Unless you’ve been living under a rock, the name Dennison should already be on your radar. The brand’s story stretches back to 1874, when Aaron Lufkin Dennison, co-founder of Waltham USA, established a case-making company in Birmingham, England. What followed was nothing short of remarkable: Dennison quickly became one of the most respected case makers in the world, supplying the likes of Omega, Rolex, and IWC, with production peaking at over 100,000 cases per year.

But like so many great names in watchmaking, the story came to an abrupt end. In 1967, after nearly a century of success, Dennison was forced into insolvency and closed its doors.

Fast forward to 2024, and Dennison has been reborn—revived like a phoenix rising from the ashes. Crucially, the new chapter stays faithful to the brand’s DNA by focusing on what Dennison always did best: cases. The result? A watch that feels as though it could have naturally existed had the company never folded.

At the heart of this rebirth is the A.L.D. collection, named in honour of Aaron Lufkin Dennison himself. The designs come from none other than Emmanuel Gueit, famed for creating the Audemars Piguet Royal Oak Offshore. His work with Dennison feels almost uncanny—like these watches had been quietly hidden away since the 1960s, only to resurface decades later, perfectly intact.

The result is a collection that bridges Dennison’s illustrious past with a compelling future. It’s not about nostalgia for nostalgia’s sake—it’s about continuity, legacy, and a vision of what might have been if history had taken a different turn.

Fast forward to today, and Dennison’s rebirth has given us the A.L.D Collection, a range of elegant dress watches that are causing serious ripples in the watch world. At first glance, these pieces look like they should sit comfortably in the several-thousand-pound bracket—think Piaget or vintage Audemars Piguet. But here’s the kicker: they retail for just £520.

We were lucky enough to have one sent over, and while I’ll admit it’s a little too small for my wrist (and I’m not exactly a “dress watch kind of guy”), I found myself thoroughly enjoying the experience. The watch is so slim and comfortable that you barely notice it’s there—until you catch the light and the dial sings back at you.

The case itself is fascinating: a half-cushion, half-ellipse form measuring 37mm x 33.5mm and an astonishingly thin 6.05mm. Its shape feels fluid, shifting in character depending on the angle you view it from. This versatility, paired with the minimal lines, gives it an undeniably timeless aesthetic.

The model we had featured a natural Malachite dial, a vivid green stone with swirling bands and tonal depth. It’s paired with a matching embossed green leather strap and a bespoke pin buckle that echoes the case’s elegant curves. Slim rhodium-plated hands and a high-polished stainless steel case keep the overall look simple, allowing the dial to command the stage.

And what a stage it is. The dial is undoubtedly the star of the show, with options including Tiger’s Eye, Lapis Lazuli, Aventurine, Rubellite, and of course, the Malachite we tested. Each comes with a colour-matched strap, making every variation feel cohesive and considered.

A sapphire crystal sits flush with the case, while the recessed crown keeps the silhouette sleek without sacrificing usability. Inside ticks the reliable Swiss Ronda Quartz 1032-1. With no seconds hand, you don’t get the giveaway quartz tick, which enhances its serene, almost “mechanical” feel. Apart from the discreet Dennison signature, the dial feels refreshingly uncluttered. This is a watch where less is most definitely more.

The Dennison A.L.D Collection is proof that heritage, elegance, and refinement don’t have to come with eye-watering price tags. For under £600, you’re getting a design that could easily be mistaken for a vintage Piaget or AP, executed with thoughtfulness and taste. For me, that makes this one of the most compelling dress watch propositions of the year.

Personally, I find myself wishing for a larger version down the line. I’m simply not accustomed to such a slim and compact form factor, and right now, it feels just a touch outside my comfort zone. For the moment, I can’t quite see this watch finding a permanent home in my collection.

That said, perhaps when I eventually grow into the elegance of a true dress piece—and if Dennison decides to scale things up—a future iteration might drop straight onto my wrist. Until then, I’ll admire it from afar, fully appreciating the beauty and refinement it brings to the table.