You won't find any over-embellished wrist beacons amongst Uniform Wares line up.
Established in 2009 by Brits Patrick Bek and Oliver Fowles, their central aim was to establish an alternative to the tragically glitzy statement watches cluttering magazine pages.
The C40 is the latest refinement of Uniform Wares refreshing stance. A 40mm dress watch with a day and date window at the three o'clock position, it comes in three finishes: brushed steel, PVD (a coating that reduces friction wear) rose gold and polished steel.
A seven-jewel Swiss-made quartz keeps the C40 range ticking over, while a domed sapphire lens with anti-reflective coating protects the minimalist faces. There's a feast of strap options as well, from mesh chain to worn alligator (it's a snappy look).
Prices start at £550, with more luxurious straps dictating a higher price. You can see the full range of options on the Uniform Wares website.
Time for an investment?
(Images: Uniform Wares)