The birth of a brand: VPC and the VPC Type 37HW

A look at a new watch and a new brand from Thomas van Straaten, designed by Max Resnick.
Read about the creation of the new brand and the new watch - www.fratellowatches.com/watch...

[@stevenle]

As a small wrist-er I'm always happy to see a new watch under 38mm.

[@TheOverlord99]

SAME. This one is going on my list.

[@jeffreytan2948]

Design is actually quite nice. I like it.

[@liquidtunes]

Didn’t know the brand before this video, and now I’m very intrigued. I like everything: the design, the story, the thoughtfulness that’s gone into it all. It’s been a long time since a watch truly piqued my interest to the point of considering purchasing it, and for that I say bravo.

[@XShotokanX]

So you are buying one...?

[@liquidtunes]

@@XShotokanX Quite likely. Traveling to Japan at the end of the month where I’d intended to pick up some vintage watches so I’ll wait till then. Might miss this order window as a result but that’s okay as I’m being more careful with acquisitions this year :)

[@stanL9]

Really liked this one. Thanks Evan!

[@user-km1cf1gs8x]

Things are heating up in this price segment with the introduction of this Brand . Beautiful design 🔥🔥🔥 …. 😘

[@josesaurooo]

Probably one of your funniest video to date. A masterpiece!

[@itsgarydevlin]

VPC have done that great thing that a lot of watch designers miss: and that's ensuing the dial is nice and high within the case itself. No massive rehaut area - so you get that gorgeous depth of view because the dial/hands are IN the crystal dome. Makes such a difference to how a watch looks and the legibility.

[@astorbeijer9424]

Thank you for bringing this brand to light. An extreme amount of thoughtfulness went into every detail. This is a steal for the price point and absolutely unbelievable for a brand's first watch. The only thing I could nitpick is the name. You have to choose between an unpronouncable Latin name or the abbreviation, "VPC", which sounds like a venture capital company...or mortgage loan company. I can see the commercial now. "I bought my house through VPC, and you can too!" Lol.

[@keekaleikai]

Value product channel? That's where I got my crockpot

[@gregs.2679]

VPC would be a great name for a mortgage loan company for haute horologie addicts, especially nowadays when you practically actually do have to take on a mortgage to acquire some of these artisanal marvels.

[@salty5402]

This new brand is hitting every metric in my book. Great branding, solid/restrained aesthetics, quality build elements, and COSC. That last part makes the price point a lot more appealing - because this is in Monta and Formex range - and a lot more than Kuoe, Baltic, or Traska. Color me intrigued - and I was not expecting to be.

[@dado380]

Way to expensive with at best solid movement. Just for reference Pitzmann 3 has inside one of the most iconic movement 8r 48.Variation of this Seiko caliber is the original EL primero movement not Zenith .The first ever auto chronograph with vertical clutch and column wheel for price of 1300$, and btw 8r 48 is double the price of Sellita 216.

[@henkrpe3249]

Serica is cosc for ~1k... And that one has an automatic so you don't have to mess with the screw down crown every day.

[@davidreddington4381]

Clean and elegant design, I really like it.

[@rscotthitchins]

I really appreciate the thought that went into the design of this watch. The chamfers, subtle case flare, downturned lugs, bracelet integration, handset, and lume blocks are all considered choices while staying true to the "GADA" philosophy. I ordered one to become my daily driver and have no problem with the price. Thomas deserves to be compensated for the effort that clearly went into producing what appears to be a very successful end result, and to have a little extra cheddar to continue on to the next piece; which I read somewhere is going to be a 40mm-ish diver. Happy to support a solopreneur!

[@nikkolomakaveli8295]

I like the crystal the unique brushed bezel and that small seconds subdial adds character to the dial. The dimensions are perfect for me and that bracelet looks spectacular!!! AND COSC certification 😊

[@mono1no1aware]

Thanks for reviewing, Evan! This has been such an exciting journey to see develop, and the watch looks great!

[@flemmingsorensen5470]

That looks amazing!

Really good looking watch!

[@songoku-jx3cb]

Finally a video from my favourite watch youtuber if my already top 10 didn't exist .

