previous tariff costs. To further reward their community, the brand has introduced a permanent discount code, MYMONTY, which provides 20% off every timepiece across all collections. This code allows for savings of up to $100 per order and replaces most previous discount codes, which are set to expire within 72 hours. The brand notes that while they are moving away from constant promotions, they will still host special events for debut pieces and end-of-run series. The newsletter also announces the upcoming release of the Coral Cave Limited Edition, scheduled for approximately April 22. This new LE model features a date window at the 3 o'clock position and is powered by a PT5000 high-beat automatic movement. Technical specifications include a 40.5mm 316L stainless steel case, a domed sapphire crystal, and 100M water resistance. It will be available in pink, white, or a special red dial, with the latter featuring an aluminum bezel insert instead of the standard ceramic. Several other models were highlighted with their new pricing using the MYMONTY code. The DarkFathom premier diver and the EBC GMT Pro are both priced at $399, while the upgraded Dark Bayou EM, now featuring a PT5000 movement, is available for $263.20. Additionally, the brand announced that the Blacktip Standard Pro Diver is being retired, with remaining stock available for $255.20.