Beachmaster - what's in a name?

We’re not just plucky Brits jumping on the band wagon to use the word “master” in the name Beachmaster. There’s a different level of authenticity in the name, that’s a match for the effortless performance of this extraordinary watch.

The original Beachmasters

Beachmasters are hybrid Naval Officers. They are front line soldiers, communications experts, topographical Geologists and supervisors of enemy prisoner transfers. They are logistics managers controlling beach arrivals, casualty evacuation, unloading supplies, creating safe routes, freeing disabled vehicles, and clearing wrecked landing craft.

In WW2, Beachmasters played a pivotal role in the success of the D-Day landings, operating under intense fire, they were the traffic cops of the amphibious invasions, making sense out of chaotic coastal environments with absolute authority over their sector to prevent bottlenecks that could turn a landing into a disaster.

Beachmasters were elite sailors, also skilled in land combat, landing in the earliest waves to reach enemy beach heads. Their word was law, outranking anyone else in their sector to make sure people, supplies and equipment reached their intended destination.

Mission Ready

Creating a watch called Beachmaster was a significant undertaking that we took fully onboard to do it justice. The resulting watch is totally unique and mission ready, blessed with patented 24hr and 60 minute timing that remains hidden until required – at which point it performs at the highest professional level in all conditions.

But it’s not just military operators who find the Beachmaster’s operational capabilities so compelling. A canoeist, SUP user, sailor, using a marine chart that has plus and minus hours to high water, has the perfect tool to keep track of tide times over hours (not just minutes) with nothing more than a single turn of the timing bezel. In fact as avid water users ourselves, Beachmaster has very quickly become a natural part of our equipment, allowing us to keep a gentle eye on high or low water – essential for safety on the water.

Beautifully resolved

We talk about heritage and function so much with Beachmaster because it’s a watch brimmed with useful features but we’re perhaps guilty of not saying how beautifully resolved it is on the eye and on the wrist.

“I have worn the first Beachmaster prototype (Automatic, bronze case and bracelet) for over 4 years. It’s my go-to, it carries my stories and the odd scar from many crashes, down-hilling on the mountain bike and wing foiling. Out of all the watches we create, for me it’s timeless, so easy to wear, gorgeous to look at and has earned a big place in my heart.”

Ian Elliot, Co-Founder