[@nathanshelby1446]

Thanks for sharing this amazing watch it checks all the boxes for me and seems like you are getting a lot for you money

[@BenMwatches]

This is gorgeous Great content

[@Sam_D]

The dial looks a lot like Patek Calatrava, and the bracelet integration without the usual endlinks look odd, not in a bad way. I like the overall design and I've been following the dude's page for about a year. Wish him success. Great video Evan.

[@DeanoTXR53]

I wish calatravas still looked like this!

[@sanmarinojr]

Nice humour in your videos , dude , kudos.

[@JohnSmith-jj2yd]

Always have a lot of respect for anyone with the guts and determination to put their money where their mouth is and do it for real. For a first product, this definitely has a lot going for it and I would say a brand to watch (no pun intended). Be interesting to see a v.2 of this and what else they come up with. Still got a few areas in the improve/fix categories (definitely the bracelet for e.g, totally wrong for the rest of the watch) but some really beautiful things like that clasp that most brands would never put that level of effort into finishing. Definitely a John Smith 'Bravo!' 🎉

[@jjDemir]

Great video, I have been following this brand for some time, mostly for their marketing tactics, smart method and cool story.

[@booijdesign]

great stuff from the Netherlands! Thomas je mag trots zijn man

[@imperialwatchco.1353]

Always love seeing you cover new brands Evan! Would love to see the Oceanguard GMT on your channel, a few of the models look practically tailor made to your color scheme and vibe! Just say the word!

[@jonboy8181]

Hey, I really like your watches. Have you ever thought about having a model with a different dial? That triangles at the 12,3,6, 9 really throw me off, they seem like if they were reversed it would be so much better. Just me.

[@imperialwatchco.1353]

@@jonboy8181 hey there! Thanks so much for the comment! One thing that makes the triangles so special is how they interact with the hands! The minute hand perfectly eclipses the markers as it moves around the dial making for a unique and fun experience! But have you checked out our new Oceanguard GMT models by chance? Whole different look and layout and hopefully something up your alley! Thanks again for the support and I hope all is well on your end!

[@marvean2519]

I think that the triangles are one of the things that make your watches unique. There’s one thing I would address however. The use of an NH38 as opposed to an NH34 for the no date models. Other than that you nailed it! Very unique.

[@dariusrosu2587]

You are gr8 man and I love your humor!

[@Stanjara]

I really like this one!

[@nickolasmazzara127]

I like it a lot! I’ve been keeping up with the whole process over on Fratello, and it’s nice to see the finished product. The price is higher than I would’ve liked, but it seems like the guys behind VPC went the extra step beyond what most microbrands do, so I guess I don’t mind. Utimately, I like the Type 37HW more than most other watches at this price point, so I guess it is worth it for me.

[@MAKESQ]

I like the look of that watch.

[@adamethancrow]

Looks perfect I’m buying one. 🎉

[@morgansaignes8021]

Cheers Evan! Cool video :)

[@YoureTerrific]

Thanks

[@ft7039]

beauty! congrats and gluck to them. that price is a tough ask though, lots of competition

[@benjaminvis]

I'm pretty sure that a lot more effort and thinking went into this than the far majority of new watch brands and designs. I followed quite a number of the instalments, but rarely was behind the direction chosen. It's not surprising to me that the result seems to look quite good at a distance, but when considering it in more details, various things (like how the lugs come out of the case or the bracelet meets the watch, all very deliberately chosen to be exactly this way), the lume block indices, the width of the angle on the triangular pointed watch hands, the branding and the writing (oddly now perhaps too toned down for all that effort that went into that font?)... there is a long list of things I would have made a different decision on and yet, funnily, it still pulls off being a handsome result that definitely looks the part on the wrist. I just don't think I'd get the joy out of these particular details. When considering how much cash I'd need to part with for this, my heart sinks. I'm not sure where that price comes from, but isn't an 800-odd Tissot COSC certified? To put doubts at rest, it cannot be that, and frankly any watch brand saying they regulate their Miyota 9-series to +/- 5 seconds in a few positions effectively gives one practically the same advantage. While it looks smart, I do not nearly get the luxurious, impressive and highly recognisable vibes one get from e.g. a Straum. And considering they started more humbly and their current model still is a fair chunk more affordable but looks like it should probably be the other way around, I think there is some problem with the positioning and pricing of VPC. The 1800Hv coating is welcome and definitely above average. That's a nice touch I wish Straum would also embrace as even more than here, it suits what their brand stands for. Still, if there will be a second watch with a better price-quality balance I'd be very interested to see what more Thomas can do. With all the string ideals and the deep dive into the process I would either have expected to be blown away by the result or get a far more convincing deal from VPC.

