Form follows intent. Not convenience. Not convention.
In an industry often defined by tradition and repetition, Sartory-Billard stands apart as a celebration of creativity, individuality, and human connection. Founded in 2015 by French designer Armand Billard, the brand has redefined the bespoke watchmaking experience, allowing collectors to become co-creators of their own timepieces—each one a wearable reflection of personal taste, inspiration, and emotion.
We don't follow trends. We follow intent.
Choosing a Sartory-Billard watch is not merely about acquiring a finely crafted object—it's about embarking on an artistic journey. Armand Billard sees himself first and foremost as a designer, and what he values most is helping his clients give form to their inner creativity. The process begins with dialogue: understanding the client's story, preferences, and inspirations. It evolves into a highly personalized design phase, where every component—from the case to the dial, from the colors to the engravings—is tailored in collaboration.
This is not mass luxury. Sartory-Billard has no celebrity ambassadors. Instead, it’s the collectors themselves—those who wear the watches every day—who represent the brand. Whether a customer dreams of a titanium mirror-polished case, a lapis lazuli dial, or a hand-guilloché pattern reminiscent of waves or galaxies, Sartory-Billard brings these visions to life through masterful execution.
The result is a deeply emotional connection between creator and collector, and a watch that goes far beyond aesthetic beauty: it becomes a personal story rendered in metal, color, and craftsmanship.
Every Sartory-Billard watch is a question, refined.
About Armand Billard
Armand Billard came to watchmaking not through the traditional paths of apprenticeship or industry legacy, but through a deeply rooted passion for design. After a successful career running his own design agency, he turned his attention to horology, selling his business and diving headfirst into the world of watchmaking—a world he knew very little about at the time.
With characteristic determination, he learned the technical aspects of the craft, surrounded himself with highly skilled artisans, and began creating his first watches. His mission was clear: to blend design-driven aesthetics with artisanal techniques, and to open the door to customization for collectors in a way that had never been done before in independent watchmaking.
Today, Armand personally oversees every Sartory-Billard watch. He designs, assembles, and finishes each piece in his workshop in Moselle, France, in close partnership with a network of expert subcontractors in Switzerland, Germany, and France. This hybrid structure allows the brand to deliver watches that meet the highest standards of both artistic originality and mechanical precision.
Handcrafted in France and Switzerland
Sartory-Billard watches are the result of a Franco-Swiss collaboration. In Moselle, Armand crafts the dials and assembles the watches himself, working one-on-one with clients throughout the process. In Sainte-Croix, Switzerland, Sartory-Billard operates a small manufacturing facility where specific components are produced, complementing the work done in France.
The brand also partners with some of the finest artisans in the field, whether it’s for guilloché engraving, precious metal finishing, or movement production. This close-knit and highly specialized network ensures every Sartory-Billard piece meets the brand’s exacting standards.
Unmatched customization and rare materials
No two Sartory-Billard watches are alike. Clients can choose from a vast palette of materials: meteorite, aventurine, lapis lazuli, mother-of-pearl, ruby platinum, hand-engraved dials, and more. Depending on model and budget the cases can be crafted in Grade 5 titanium, steel, tantalum, or even precious metals. Hands, indices, engraving styles, lume colors, and strap options are all tailored to the customer’s wishes.
Every detail, down to the position of the name or the typography of a caseback inscription, is a decision made together with the collector. The result is a one-of-a-kind piece that embodies not just craftsmanship and design, but individuality.
From SB01 to SB04-E: A story of evolution
Sartory-Billard’s story began with the SB01, a personal project created by Armand Billard and Ludovic Sartory to celebrate a milestone birthday. It was soon followed by the SB02 in 2016—a playful, affordable watch with interchangeable bezels and straps.
In 2019, the SB03 marked the brand’s first serious foray into bespoke watchmaking. Then came the SB04 in 2020: a refined, classic design that emphasized material sophistication and visual purity. With a highly customizable dial and traditional round case, it became Sartory-Billard’s signature model.
To meet demand for a more compact option, the SB04s was introduced in 2023, offering the same visual identity in a 37mm format—ideal for collectors with smaller wrists or a preference for classic proportions.
Also in 2023, the SB07 was launched: an integrated sports watch with a bold design, 100 meters of water resistance, and luminous indexes. It represents a modern, versatile take on the Sartory-Billard DNA, blending practicality with elegance.
In 2025, the SB04-E ushered in a new chapter. It’s not just an evolution of the SB04; it’s a watch redesigned from the ground up. Featuring a 39.5mm case, enhanced water resistance (100m), and retail-ready configurations, the SB04-E offers a more accessible entry point into the Sartory-Billard universe while preserving the brand’s dedication to fine detail. Dials like "Ruby Platinum" and "Tantalum Hand-Engraved" are among the most striking ever created by the brand.
The Sartory-Billard philosophy
At its core, Sartory-Billard is about reintroducing humanity into luxury. In a world where speed and volume dominate, Armand Billard offers something radically different: time, care, and collaboration. Watches are produced in small quantities—just a few hundred per year—so that each client can be guided personally throughout the creative process.
This is watchmaking as art, as storytelling, and as connection. And in the hands of Armand Billard, it’s a testament to the power of design to reveal not only beauty, but identity.