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New Collection: Rue Canal

New Collection: Rue Canal

Feb 19, 2023

We're excited to cap off the Mardi Gras season with the pre-order launch of our first collection: Rue Canal. Rue Canal is a fusion of vintage Swiss watchmaking and mid-century New Orleans flair. With inspirations from New Orleans old and new, packaged in classic high horology inspired design, it is a classic piece tailored for the modern wrist. 

To celebrate this launch, we are offering a 20% discount off of the retail price of $985 throughout the pre-order period. Pre-order window will continue from Tuesday, February 21, until the receipt of our first wave of inventory in March. We anticipate shipping all pre-orders before the end of March.  

So why the name Rue Canal? The name, as well as the watch's dial design, were inspired by the Old D.H. Holmes Department Store clock on Canal Street. The clock, a old cultural landmark, found immortality in the opening lines of John Kennedy Toole's Pulitzer Prize winning novel, A Confederacy of Dunces. The clock, and the novel's 1960s New Orleans setting, served as our earliest design inspirations, and so we have christened our first watch, Rue Canal, in this honor.


Rue Canal is encased in a vintage-inspired stainless steel case with teardrop-shaped lugs, a hallmark of mid-century Swiss design, used here to evoke the ornamented tops of the iron gates found throughout the French Quarter. At a diameter of 39mm, lug to lug measurement of 46.6mm, and a 9mm case height, Rue Canal will feel at home on almost any wrist. It is finished with a custom, pebble grain Italian leather strap and our fleur-de-lis inspired buckle.

The heart of Rue Canal is powered by an elaboré grade Sellita SW-210 refined with Côtes de Genève and perlage finishing and can be glimpsed through the watch’s sapphire display caseback. 

I don’t know about y’all, but personally I’m a bit tired of plain white and black dial watches. We wanted to do something a bit different and inject a bit of New Orleans soul into our watches, so we offer Rue Canal in three distinct New Orleans inspired colorways: Cream, Night, and Streetcar. Visit our product page to learn more about these color options!

We are so excited for our launch and look forward to seeing a Rue Canal on your wrist soon!