[@alexgriffin3959]

I like it, well done.

[@SilencedMi5]

This thing rocks! I'm especially a sucker for ultra-hardened cases *and* bracelets (both are necessary, though I do prefer through-hardening techniques rather than surface treatments) and well-designed bracelets that feature tool-less adjustment (the fact that any watch >$500 sold on a bracelet in 2024 ships without quick adjustment is mind boggling to me). My main nitpick is that a GADA watch must be self sustaining. So without either an automatic movement or a solar/kinetic quartz movement I don't think it can reasonably be argued to be GADA. Still, looks great and very well considered, and sharing the process is priceless - impressive stuff!

[@bettersteps]

I dig it. I dig that watch a lot. Very clean design and easy to read. Perhaps a subtle sunburst dial in the future?

[@mariog7213]

I really like this watch

[@bestboy897]

really cool watch looks quite refined but that bezel seems a bit too wide and empty

[@daviddicicco195]

I think this is fantastic.

[@prithviraj5221]

Beautiful

[@joshn.5625]

I have been following this brand from the start. I absolutely love it and think the design choices are thoughtful and original. I would love to own one. The only issue I have is a hand wind movement with a screw sown crown. I would prefer either an automatic or no screw down crown.

[@UnseenHero]

I saw this in a few places but didn't get it. I will definitely be reading the articles as it would be great to see the thought process.

[@user-ke6xt1yl1l]

Hello, and thanks for this video. It's always a pleasure for me to discover a brand new microbrand. And especially when this microbrand is able to create such watch. In my opinion, if this watch has been made by an old and more or less huge brand, it could have been a succes, perhaps a banger. But from a microbrand, at this price range, and even if it has great specs and if it is beautiful, I'm not sure it will be the same. Perhaps just because of something missing, like some just a little bit more of creativity.

[@diemes5463]

I really like how the lugs appear to splay out to the endlinks

[@jameshoste]

Saw this earlier on IG. Looks cool and a little different! Almost giving me PF Tonda vibes.

[@JB-loves-watches]

This was fun

[@threethrushes]

It is an attractive piece - congratulations to the manufacturer. I think that the secondary market will dictate the true value of this piece.

[@legumbro]

It really reminds me of the Omega Dynamic III. Concept and bracelet are very very similar.

[@1973833]

Very nice watch indeed…and it’s very hard to make a great looking metal bracelet,and this one looks pretty good.Nice package indeed…

[@austinzizzi1142]

It’s real good looking

[@remus2001]

It looks great on your 1.87935e-17 light-year wrist.

[@sammills2422]

Bracelet looks pretty omega inspired, I like it, I have a Dynamic II with a similar look, very comfortable

[@khronokraze]

I like it. Thanks for sharing this one. I have to admit the price seems a bit higher than I was expecting. But, there are some nice design details and the build quality appears more than just decent. I would hope they smooth out the micro-adjust operation in the final production model. At the price, it really needs to have nothing to complain about and all good. One slight head scratcher. I appreciate the 120m WR and normally approve and desire a screwdown crown. But, on a hand wound movement, that draws a bit of long term use concern. It was a niggle I had with a vintage Rolex Oyster Precision which was hand wound with a screwdown crown. Yes.. after over 30 years the crown still works.. meaning it screws down still. But, the WR is likely in question. Granted, a vintage watch should probably avoid any WR situation. And, maybe with the VPC, in 30 years time, I may not care and should never test the original 120m WR. Idk?.. I would prefer to avoid unnecessary wear and tear and I think a non-screwdown crown would have been preferable in the 37HW case.

[@jelsner5077]

I like it!

[@AndyAdventuring]

imo needs a date to be a GADA watch, but this seems like a great watch overall. Difficult to find things to nitpick. A date window and a longer power reserve maybe. Congrats to VPC.

