FROM HUMBLE BEGINNINGS TO THE LIMELIGHT
Second Hour stands apart in a world awash with mass-produced and pretentious timepieces. It is a small yet fiercely ambitious watch brand that has quietly redefined what it means to create exceptional, accessible horology.
With a philosophy rooted in precision, creativity, and timeless aesthetics, the brand is a shining example of how passion and craftsmanship can thrive against the odds.
Founded six years ago, Second Hour represents far more than just timepieces—it’s a testament to resilience and the art of independent watchmaking.
“A good watch isn’t about price or prestige,” says Peter Sargison, the brand’s founder. “It’s about how it makes you feel—on your wrist and in your life.”
His words echo through every meticulously designed model, each one embodying the pursuit of perfection that defines the brand.
THE FUSION OF FUNCTION AND MEANING
What began as an idea has evolved into a beacon of innovation, celebrated for its commitment to quality and bold designs that never lose sight of elegance.
For Peter, Second Hour is not merely a business—it’s a calling. For those fortunate enough to discover the brand, it reminds them that true artistry lies in the details.
Peter’s love for watches is as personal as it is professional. “I generally only wear my own,” he says, reflecting on his process of trial and refinement. Among his favourites is a prototype for an upcoming model named Fusion. With a slim 10.5mm profile and bold yet discreet design, it embodies the meticulous attention to detail that defines Second Hour.
For Peter, it’s not about grandiose stories imposed onto the design. Instead, meaning arises organically—through the painstaking process of creation and the subtle interplay of aesthetics and function. “It’s the culmination of effort, beauty, and how it feels on the wrist,” he explains.
His dedication extends to the tiniest details, from the curve of the lugs to the interplay of dial colours. “A good watch,” he says, “pleases your eye, sits well on your wrist, and gives you pleasure to wear.” It’s a philosophy rooted in authenticity rather than superficial opulence.
AN UNEXPECTED PATH
Before Second Hour, Peter led a very different life as a business analyst—a career he still dabbles in. His academic background in politics and history might seem worlds apart from watchmaking, but his analytical skills and creative instincts have proven invaluable.
“I chased a career and money for years, but there was always this pent-up creativity,” he admits. Launching Second Hour was a leap of faith, and it hasn’t been without sacrifice.
Peter is candid about the challenges of balancing a young family and a watch brand. “The current market demands smarter, not harder work,” he says, underscoring the need for innovation and adaptability.
BUILDING A BRAND THAT MATTERS
What draws people to Second Hour? “Quality that exceeds the price point,” says Peter. Customers often mention the brand’s unique dials, elegant designs, and ergonomic fit. Watch enthusiasts have taken notice, too, championing the brand online and helping it gain a loyal following.
Yet, breaking through the noise in a crowded industry remains a challenge. “The amount of work we put in feels like it should justify more attention,” Peter muses, echoing the sentiments of many independent brands. He recounts watching other microbrands catapult to success by endorsing prominent influencers—a testament to the power of visibility in today’s market.
INNOVATION THROUGH DELIBERATION
While many brands chase rapid release cycles, Second Hour has adopted a slower, more considered approach. “We’re focusing on getting everything right,” Peter says. This includes refining supply chains, experimenting with new materials, and enhancing existing designs. The brand is also exploring custom movements, a step towards cementing its reputation for quality and innovation.
Marketing, too, is a key focus. Peter acknowledges that storytelling is an area where he seeks to grow. “We need to connect people emotionally to our watches,” he notes. He embraces a challenge with the same meticulousness that defines his craft.
A VISION FOR THE FUTURE
Peter’s aspirations for Second Hour are both ambitious and grounded. “I’d like us to be mentioned among the top five microbrands,” he says. He envisions expanding into new markets, establishing a retail presence, and fostering collaborations with like-minded brands. At the heart of it all is a commitment to delivering exceptional value without compromising ethics or creativity.
Peter doesn’t see success as being about flashy displays. Success means creating something meaningful, both for himself and his community. Whether through anonymous charitable contributions or simply being present for his family, he measures success by the impact he can make.
TIME WELL SPENT
Second Hour’s journey is a story of passion, resilience, and the enduring allure of craftsmanship. It reminds us that watches are more than just instruments—they reflect the people who create and wear them.
The legacy Peter is building is one of quality, authenticity, and a deep respect for the art of watchmaking.
Second Hour is not about loud statements or fleeting trends; it’s about enduring craftsmanship and a profound respect for the artistry of watchmaking.
For Peter, the journey isn’t just about creating beautiful timepieces—it’s about building a legacy that resonates with those who value quality, authenticity, and purpose.
