British brand Apair may have only launched in 2022, but they’ve already made a name for themselves as one of the more daring new voices in modern watchmaking. Their debut model, the Invenire, stirred plenty of interest — not least because the team behind it came to watches from a completely different background. Now, with their second release, the Gen 1.0, Apair has turned things up a notch, delivering something even bolder for those craving true originality.

The brand’s mantra, “Impossible Watches, Made Possible,” couldn’t be more fitting. In traditional watchmaking, creativity often hits the wall of practicality — the limits of what can be engineered or manufactured. Apair’s approach, however, borrows technology and thinking from outside the industry, finding shortcuts that turn the previously unachievable into reality. It’s a fresh perspective that feels more Silicon Valley than Swiss Valley — and that’s exactly what makes it exciting.

They’ve refined their additive manufacturing and 3D printing expertise with each release, learning what works — and just how far they can push their designs. By building metal layer by layer instead of carving it away, they’ve unlocked the freedom to create forms, textures, and structures that traditional methods simply couldn’t achieve.

They’re not the first to dabble in this kind of tech-driven watchmaking, but they’re definitely part of a new wave of brands doing it with genuine intent. Not just for the sake of novelty, but to really push what’s possible — creating pieces that feel futuristic, yet refined. Watches that not only look different but challenge how we think about weight, strength, and what a mechanical watch can actually be.

The Gen 1.0 is their latest example of that mindset. Crafted from Grade 23 titanium, it comes in at 39mm wide, a delightfully slim 9.2mm thick, and 43.75mm lug-to-lug — wearable, sleek, and perfectly judged. From a distance, you could mistake it for another cool, contemporary design. But get closer, and you realise it’s a completely different beast.

The case is built in three parts, with the caseback acting like a cradle that holds the rest of the structure. The lugs and walls flow organically, almost sculptural in their form, but still very technical. Nestled inside that cradle is a single 3D-printed titanium midcase and dial — a hypnotic network of metallic waves that catch the light from every angle. It’s got that spider-web texture to it, almost alive, with each gentle rise subtly hinting at the twelve hours beneath. A gold anodised aluminium plate sits below in this Dawn version, adding depth, warmth, and just the right amount of drama.

Apiar’s Gen 1.0 is, for the most part, a proudly British creation — everything but the La Joux-Perret G101 automatic movement is made close to home. Sustainability runs deep in Apiar’s DNA, and keeping production local isn’t just a nice marketing line — it’s a genuine commitment. The brand partners with Apex Additive Technologies in Ebbw Vale, Wales for the 3D printing, and nearby FN Manufacturing handles the CNC work before everything comes together at Horologium for final assembly. Their open-book approach to manufacturing, listing every collaborator involved, is refreshing — and frankly, impressive.

Founders Matt Oosthuizen and Sam White deserve a nod for taking such a bold step. Introducing new technology into an industry so steeped in tradition takes serious conviction. The textured, almost raw aesthetic may not win over every purist, but that’s hardly the point. The brand’s mission is to spark curiosity — to show what’s possible when innovation meets courage.

We’re still a little way off seeing this kind of production become the norm, but Apiar isn’t chasing convention. They’re leading from the front, proving that the future of watchmaking doesn’t have to be polished smooth — sometimes it’s the rough edges that move things forward.

Forged layer by layer, the Gen 1.0 feels less like a watch and more like a glimpse into what tomorrow’s watchmaking might look like.