It seems hard to believe it, but GoS (aka Gustafsson and Sjögren) have hit a milestone. They have now been creating their watches with the Damascus steel dials and accents for a decade. As part of hitting that 10-year mark, they have a few new things in the works.
First and foremost, they have a new logo that’s come out (pictured above). Normally, I wouldn’t give too much attention to a logo, but the amount of thought given to it really shows how the brand gets into the details. From the press release:
All characters have a flat top and bottom which is slightly deformed in the same way as hot steel is shaped when hit by a sledge hammer. The underlined o is an old Swedish alternative to the ‘&’-sign and was commonly used in company names based on family partnerships before the ‘&’ sign became more popular during the 20th century. It has been re-shaped to also resemble the air hammer that Johan Gustafsson use in his smithy.
Got to love when the tools of the trade make their way into the logo.
As we would expect from a watch brand celebrating an anniversary, there is indeed a watch to commemorate the milestone. Interestingly enough, they are collaborating with the well-known site WatchUSeek for this edition, creating a 5-piece collection (with the dial in the colors of the buyers choosing) with custom engraving showing up on the rotor. Why GoS + WUS? As it turns out, Ernie Romers (the guy behind WUS) was the first person to highlight what the brand was making, and brought the brand to the attention of the watch-collecting world.
Well, we may not have been at the forefront of telling you about what GoS was doing, but I am certainly a fan of what they are making now, including the ladies’ version of the Sarek which will be coming out in March. So, like many of you, I will admire the brand’s watches from afar, and bring you those photos of the lovely dials and metal work that the brand keeps on producing. For those looking to get one of your own, the WUS edition is available for $7,200, and the Sarek (both the men’s model and the upcoming ladies’ model) carry a tag of $7,800. Yes, those are prices that are outside of our normal coverage, but the beauty of the metal in these designs all but commands to be written about. goswatches.com
