A Brand's Story : Selten by Extropian

Who is Selten? 

Selten is a unique brand, founded in Hong Kong in 2017, Selten is always focusing on being different. What we enjoy about Selten is that is not trying to be eccentric for the sake of it, Leonardo its founder has a vision to steer the microbrand scene into new materials, configurations and quality that have never been found at this price bracket, an uphill battle but in our opinion he is climbing fast.

If you have to describe Selten, it would be the unique approach on different materials, we believe that the challenge of bringing innovation to the microbrand scene is the key inspiration for the brand.

Why Selten?

The word Selten means ‘’rare’’ in German, if you feel identified with not following the norm, well this is a brand for you. 

The unique value offered by Selten is the use of new techniques mixed with unique raw materials, and we are not talking about only the case, but also dial intricate techniques which are only found in watches 4X the price. Selten’s  vision is real, and we can say that we are at the peak of microbrands offering with them usually at the forefront.

If you want a real reason to order one it would be quality. The finishing and details are unique to this price point, and the robustness feels as anything out there.

What are the key design elements?

It is hard to describe a piece unique design, but if you have to put Selten in a category bucket, we would say that the design is very Germanic, the lugs are very prominent and the case very masculine, strong lines dominate the final product.

The materials used also give a great understanding of what a Selten should look like, the dials are a canvas for the Leonardo’s main ideas, from the crown to the hands, everything is made for the watch. Then, you get to details such as the rotor and bracelet which are outstanding, 

How do the work?

Set up a brand is no easy feat but once you have that hurdle out of the door, you have to establish a design ethos. This takes time and no wonder that it took 4 years for the first launch, but it was worth it in our opinion. The Meteorite series 00 and 01 are one of a kind, and the looks are outstanding.

The main idea is to create breathtaking design with an affordable tag, seems easy but to imagine a watch that works is the hardest part, and even after that it is all subjective, the audience needs to understand it and like it.

The reason why Selten is here today, is because they have catered for the enthusiasts, the ones that understand the manufacturing process and its difficulties. There is no 2 watches a like, they all are unique pieces because of the nature of the materials, imagine, a unique piece all the time with different patterns. It’s very very rare.

Who are they for?

Selten watches are for those who appreciate minimalistic design and the use of different materials. The watches look anything but ordinary. Also, the watches are made for those who care about new ‘’know how’’ applied to the cases and dials, the idea is to bring luxury to a new audience. Also, what we enjoy about Selten is that they the put emphasis to their design, the movements are usually workhorses also including proprietary modules, but the nature of the brand is to keep everything affordable, a great approach.

The watches can vary from a sport attribute to a dressy feel, they can cover all the spectrums. Selten is a relatively young brand only started in 2017 but has an already wide catalogue with the aim to reach a wide audience.

The watches are not big but also, they are not inside the 36mm range, so anyone with an office job or a active lifestyle will be able to wear a Selten, there is an option for everyone.

The new M1 Moonphase

Aiming for a dressy audience, the M1 brings the most romantic complication to life. With a masculine case of 39mm and 45.5mm lug to lug, the M1 comes in different varieties which we were lucky to try on. A full black dial and other mother of pearl versions, there is an M1 for everyone. The Guilloche dial exudes a large spectrum of colours and then at 6 o’clock, we have the beautiful minimalist moonphase. Also, another detail is that everything is operated by the crown, no hidden pushers all very elegant. The watch can change easily well with a full steel bracelet or a leather strap, it is quite a spectacle to experience. Might have to go for one of these, they are too beautiful. 

The Patina Series

Talk about a diver, but a different one. The Patina series is a unique twist on a diver’s watch. It has all the great characteristics of a diver such as no date, a bronze body that will age with time and then a dial that has different patterns and colours.

The Patina series is one of the most popular and accessible Selten’s today but that doesn’t mean that is out of details with unique handset, crown and case back. The sandwich dial construction is also a unique approach to deliver a clean and thin diver that would look in place under any environment.

Conclusions

The odd kid in the block has now grown up to become a house where people will search for something unique, special, and well made. A really refreshing idea on what can be done with tenacity for an owner who leave no small detail outside the final product. Selten to us has become one of the go to brands when those Submariner copycats are flooding our Instagram feed, they are refreshing and well built, shame that they sell out so fast.

Article written by Robbie and Watches