Welcome to Revolution’s new e-commerce concept shop. As we move forward in this new direction, we do so with the intention of uniting all the editorial expertise we’ve spent well over a decade honing and refining together with our print, web and social-media enterprises to bring you an e-commerce offering of watches with extraordinary stories that represent what we feel are the most legitimate, authentic, thrilling and seductive timepieces in the world today.

What about the subject of editorial integrity? The truth is our move into e-commerce will actually enhance the strong stance we’ve always taken on championing what we honestly feel are the best watches made by the most visionary and authentic watchmakers. With a move away from reliance on print advertising, we can focus on deepening our story-telling about all the timepieces that we truly love and the people who make them.

Each and every watch you see on the platform will only be something that I love and would buy myself. Does this mean we are intentionally going to eschew the 80 percent of ticking “product” out there that is bereft of soul and designed by committee? Yes, it does. Does that mean you will like everything we offer? Possibly not, but in each instance, I hope you see the sincerity behind the stance we take.

OK, now that is out of the way and we’ve established that Revolution’s e-commerce platform is all about curating what we feel are the most enthralling and tantalizing mechanical watches on the planet, what will we bring you? Well, I tell you what we won’t – watches that you can easily find elsewhere.

Will we list special editions that we’ve created in collaboration with other brands? Yes, we will. As you read this we are poised to unveil our collaborations with Hublot, TAG Heuer, Zenith, IWC, Chopard L.U.C, Bell & Ross and many more. Each of these watches has been a true labor of love and goes far beyond an aesthetic interpretation or the reissuing of a vintage model. In the case of Zenith, the watches we offer will be based on our exclusivity to create Type 2 military chronographs using the featherweight but super-tough ceramicized-aluminium case material first introduced in the brand’s collaboration with Range Rover. With IWC, we will not only create a whole family of limited-edition watches, but with our sister publication The Rake we will curate an entire collection of highly evocative tailoring-based clothing and accessories, from the world’s most sumptuous shearling flight jackets to a chocolate velvet smoking jacket.

Will we offer pièces uniques watches made by some of our favorite artisans? Absolutely! We’ve long loved the craft of engraving, but we’ve always wanted to paradigm-shift this art form away from its baroque ornateness and connect it with the iconography of the modern world. Together with URWERK – the brand that defined an all-new time-telling language – and the former James Purdey and Sons master engraver Johnny “King Nerd” Dowell, who is now a full-time member of the Revolution staff, we are proud to unveil our very first engraved pièce unique, the URWERK x Revolution UR-105 Samurai Bronze.

Will we work with the most innovative customizer in contemporary horology? Hell yes. To us, George Bamford is more than a modifier but a trailblazer, a man able to reach into the collective consciousness, delve into the inchoate desires and extract from them precisely the version of the blacked-out badass luxury timepiece we would like to wear. But the factory-authorized collaboration with our friend George will comprise of watches only in unique executions exclusive to Revolution.

Will we do vintage watches? Yes, but only ones we have a huge affinity for and that are not over-represented in the market. But most importantly every timepiece we list will be placed in the context of a story. And that story will be written at the highest journalistic level, and written by some of the world’s greatest horological luminaries like our vintage Tudor and Rolex expert Ross Povey, because my feeling is that e-commerce writing should never be executed at a lower standard than traditional journalism. I want to give you the best story you’ve ever read on a timepiece and then also give you the assurance that it is something that we have specifically selected or co-created and that we stand behind the watch and 100-percent guarantee it as authentic and awesome.

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