LA-based global retailer ClassWatches is hoping to capture the under-targeted younger demographic with a new brand.
It said that Non-Stop Watches will be targeted at buyers in the 25-45 age range, with all products coming in at under $1,000 (£762).
It stated that its mid-market offerings will suit first-time buyers of mechanical watches.
“They are offered like any premium watch,” the company wrote, “with a substantial box and a two year warranty, with free shipping worldwide.
“We also have additional accessories like deployment buckles and different straps, with quick release tabs, available to customise a watch.”
Meanwhile, the company’s ClassWatches vendor has online stores on eBay and Chrono 24.
It claims to offer every major Swiss and German brand, as well as producing a line of Tourbillon watches under the Pier & Lev brand, limited to 18 pieces per year.