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Aviator | Fuck 9-5I added this dial because I wanted one for myself. That's the honest truth. I was sitting at my desk one Tuesday afternoon, staring at a spreadsheet, and I thought to myself if I'm going to wear something on my wrist all day, it might as well say something I actually mean. "Fuck 9 5" isn't a brand statement, but a personal one. I built this business because I didn't want to spend my life in fluorescent lighting waiting for Friday. Maybe you're already

The two-tone construction adds warmth without being flashy

Wear it like you don't care

distinctive enough to be remembered

The matte black dial and the rotating ceramic bezel that clicks like it means it

The watch sat just below his cuff

The exposed screw bezel grounds the watch in its century-long heritage

The platinum president was perfect

The original sells for around $15

Slate grey dial with an ombre fade

full steel construction with a black leather strap

The collaboration that nobody saw coming and everyone immediately wanted

A customer from Sydney wrote in last month and told me this was his first "nice" watch