Solid but not stolid, Steelcraft was born in 2009 and is resolutely and naturally elegant rather than sophisticated. On the pop side of life rather than on that of elitist intelligentsia. More real life rodeo than a dressage. It's not a motto, just the way we are. If glamour and impertinence are like the yin and the yang of our first collections, workmanship and steel remain the key words of our products. The creative energies released by a Velvet and a Pulp (our own in-house original design) dig unfailingly in founding states of mind like Pleasure (PM) and Action (AM). Pure emotions that, like raw materials, summon senses just as much as fantasies. 

Accessible luxury, Swiss made lifestyle watches.