Next we meet Andrew Durr, Founder of Sortie Watches, and someone who has lifelong passions for horology, aviation and history, along with a pride in Britain. Growing up near Biggin Hill Airport, he was captivated by the sight of iconic aircraft soaring overhead, an early inspiration that shaped his admiration of aviation and its stories. With a passion for watch design, he wanted to create something more than a typical tool watch.
We hear his fascinating thoughts and views on business, current priorities and what is next on the horizon for him and the company.
MWM: How is business?
AD: Having officially launched the business in November with a short pre-order phase and now with our collection fully stocked, I feel we’ve got off to a strong start. As a completely new brand entering a crowded market, standing out is always a challenge, but I’m delighted with the overwhelmingly positive reception the watches have received and am encouraged by the strong following that’s already forming.
MWM: What are your current business priorities?
AD: Our focus this year is on building awareness of Sortie Watches and the BH1000 collection. We plan to do this through press, watch shows, and hands-on watch reviews, giving people a genuine sense of the watches, as well as the opportunity to see and experience them in person.
MWM: Tell us something we don’t know about Sortie watches?
AD: One thing people may not know is that when designing the BH1000 collection, we didn’t start with a movement or a price point, we instead started with two key considerations: how we wanted the watch to make the wearer feel; and what would honour the story of RAF Biggin Hill. Every design decision ultimately came back to those key principles.
MWM: Which watch do you wear?
AD: I rotate between three models daily, but I always find myself coming back to the Alpha Green. I just love the way the green sunburst dial catches the light, whether it’s sunny or gloomy (as is often the case in the UK), there is just something about that dial in particular that feels special.
MWM: Which watch would you like to own?
AD: As a watch enthusiast, that list is long. But my dream watch would be the Roger W. Smith Series Five. Beyond its stunning design, it represents the exceptional craftsmanship and care that go into creating a truly remarkable British watch, a legacy that I deeply respect.
MWM: What do you like best about the Watch business?
AD: I’m fascinated by design and I love seeing how different watchmakers approach their designs, depending on the story they want to tell and the experience they want the wearer to have. When designing the collection, we agonized over every detail of the watch to ensure the end product conveyed the story we wanted to tell.
MWM: What don’t you like about the Watch business?
AD: As a new brand, and a microbrand at that, the biggest challenge was always going to be gaining recognition and standing out. The watch market is exciting and dynamic, but with that comes lots (and lots!) of competition from many other incredible brands, both small and large. Finding ways to spread awareness of Sortie Watches with a finite launch budget hasn’t been easy and beyond that, ensuring that when people do discover our brand, that it’s one they can connect with.
MWM: What is next on the horizon for you?
AD: We’ll continue to focus on building awareness of the brand and our current collection. We will be exhibiting at a number of watch shows in the UK this year, so we are excited to connect with fellow enthusiasts.
In terms of new collections, we have plenty of ideas for what could come next, but it’s important to us that we take the time to listen to our customers to ensure the next step for the brand is the right one.
Andrew Durr is a Friend of MrWatchMaster