Hands-On: the Beaucroft Element “Forest Green”

Since their founding in 2020, Beaucroft has worked to blend historic timekeeping techniques with a bit of modern style to create watches at an affordable price point and attract a new generation of watch enthusiasts. Located in Cambridge, England, this independent British brand has partnered with Horologium for final assembly, testing, and regulation, creating a collection of watches with notable British provenance.

Beaucroft’s newest watch, the Element, aims to become your new “GADA” (Go Anywhere, Do Anything”) watch with a touch of modern flair while retaining classic sport watch features. With six different dial colors currently available, you can find an Element to be as bold, or as stealthy, as you want.

Within the independent and micro-brand space, first impressions of a brand are a critical moment in the relationship with the consumer, setting a tone that will either be reinforced or broken over time. For many consumers out there, the unboxing of a watch is often this first impression, as many of our favorite brands ship directly to consumers. While unboxing the Beaucroft for the first time, I was greeted with a dark teal leather service pouch, embossed with Beaucroft’s logo on the front flap. While service pouches are quite common in the industry, I always like seeing one included with a watch as it allows your watch to have a transportable “home”, for those moments when it does leave your wrist.  More so, it gives an appearance that the brand knows their watch won’t always be on your wrist, but wants to ensure you’re able to keep it in top shape for as long as possible.