Valour was founded by Albert Lai and Jayson De Castro, two lifelong watch enthusiasts turned creators based in Irvine, California: Albert is a physician and entrepreneur with a passion for design and engineering precision, Jayson a designer and watch reviewer who has spent years studying what makes a timepiece memorable. Their ambition is set out in three words — "Bold. For everyone." — bringing bold, inspired design within reach of all collectors at an accessible price, under a motto that leaves little room for compromise: anything less is simply unacceptable. Valour launched its inaugural collection on Kickstarter between November and December 2025, raising $37,838 against a $10,000 goal from 94 backers.

Its inaugural collection, Lucent, was built around dimensionality, execution and presence, and takes a distinctly playful line on the everyday watch. Case and bezel are grade 5 titanium, 39 mm across and 10.5 mm thick, 45 mm lug to lug, with sapphire crystals front and back, an electroplated dial and cast lume blocks in BGW9 and C1 Super-LumiNova. Inside is a Miyota 9039 automatic running at 28,800 vph with 42 hours of reserve and a custom rotor; water resistance is 50 m, and the watch rides on a curved quick-release strap in hybrid sailcloth and FKM rubber. Lucent comes in six colours — Sunseeker Yellow, Nova Red, Frost Silver, Eclipse Black, Aurora Mint and Astral Blue — at $525, sold in yearly pre-order allotments, with a matching collection of straps.