Sher Kids

When it comes to kids’ watches, the market is flooded with plastic cases, loud colours, and the same tired dial designs we’ve seen for decades—yawn. They also assume your child already knows how to tell the time and has mastered our 60-minute system. Spoiler: many haven’t. You can try to teach them, sure, but for most kids, it’s still a confusing time—pun very much intended.

Enter the Sher Kids watch.

Underneath the sapphire crystal is where the real magic happens. Sure, a fully lumed dial is a great start—but it’s the dial’s architecture that truly sets the Sher Kids watch apart.

Skeletonised sword hands and a punchy red seconds hand make legibility crystal clear. The dial is cleverly segmented with alternating light and dark sections. Making it super easy to spot which hour you’re in as soon as the hour hand enters a sector. The minute hand? It points precisely to clearly printed minute markers, with enlarged numerals at each five-minute interval to help kids get a solid grasp of time. Unlike most kids’ watches, this one includes every detail—each individual minute is clearly marked, turning time-telling into a simple game of “where do the hands land?”

So how has no one done this before? Maybe everyone’s simply overlooked the obvious. But for Darren Sher—CEO, brand founder, and the heart behind the Sher Kids watch—this wasn’t just about filling a gap in the market.

Diagnosed with severe dyslexia as a child, Darren spent years struggling with something many take for granted, learning to tell the time. Now a father himself, he set out to create a watch that makes this simple daily task more intuitive, accessible, and empowering. For his own kids, and for others who face the same challenges.

The result? A watch that’s not just clever, but genuinely meaningful.

It’s obvious this watch was designed by a true enthusiast. Calling Darren Sher just a “watch enthusiast” is selling him short. With Mil-spec-style hands, a fully lumed dial, skeletonised sword hands, and a sapphire crystal, the Sher Kids watch is packed with thoughtful nods to classic watch design. This isn’t a novelty—it’s a serious piece of kit, just scaled down for smaller wrists.

But Sher is more than just a kids’ watch brand. It’s a family project at its core. Darren brought his eleven-year-old son in from the very beginning—he helped make key design decisions and even contributed to the advertising campaign. His wife, also his business partner, and their daughter have both played important roles in bringing this vision to life.

For Darren, this is about more than watches. It’s about building something lasting—a legacy for his children, and a brand that proudly carries the Sher name into the future.

Starting a new watch brand is no walk in the park—it’s a path riddled with hurdles, unknowns, and more acronyms than you’d care to learn. For Darren Sher, diving into this world without prior experience in design or manufacturing was, understandably, a daunting leap. But thankfully, he didn’t have to go it alone.

Enter Radcliffe Watches, and its founder Tayeb Boussalia. Darren had previously backed Radcliffe’s tourbillon model as an investor, and through that, a friendship formed. Tayeb’s transparent approach to watchmaking—no smoke, no mirrors, just honest insight and even factory tours—proved invaluable. He openly shared how and where he makes his watches, bringing a breath of fresh air to an industry that often keeps things vague.

So when Darren needed help navigating the early stages of his own brand, Tayeb stepped in. With a simple introduction, one of the biggest challenges of starting up—finding the right manufacturing partner—was already off to a solid start.

The Sher Kids watch is currently in its pre-launch phase, with shipping expected around June or July this year. An initial batch of 300 pieces has been ordered to get things rolling. Though I have a sneaking suspicion Darren might have underestimated just how popular these will be. Given the typical three-month restock window many microbrands use, I fully expect these to vanish as soon as they land.

One of the biggest challenges? Hitting that sub-£100.00 price point. But at £95.00, Darren’s nailed it. It’s perfectly positioned—accessible, but still packed with quality. I can easily see this watch sitting proudly in both brand boutiques and online stores. It’s a brilliant concept: buy yourself a watch, and pick up a proper, built-to-last version for your son or daughter at the same time.

Honestly, what better way to get your kids into watches than with something this cool, considered, and thoughtfully designed?

The Sher Kids watch isn’t just another children’s timepiece—it’s a game-changer. Designed with the same level of care and consideration you’d expect from a full-size enthusiast watch. It blends functionality, durability, and thoughtful design in a way that genuinely serves its audience. From the 32mm stainless steel case and fully lumed dial, to the cleverly segmented layout that helps kids learn to tell the time. This watch brings serious specs to young wrists in an accessible package..

The brand’s story adds even more heart. Born from Darren’s personal experience with dyslexia and his own struggles with learning to tell the time, this project is about more than just watches. It’s about inclusion, education, and legacy—something he’s building with the help of his family.

OK, for transparency, I do know Darren—through his podcast with friends G and Matt. (That Watch Podcast seriously, go give it a listen if you haven’t already). When he announced he was making a kids’ watch with specs like this, and at £95.00, I knew I had to be first in line for an interview.

This watch is Darren’s foot on the ladder as a brand, and with his mission to represent underserved groups, I can’t wait to see where it takes him. Honestly, I can see this blowing up and going interstellar once it launches—and I truly hope it does. Why do we keep assuming kids just want a plastic, disposable watch? Give them something real, something built to last, and something that actually helps them learn to tell the time. What’s not to love?

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