Can you walk us through the story behind the name “Northern Star”?

The name "Northern Star Watch" was inspired by the dream I described earlier. After sketching the watch, I asked Noraida what we should call it. She looked at it and said, “Northern Star.” That name stuck because it reflected the central, shining star from the dream and the guiding purpose behind the watch.

Even though I had no background in watchmaking or design, I taught myself through countless hours of trial and error. I watched YouTube videos to learn how to chamfer edges, draw precise dimensions, and add polish. I spent over 900 hours developing the first concept, which I now see as amateur but it was full of passion.

I showed the design to several manufacturers. One expert from Germany told me it was too ambitious “No one will make this,” he said. But eventually, I found a highly respected U.S.-based manufacturer who believed in the vision and worked with me for two years on the first prototype.

I tried to capture the effect of the stars from my dream using light, reflections, and moissanite gems on the dial. The result was beautiful, but not quite perfect. The battery mechanism wasn’t practical, so I pivoted. I aimed for a slimmer, elegant, self-winding design and that’s how the Sentinels were born.

In August 2024, we launched our first production batch. My wife Noraida has been the most consistent support system throughout this journey. She put her own goals on hold, worked late nights with me, and cared for me through the ups and downs. Without her love, patience, and wisdom, Northern Star Watch wouldn't exist.

What values or principles does Northern Star Watch stand for?

Northern Star Watch is more than just a maker of luxury timepieces it’s a brand with purpose. We proudly support charitable causes that make real impacts. Just as the Northern Star guided explorers, we strive to be a guiding light by contributing to organizations that bring hope and change.

We stand for integrity, generosity, and resilience. A Northern Star watch is a symbol of strength, purpose, and direction. It’s about being a light for others - whether through everyday kindness or bold leadership. Our watches are crafted for those who value not only timeless style but also timeless values.

What influences your aesthetic choices?

From my 11th birthday when I received a silver and gold-tone Armitron chronograph from my grandmother I was hooked. I wore it everywhere, even in the shower. As I grew older, my taste refined. Brands like Jaeger-LeCoultre, Ulysse Nardin, Arnold & Son, and Traska inspired  me with their innovation and craftsmanship.

I wanted Northern Star Watch to stand out from 25   feet awa y unlike many mass-market designs that blur together. That led me to choose the hexagon a naturally beautiful shape found in honeycombs and snowflakes.

How do you balance luxury styling with affordability?

The Sentinel uses premium materials and costs a lot to produce. An experienced jeweler estimated its value at over $1,500 but I chose to sell it at about half that. Why create something beautiful only the top 1% can access? I want people to experience the joy and purpose of owning a Northern Star Watch. Eventually, we’ll launch higher-end collections, but accessibility matters now.

Do you follow industry trends or set your own path?

I watch trends but mostly so I can go the other way. When everyone makes round dive watches with black dials, I design hexagonal dress watches with Roman numerals, moissanite, and mother-of-pearl. I’d rather be remembered for originality than for making a “safe” homage.

Why Japanese movements?

Originally, I considered Swiss movements for their prestige. But the Miyota 9-series, especially the 90S5, is incredibly reliable, thin, and easy to service. Its smooth 28,800 bph movement makes it perfect for our debut collection.

Why assemble in the U.S.?

Local assembly lets us control quality directly. It also aligns with our mission of revitalizing American craftsmanship. We want to be part of bringing U.S. watchmaking back to world-class levels.

What’s special about your straps?

Our leather straps feature a unique 316L stainless steel “Crown Plate” engraved with the Northern Star logo. It lies discreetly on the side of your wrist almost like the watch is wearing a crown. It’s a subtle, soulful design element that makes each piece feel personal.

Do you offer personalization?

Not at this time, though customers can request a preferred serial number if available. We keep editions limited and consistent to preserve exclusivity.

Who is your ideal customer?

Someone who values bold, intentional design and personal storytelling. Whether a seasoned collector or first-time buyer, our customers often see themselves as strong, purpose-driven individuals. The Sentinel, in particular, resonates with those who see themselves as protectors and guiding lights in their communities.

What challenges have you faced as a microbrand?

Funding has been tough. Low-quantity orders often come with poor quality, so we invested heavily from the start. We also fight the misconception that microbrands are lesser than big names. In truth, we often maintain stricter quality control.Marketing is another hurdle. Competing with big-budget brands is difficult, but we’re steadily growing awareness through community and authenticity.

What are your sustainability practices?

We use lab-grown GRA-certified moissanite gems instead of mined diamonds, reducing environmental impact and ethical concerns. While we don’t use recycled metals yet, sustainability remains part of our future roadmap.

How do you see the microbrand industry evolving?

The future is about purpose, originality, and connection not just tradition or scale. Microbrands like Northern Star are gaining ground because we offer unique stories, strong identities, and uncompromising quality. We believe our blend of craftsmanship, mission, and authenticity will make Northern Star Watch a standout in this new era of independent horology.