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Founded in Detroit in 2013 by designing duo Amy and Patrick Ayoub, the Detroit Watch Company recently introduced the latest addition to its collection with the M1 Woodward automatic with a custom-decorated Valjoux 7750 chronograph movement showcasing the DWC Fleur-de-lys logo.

The Fleur-de-Lys rotor decoration echoes the same patterns found on the flag of Detroit.

Visible through the sapphire crystal back, the Fleur-de-lys decoration adds a subtle touch that speaks to the local provenance of the brand as the same patterns grace the flag of Detroit.

The DWC logo is visible on the rotor.

According to founder Patrick Ayoub, the M1-Woodward Avenue is a highway notably referred to as Detroit’s Main Street and follows the route of the old Saginaw Trail that linked Detroit with Pontiac, and at the time, Flint and Saginaw. Originally created after a devastating fire in 1805 and one of five principal avenues in Detroit devised by Augustus B. Woodward, it derived the “M-1”designation thanks to its heritage as the location of the first mile of concrete roadway.

The Detroit Watch Company’s M1 Woodward chronograph with white dial.

The watch itself is a full-figured stainless steel 44mmx14.5mm beauty and one of the best values on the market for such a beautifully designed and well-built structure framing a fan favorite movement within.Even though offered in very limited editions, if this watch was put to market by ANY big Swiss name brand you could fully expect to see the price as double the $1,895 that the Ayoub’s ask for their work. More at www.detroitwatchco.com