Watch Design & Engineering

Learn about our design process, FAQs, and more

Watch Design From Start to Finish

At American Watch Company, our team of designers and engineers will work directly with you to create a thoughtful, original watch that honors your vision. 

With over 30 years of manufacturing experience, we have developed proprietary design principles for watches that are applied to every project. Every element of the watch is considered, from height tolerance to dial texture. 

Important Watch Design Considerations

Before you begin your watchmaking journey, there are a few things to consider. Here are a few of the more common design considerations you may need to account for. 


All of our watches are designed and engineered by our in-house experts here in USA. You can rest assured knowing each of our watches are meticulously engineered according to your specifications, by an American watch maker with years of experience, a passion for tradition, and a history of precision craftsmanship.


A well-crafted watch is perfectly balanced, expressing emotion and quality through the materials, colors, shapes, and construction. Aesthetics and beauty matter when creating a watch that is uniquely your own. We are proud to have the taste, knowledge and capability to help your watchmaking dreams come alive in your next project.


We understand ergonomics and functionality should be of utmost consideration for any timepiece. A well designed watch should be comfortable for the wearer and intuitive for the daily user. All watch interactions and functions should be clearly apparent for optimum enjoyment, without sacrificing style and design.


Wearing a new watch should provoke a similar experience as enjoying a brand new car. From the soft, supple feeling of a genuine Italian leather strap, to selecting a case material which exhibits both strength and versatility, we painstakingly ensure all the senses are sufficiently stimulated by every material we source.

Packaging Design

The first thing a customer sees when they open up a shipping box is the packaging the watch comes in. A good unboxing experience is part of the watch buying process. Our designers can work with you to ensure your customers get the watch buying experience they deserve.

Warranty & Instruction Manual

A well written and beautifully designed instruction manual adds authority to your brand. A tasteful warranty card gives your customers a sense of relief, knowing their purchase is protected. We provide our OEM and ODM customers design services for warranty cards and instruction manuals as well. 

The Process of Designing a Watch

Technical Watch Drawings

To accurately capture all the features of a watch design or component, technical CAD drawings are an industry standard. Whether creating a prototype or planning mass production, our in-house team of experienced watch engineers and industrial designers are ready to assist in the design of your watch program.

3D Watch Renderings

We provide photorealistic 3D watch renderings as part of our watch design service. Before production or prototyping begins, 3D watch rendering enables us to visualize your unique watch project in real time. From case colors, bracelets, band options, dial designs and more, 3D rendering ensures your final watch design is exactly how you envisioned. We are also able to provide renderings to kick-start your marketing efforts prior to production.

In-House Watch Design

Partnering with American Watch eliminates unnecessary trial and error costs while reducing risks. The principles have developed watch programs for some of the greatest watch brands in the US and abroad. We are aware of the challenges and opportunities in this new economy. American Watch has a record of success, because we help our clients grow to achieve profitable sales through creative design, streamlined manufacturing, and efficient business processes. Working with our Los Angeles based in-house team you're dealing directly in the USA. You no longer have to make multiple international calls or send numerous emails because your supplier does not understand what you mean or are not familiar with your brand vision.

3D Printing & CNC Prototyping

We will provide a live sample using our proprietary watch-making 3D printing or CNC process. The key difference between 3D printing and CNC machining is that 3D printing is a form of additive manufacturing and will only produce a “show and tell” version of your watch. 3D printing will NOT be a working sample.

CNC machining is subtractive. This means CNC machining starts with a block of material (called a blank) and cuts away material to create the finished part. The precision of a CNC sample will enable us to streamline the manufacturing workflow in the tooling-up process. Additionally, the high tolerances allow us to correct designs and make last-minute changes. Lastly, you will see and feel a solid working sample in real-time in a variety of finishes only available through our CNC process.

The Anatomy of a Watch

We offer a wide selection of materials, movements, features and finish options for your watch.
If you are unfamiliar with any of the terminology, use our reference guide below.

Are you ready to make your watch?

The American Watch team is ready to make your  dreams a reality. All we need to do is schedule a time to talk.

The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility. Skip to content