Friday, January 17, 2025

Good Guys Sometimes Finish First - The SB04-E!

Courtesy of Sartory Billard

Okay, I want you to imagine...
Imagine you are a designer, you have a successful design studio. You have a wife, two kids, responsibilities. To celebrate you and your friend's birthday you design and produce a watch. It does okay. You then make a very successful - and very affordable watch. And then, feeling that there is still room to grow you go back to the woodshed and come out with a watch so cool it blows up Instagram. 

Oh, and imagine that you are pretty much universally liked not just for your designs, but also because you are a genuinely nice person?

Courtesy of Sartory Billard

Armand Billard does not fit the mold of the typical watch brand rock star... thank goodness!


Yesterday Watch Town's social media channels were alight with news of Sartory Billard's latest offerings, and with good reason.

From small production runs, to bespoke pieces, and now something in the middle! These two beautiful new time machines offer the aesthetic of a custom Sartory Billard watch at a more affordable price. And for those with the means, not to worry - Armand will still be offering his truly spectacular custom creations will still be available.

Here are the two new models -
Courtesy of Sartory Billard

First up is the SB04-E Tantalum. In Sartory Billard's own words -

Tantalum Hand-Engraved: This dial showcases the mastery of hand-engraving. Like feathers catching the light, the texture is born of meticulous work by Armand. The resistant nature of tantalum makes achieving this unique pattern all the more satisfying.

Courtesy of Sartory Billard

Want something brighter? Armand's got you covered! In addition to Tantalum, the SB04-E also comes in a pretty spiffy Ruby version -

Ruby Platinum: This dial is crafted from a single piece of exceptionally rare ruby, meticulously cut and shaped to reveal its captivating depth and unique brilliance. Each "Cœur de Rubis" dial is a one-of-a-kind cut, bearing the distinct character and natural variations of the stone.

Here are pertinents -

Technical Specifications and Pricing

  • Movement: La Joux-Perret G101

    • Winding Mechanism: Tungsten rotor

    • Diameter: 26mm

    • Height: 4.45 mm

    • Frequency: 4Hz

    • Jewels: 24

    • Power Reserve: 68 hours

  • Case:

    • Material: 316L stainless steel 

    • Diameter: 39.5mm

    • Height: 10.3mm 

    • Lug to lug: 46mm

    • Water Resistance: 100m

    • Crown: Screw-down & Lumed

  • Strap: 

    • 20mm Curved Delugs CTS rubber strap with deployant clasp. 

    • Each watch also includes a voucher for a free additional Delugs strap.

  • Dial: 

    • Cœur de Rubis (Heart of Ruby) with a fumé sunray textured Platinum-plated outer ring 

    • Full Tantalum with handmade “Feathers” engraving with a fumé sunray textured solid tantalum outer ring 

    • Pad printed Minute track and Y design in white Super-LumiNova® BGW9 lume. 

    • Diamond cut indexes and ring between the dial parts.

Pricing MSRP (Excluding VAT):

  • SB04-E Ruby Platinum: €4700 

  • SB04-E Tantalum Hand-Engraved: €3500

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