Sartory Billard is part of the new wave of independent watch brands making splashes in today’s watch landscape. Founded in Paris by French designer Armand Billard, it has outlined a clear goal: to craft small-series watches that celebrate craft and the creativity behind the process. Focusing on bespoke work, collaborations with popular artisans, and adopting a made-to-order approach built around direct dialog with collectors, Sartory Billiard has attracted the interests of horology enthusiasts who value individuality over template design.
Drawing on the founder’s multi-disciplinary skills and strong relationships with collectors around the world, Sartory Billard is able to harness their clients' creativity, helping them manifest their horology dreams by devising highly personalized watches. Customers are intimately involved in the process, making them a true co-creator of their timepiece. Beyond its bespoke creations, Sartory Billard offers the Editions watch series. Each reflects a specific idea, such as exploring a material, surface, or specific technique. With only a handful of models available for each Edition, these timepieces are shaped by the same principles as the Bespoke models: time, craftsmanship, and attention to detail.
Billard’s journey into watchmaking wasn’t a traditional one. Unlike many in the industry, he didn’t inherit a watchmaking legacy, relying on his lifelong fascination for watches instead. In time, he found himself unsatisfied with the available options for truly unique timepieces, so he decided to create his own. Driven by his passion and excitement for pushing the boundaries of watch design, Billard’s project quickly transitioned from hobby to brand.
Sartory Billard HIGHLIGHTS
Made to stand apart
At Time+Tide, we’re offering you the chance to create your own bespoke timepiece using the Sartory Billard SB04-E platform. Featuring a 39.5mm stainless steel case, a concave bezel, and a La Joux-Perret G101 movement as the foundation, collectors are invited to customize other essential elements such as the dial, hand finishes, and strap. The Sartory Billard SB04-E is offered with either an open or closed case back option. To make the timepiece even more personal, a custom engraving option is also offered.
Breaking the rules of display
For the SB10 Jumping Hour collection, Sartory Billard ventured further in terms of creativity. The brand envisioned a watch without a standard “dial” with a cabochon becoming the face of the timepiece instead. It’s not sitting hidden behind glass, but it’s exposed to the touch, so users can get engaged with the material directly. At Time+Tide, we’re offering the Skate SB10 Jumping Hour, which was developed as a collaborative effort with the Skateboard Museum of Geneva. Featuring a large jump hour aperture at six o’clock, the watch is devoid of hands and relies on a minute disc placed around the cabochon to indicate the minutes.
