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Basel, Switzerland · Since 2015
Each dial exists
once.
No exceptions.
500
Total pieces — ever
4
Dial series
CHF 249
Starting price
50+
Sold · verified buyers
The idea
A watch is usually a status symbol.
We made one that’s a work of art instead.
Generated by software. Limited to 500 pieces total.
Priced so people actually buy it.
Daniel Schulthess · Basel
Daniel Schulthess
Founder · Architect · Digital Artist · Basel, Switzerland
Daniel Schulthess is a Basel-based architect whose practice spans buildings, generative art, and product design. His other work includes A100 Architektur — an architectural office in Basel — and Daniel Wave, a digital art project exploring algorithmic pattern generation.
CONCENTRIC-WATCH grew directly from his art practice. The same software tools he uses to generate large-format prints were adapted to produce watch dials. Each output is unique by mathematical necessity — the algorithms are designed to never repeat.
The brand launched in 2015 with a first limited series. It has operated quietly since — no advertising budget, no influencer campaigns — selling primarily through direct channels and eBay to buyers across Europe who found it on their own.
“Each watch represents a small minimalist work of art. The concept comes from the Swiss architect Daniel Schulthess — AI generators and distortion tools are used to produce each unique dial.”
Algorithmic
Drawn by Daniel’s own software — custom code that generates concentric rings and radial gradients. The original technique that gave the brand its name. No two outputs are the same.
AI-Generated
Midjourney and DALL-E prompts, refined over many iterations to produce dial artwork that works at watch scale. Bold, graphic, and unlike anything in traditional watchmaking.
Filter-Art
Digital filter chains applied to source material — layered transformations producing soft gradients and organic patterns. Designed for the 36mm Ladies case format.
Milestones
2015
First series
The original CONCENTRIC-WATCH limited series. Swiss-Made at the time — the only series to carry that designation. Design language established.
2020
Algorithmic generation
Daniel’s proprietary art software adapted for dial production. New series: Algorithmic, AI-Generated, Filter-Art. Movement switched to Miyota Automatic.
2024
500 piece run
Final run defined: 500 total pieces across all series. Brand registered in Germany. Gift box and booklet introduced as standard packaging.
2026
New web presence
Full brand redesign. Direct-to-consumer store launched. 50+ verified eBay buyers. Swiss Design position formalised — honest about what it is.
Swiss Design
Not Swiss Made.
And proud of it.
Switzerland has strict legal rules around the “Swiss Made” designation — the movement must be assembled and cased in Switzerland. CONCENTRIC watches don’t meet that threshold. The movements are Miyota (Japan) and Seiko (Japan).
We say this upfront because it matters. Swiss Design — designed in Basel by a Swiss architect — is what we actually are. That’s worth something. Just not the same thing as a Longines or an IWC.
The result is a watch that’s honest, affordable, and genuinely designed — not a copy of luxury positioning that doesn’t belong to it.
Brand reference points
Closer to Swatch.
Not Chopard.
The target buyer is someone who buys a watch the way they buy a print from a gallery — because of how it looks, and because there won’t be another one.
They’re interested in art, architecture, and design. They’re not trying to signal wealth. They want something that starts a conversation.
Reference: 100.ch — architectural minimalism, Basel
Reference: danielwave.art — generative digital art
Reference: Swatch — fashion-forward, accessible, limited
Not: Rolex · IWC · Chopard · luxury status markers
Gift box
Booklet
Tracked post
Basel
Every order
Packed like it matters. Because it does.
Every CONCENTRIC watch ships in a signature gift box with a printed booklet — the story of the brand, the dial series, and the generation process behind each piece.
Gift packaging is included with every order. It’s not an upsell. It’s what buying a piece of art should feel like.
Dispatched from Basel within 1–2 business days. Free standard shipping within Switzerland. Tracked worldwide.
“Each watch represents a small minimalist work of art. Each Unique.”
Daniel Schulthess · Founder · CONCENTRIC-WATCH
500 unique dials.
Browse the collection.
Each watch is different. Once a model sells out, the design is retired permanently. No reprints. No second runs.