I've been Mugged

"I’ve Been Mugged, and So Will You Be: Why I Created My Own Watch Brand"

This article may come across as a controversial rant, so I’ve decided to change the name of a certain high-end watch brand and one of its models. Bear with me.

I want to share why my opinion of what is arguably the most famous high-end watch brand in the world has shifted over the past few years—and why, after more than 30 years of ownership, I decided to sell mine and create my own watch-brand.

I was fortunate enough to own and wear a "Bolox Submarrier" (as we’ll call it) for over 35 years. I purchased it at a time when these watches were reasonably priced and primarily known within the diving community. It was a classic, good-looking timepiece that could be worn daily without drawing much attention, as few people recognized its value or significance.

Fast forward to about three years ago. Like most mechanical watches, mine required a routine service—or so I was told. I took it directly to the brand’s head service center, located in Kent, the "Garden of England." I always preferred going straight to the source rather than adding extra weeks by dropping it off at an authorized dealer. Six weeks was already a long enough wait; I didn’t want to stretch it to two months.

According to the company’s literature, for £750, my watch would be meticulously serviced, restored to perfect working order, and returned looking as good as new. Six weeks later, I received the call: "Your watch is ready, sir." I made the trip to Kent to collect my old companion.

At the reception, I was handed my watch (which, to their credit, looked pristine) in a small slip case. I paid the bill, strapped it on my wrist, and set the time. But something was wrong. "It doesn’t work," I told the receptionist. It wasn’t ticking, and I couldn’t wind it to get it started.

After some awkward shuffling, she suggested, "Could you go for a coffee somewhere, and we’ll call you when it’s ready?" I obliged, heading into town for a coffee. An hour later, I received the call: "Your watch is ready." I returned to collect it, and this time, it was functioning.

This experience left me with more questions than answers. The watch had been in their possession for six weeks for servicing, yet they managed to disassemble, repair, and reassemble it in just one hour. Had it been re-regulated or pressure-tested in that short time? Did it pass a quality check before being handed back to me? Or was this simply a case of being caught up in the hype surrounding this iconic brand? Personally, I believe it’s the latter. Branding and marketing are powerful tools, had I been Mugged?

This incident was the final catalyst for my decision to sell the watch. I had been contemplating it for some time, and there were other reasons that contributed to my choice.

I bought my watch to wear daily, and that’s exactly what I did for decades. However, times have changed. Now, it seems like every Tom, Dick, and Harry owns the same watch—or a copy of it—and everyone recognizes it. The watch began attracting unwanted attention, and not from fellow watch enthusiasts. Comments like, "That’s a nice watch you’ve got there, sir," became more concerning than flattering. With the alarming rise in high-end watch thefts, I found myself constantly questioning whether it was safe to wear my watch depending on where I was going.

What about exclusivity and keeping it as an investment? The Bolox Group produces 1.2 million watches annually, with 65,000 of them being Submarriers. Are they truly exclusive, or are we simply falling for the marketing tactics of artificially long waiting lists and clever branding? Most Bolox watches now sit hidden away in safes, which means they aren’t becoming any rarer despite the brand’s massive production numbers. Recent price drops in the secondary market further illustrate the principle of supply and demand.

Ultimately, my watch had become more of a liability than a source of joy. The pleasure it once brought me had faded, so I made the decision to part ways with it. It now resides with one of the world’s great resellers.

I loved—and still love—the classic watches of the world: the heritage, the look, the style. But I no longer wanted the liability or the cost associated with owning a high-end watch. So, what was I to do?

Sometimes, the best way to move forward is to take control of the narrative yourself.

That’s why I decided to create my own watch brand: Militex.

This dilemma inspired me to build a brand that prioritizes the classic aesthetic I adore, tweaked to be more affordable yet crafted using the finest quality materials available for the price. I wanted a watch that could be proudly built here in Great Britain, allowing us to maintain strict quality control, manage supply chains effectively, and offer a cost-effective, reliable after-sales service.

Yes, Militex is a homage to the classics, but it’s also distinct enough to stand on its own. It’s a watch that looks and feels exceptional without being a liability. It’s a watch I’m proud to wear—a timepiece that’s exclusive yet accessible.

As I continue to refine the brand, I aim to keep its core values intact while remaining open to new ideas and innovations.

Militex is more than just a watch; it’s a reflection of my passion for timeless design, quality craftsmanship, and practicality.