[@jennyfromjapan]

unassailable inches 💯

[@fidelpablo6340]

I can hear from your video dialogue, that you are excited with this watch..

[@jameswong6590]

That white sub dial really pops.

[@philipmccracken697]

It's a nice watch. I like the specs. It reminds me of a Monta. But that price point is going to be tough to nut crack to stick around. I'd rather take one of Traska's offerings for 1/4 of the price. Or an Islander SARB033/035 homage for even less. If I was spending $2,500 I'd be looking for something with more heritage like Longines or Oris.

[@neilbotha3527]

Wow, I do like this … a lot. Out of my price range, but maybe one day when I’m big

[@user-wk6qd7yg1j]

It's good to reward ourselves sometimes . While I'm not one to spend on high-end watch (I spend too much money on travel, lol), I can appreciate your gorgeous and timeless watch. I love how it's a symbol of all your hard work.And i choose NKUWAN every time honestly

[@modulo3664]

Properly lumed small seconds is rare. Well done on that if nothing else.

[@hiboostsupra5965]

Would not have guessed that thickness spec. Based on how it looks in your side shots I would have thought 13mm. I guess that's the short lug to lug giving that impression?

[@RandallSlick]

Pretty watch. They say GADA, but I'd need assurance that it's been tested in the sort of niche gentlemen's clubs I frequent. The sort of places where 200m WR doesn't really cut it. We'll see. We will see.

[@kosemkamtsan]

It’s got enough unique elements to make it interesting. It’s also quite well-proportioned and charming. The bezel does seem a bit exaggerated and I could imagine a more interesting presentation-perhaps with radial brushing in the style of the explorer II. The price, although appreciated for its its technological costs, is jarring for such a simple, hand-wound watch. Still, I’m sure it would work for many and will do well as is.

[@Midniteburger]

It's a beautiful watch. Small seconds, screw down crown, perfect size. But at almost 2,5k its a very high price.

[@MrQuadraaa]

Being a software engineer, it's hard for me to think of anythin else than a virtual private cloud when I see "VPC" lol.

[@derKunstler]

hey great video and great looking watch! I'm wondering why you didn't say anything about the bracelet and watch connecting. Is it a quick release? Somehow it looks like those nubsies stick out a lot. Can you feel them when you wear it? probably not, otherwise you would have mentioned them... just wondering.

[@knoppy41]

Clicked for the watch. Stayed for the funny.

[@nicholassmith7723]

I love the design and how the blue dial looks black in certain light, but E3030 after VAT is a lot. Maybe like $1800 US would make this much more compelling.

[@danielgillrup9518]

Traska targets basically the same usage occasion at 1/5th the price. This seems like a really hard sell at that price

[@kostar500]

When you buy a watch solely on the merits of features, design and desirability… I haven’t reached that stage yet 😅

[@asdfyxcv1100]

It ticks an insane amount of boxes in my book but the price tag is hefty.

[@leonaibaho]

“If you are into watches, which i wish you weren’t…” 😂😂😂

[@thedaveaftertomorrow]

Does the hardening (😳) affect the colour of the steel? Seiko did something similar and it ended up looking like titanium

[@fenilparekh4439]

Nice review, was hoping to see the watch on a leather strap.

[@user-mi3dj6gu3c]

Those are some large bezels though. But a great small nice looking watch even for a 7 inch wrist.

[@durandsimon5221]

I like it too.

[@wertj3977]

I think this is a great first watch for VPC, however it is still far too unrefined in it's current state. Dimensions, perfect, movement, great, the use of hardened steel, even better. However, that bezel is far too wide on a 37mm watch and I highly doubt it would be as legible due to it (which defeats the point of the watch), the domed sapphire crystal seems to break the case architecture in an odd way which isn't as refined as something like an omega speedmaster. And for me the part I like the least is that bracelet and total lack of integration with the case, it looks like something on a $400 watch and that's the price that I immediately thought when I saw this. $2600 can be spent on a new omega railmaster (if you find a good dealer), a preowned Grand Seiko, a Tudor 1926, and so much more which have way better movements than this.

[@FusePB]

Does it tell time?

