SB04-E YEAR OF THE FIRE HORSE

From Sartory Billard -

Courtesy of Sartory Billard

Armand Billard never disappoints, and his tribute to the year of the Fire Horse has now set the bar just that wee bit higher.

Courtesy of Sartory Billard

Limited to only 26 pieces, this special release may well be sold out by the time you read this.

The case is of stainless steel measuring 39.5 mm in diameter. The movement is from La Joux-Perret -

Courtesy of Sartory Billard

The star of this show is the dial. It is 24-carat gold-plated brass, laser-engraved by Ron Elkins, hand-finished and inked by Armand Billard. More info on the dial here -

Here are the pertinents -

・Name: SB04-E Year of the Fire Horse — Chinese New Year Edition

・REF: SB04E1CNY26

・Case: Stainless steel, 39.5 mm, alternating polished and brushed surfaces

・Dial: 24-carat gold-plated brass, laser-engraved by Ron Elkins, hand-finished and inked by Armand Billard

・Movement: Swiss-made La Joux-Perret automatic movement, 68-hour power reserve

・Water Resistance: 100 meters

・Bracelet: Red leather strap (other colors available upon request)

・Edition: Limited to 26 individually numbered pieces

・Price: €3,500 excl. VAT

The SB04-E Winter 2026

From Sartory Billard -

Courtesy of Sartory Billard

This is the latest from Armand Billard. Taking its design cues from the winter now embracing us, the dial is a wonderful display of snowflakes across a frosty background.

Courtesy of Sartory Billard

The dial's design is described as "Winter Frozen Lake". Having grown up in the Great Lakes region (or the "North Coast of America") I feel a certain affinity for both the design and its name!

The dial's unique design is achieved through embossing, 3D painting, lacquer, and pad printing.

Courtesy of Sartory Billard

Underneath the hood, the SB04-Winter 2026 is powered by a La Joux-Perret automatic movement.

Priced at a very, very reasonable €3100 on rubber / €3500 on metal bracelet. It is limited to just 26 pieces, so don't dawdle!

Here are the pertinents -

SB04-E Winter Edition 2026 Limited Edition

REF: SB04E1WIN26

Case: Stainless steel, 39.5 mm, alternating polished and brushed surfaces

Dial: Winter Frozen Lake - Embossing, 3D painting, laquer and padprinting

Movement: Swiss-made La Joux-Perret automatic movement, 68-hour power reserve

Water Resistance: 100 meters

Bracelet Options:

– Sartory-Billard white rubber strap

– Sartory-Billard stainless-steel bracelet with alternating brushed and polished links, equipped with quick-release pins for easy strap changes

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