Sartory-Billard is an independent French boutique watchmaker specializing in bespoke and highly customizable mechanical wristwatches that put personal expression, craftsmanship, and authentic dialogue with collectors at the center of the creation process. Founded in 2015 by industrial designer Armand Billard, the brand emerged from a passion for design and mechanical art, evolving from a personal project into a globally respected name among independent watch enthusiasts. From the outset, Sartory-Billard has purposefully prioritized unique customization and individual storytelling over mass production.
The company’s design philosophy is centered on creativity, collaboration, and artisanal refinement. Rather than offering static models alone, Sartory-Billard invites clients to co-create watches — shaping dial materials (from titanium to stone or even silicon wafers), layouts, colors, and fine details alongside the founder himself. This fosters a deep connection between the timepiece and its wearer, making each creation a wearable expression of personal taste and narrative rather than a mere commercial object.
2015
Sartory-Billard was founded by French industrial designer Armand Billard as an independent watchmaking brand focused on bespoke and personalized timepieces, evolving from a personal creative project. (Brand origin)
2016
Launch of the SB02 model, designed with customizable bezels and quick-change straps, making early personalization central to the Sartory-Billard experience. (Model evolution)
2019
Introduction of the SB04 collection — a refined, classic round-case platform known for highly customizable dials and premium finishing, establishing the brand’s signature design. (Brand defining model)
2021
Release of the SB05 with higher-end movement and more refined details, marking Sartory-Billard’s progression toward greater horological complexity and craftsmanship. (Product refinement)
2023
Full reveal of the SB06 flying tourbillon with proprietary movement SBTV01, representing the brand’s entry into haute horlogerie and demonstrating technical and artistic maturity. (High-end achievement)
2025
Launch of the SB04-E collection with stronger serial-production potential and new materials such as Ruby Platinum and Tantalum Hand-Engraved, making Sartory-Billard’s distinctive design more broadly accessible. (Evolution toward accessibility)
