Our Story

From the Battlefield to the Dial

Seventeenth was born from a moment of clarity—somewhere between duty, sacrifice, and a love for timeless craftsmanship.

I spent seven years in the U.S. Army. Early on, while stationed in Europe, I found myself drawn to the elegance and intention behind a well-made watch. It wasn’t just about telling time, it was about what the watch represented: discipline, presence, expression

As I moved between countries and continents as a courier, that fascination only grew. Time felt different in uniform. Every second mattered. Every tick had weight.

On a return flight from a mission, I started sketching ideas on a napkin. The shapes were sharp. The colors bold. That moment of inspiration turned into obsession. I wasn’t just designing a watch, I was designing a future. One I could build for my family. One rooted in values I carried with me: freedom, self-expression, and precision.

That’s how Seventeenth began.

We don’t create watches to chase trends. We create them to tell stories. To honor the past while shaping the future. Every piece we release is intentional, limited, and built to last.

Because time is the only luxury, and we don’t want to waste it.

— Chris Johnson
Founder, Seventeenth Watches

Time is the Only Luxury

Our Mission:

Elevating Time. Redefining Luxury.

At Seventeenth, our mission is to create timepieces that go beyond function: they represent purpose, presence, and legacy.

We’ve upgraded everything. Materials. Craftsmanship. Design. But what hasn’t changed is our belief that true luxury isn’t loud, it’s rare.

Each watch we release is made in small numbers, never restocked, and built to last a lifetime.

Because we don’t just measure time, we honor it.