[@1973833]

Doesn’t matter:)

[@kyleflowers2641]

Very ok watch review. Thanks, I guess ;)

[@garydoherty600]

Great video/dialogue. Lovely looking watch but seems a bit expensive to me.

[@MattSeesGray]

Man, that’s a hefty price for a Sellita movement. I like the look though.

[@nicksmith9068]

Breitling are charging alot more £££ for a Sellita. I love the look of this.

[@martinp2199]

I've been following this one since the beginning and now that it's here i'm kinda torn. I feel like putting a screwdown crown on a manually wound watch is an issue. I also feel like those indices are too thin and should have metal surroundings to match the hands. The bezel is quite bug making the watch look small but if you're going for a 36 explorer kinda vibe it works I however like the overall look of it, and adore how the main thought behind making this watch was not to make any sort of compromise, I feel like we need more of that today

[@henkrpe3249]

Feels like the lack of self-winding in a supposed gada watch with a screw down crown is absolutely a compromise for thickness...

[@martinp2199]

@@henkrpe3249You might be right, but maybe they thought making it hand wound would add to the vintage flair ? Because if the only concern was thickness, then the SW300 would have been the obvious choice (although it is a tad thicker than the SW216)

[@DavidDatura]

Very nice, great looking IMO and a near perfect spec. Pricey though, for a new non-handmade brand.

[@shinkim414]

Very nice watch but the vertical brushing on the bezel doesn’t seem like the right choice.

[@sosiansia]

Enthralling story but I cannot unsee the Grand Seiko resemblance. Crystal and hands are very reminiscent of a grand seiko and perhaps the most obvious thing is the case. It’s looks so similar to the 62GS case!! But great video sir! Can’t wait for the next one!

[@Lucalaurin]

I actually quite like it but I can't really get over the super thick bezel. I have no idea about watchmaking but to me it looks like a design choice that was made because it was too expensive/difficult to make it smaller. Also that it's brushed unidirectionally doesn't help.

[@Robert-vw3od]

This is absolutely fantastic, but I’ve seen a couple of other brands like this and the problem is to do this type of watch is very expensive because it’s quality. therefore you are only going to sell so many. There are reasons that brands like monta , Christopher Ward, Baltic and Co have been able to sell a lot of watches. This is going to go slightly above that price range which means it’s going to be limited.

[@DeanoTXR53]

Love the video! Hope you can answer this question since you're one of the few who've been hands-on with a type37: does the crystal have the "milky ring" effect? From some photos where you're looking dead on at the dial, it appears that it does. This is a big thing for my neurotic-ass, I have a hard time not focusing solely on a milky ring if it is at all present. It's a personal foible that I wish I could change. But my brains gonna brain how it brains. And I have to adjust myself to it. These look really killer, and scratch every itch... other than this one stupid little potential niggle. Thanks!

[@robbbbery]

If you wind it fully, can you screw the crown back in?

[@ssolariss]

You're terrific 😆

[@davidimannueldana]

i think not making it an automatic is a misopportunity for a GADA watch, but i guess it can have more connection to the wearer as it will need topping up every now and then

[@robcameron9351]

Very nice, well-done by them. EVERY steel watch should have hardening treatment these days. Should be standard.

[@stevem863]

I don’t like the combination of blue with that white(?) color sub dial. I like the other two colors with sub dials. Seems good. And hey, what’s $2k these days?

[@michaelfierman3256]

That's a handsome little devil.

[@YoureTerrific]

And how about the watch?

[@timothyacowin9761]

This watch is almost perfect down to every detail but I wish the Subdial was the same color as the dial with. Tasteful tick marks on it

[@trumptookthevaccine1679]

How big your wrist?

[@TheViolentTeddy]

He said 7"

[@fatrump123]

@@TheViolentTeddy*woosh*

[@micahsexton4281]

3:00

[@boringst3218]

7 incher…. Niiice

[@boobiver2111]

7 miles bro

[@liamboncodin1785]

Cant pinpoint it but there’s a japanese elegance to this watch

[@lefroy1]

A pretty watch, but for a pretty penny too!

[@Nefville]

I really like it but its going to face some tough competition in that price bracket. Like the 37mm Longines Spirit. I wish them luck, but its not for me.