A former Peers Hardy watch designer has branched out on his own to create a new UK-based watch brand, Phantom Watches.
Martin Russell has launched the first line of watches under the Phantom brand after receiving funding from the Start Up Loan organisation.
Russell has said that his vision for the brand is to "create a contemporary British watch brand at an affordable price point and not to over complicate the product".
There are five designs in the first Phantom Watches collection, which have RRPs of £130. Each has a simplistic design with a sandblasted stainless steel case, slim crown and Italian leather strap with waterproof nubuck lining.
The watches are powered by Miyota quartz movements and offer a calendar function and water resistance to 10ATM.
Russell, who worked as a product designer at lifestyle accessories brand Breo and a watch designer at Peers Hardy before setting up Phantom Watches, said that the brand is already piquing interest in the market.
He said: "Phantom timepieces have been created using my own personal preferences on modern design combined with the latest watch trends. I wanted to make sure the overall design looks and feels great on the wrist. The watches take inspiration from what’s around us and keeping each design really clean and simplistic was very important to me.
“We have had some great interest for the brand so far and I expect the watches to sell very well. There is already a Collection Two in the making which will feature a collaboration with British heritage brand Harris Tweed.”