The beginning

Bespoke watches for collectors
& enthusiasts

Sartory Billard was founded in 2015 with a simple idea – design and create timepieces that capture and express the unique history and personality of their owner. The first three model series (SB01, SB02, and SB03) put Sartory Billard on the radar of watch enthusiasts around the world. The current SB04 and SB05 families have enabled Armand Billard to further refine and develop a unique style of hand craftsmanship and incorporate it into his vision of what bespoke watches could be. The brand’s vision is global, and it translates into a wide range of customization possibilities, giving free rein to the client’s imagination. The results have been well documented by not only their owners, but the world’s watch journalists and enthusiasts.



“I truly believe that everybody has a creative part inside himself, but sometimes it’s difficult to express and I will take them by the hand, help them, expand their creativity, and I will make a watch for them.”

A former independent designer and director of his own design agency, Armand Billard began his adventure in watchmaking in 2015. His goal was to bring his own vision to the world of watchmaking, while opening new doors for the creativity of his customers. After selling his design agency, Armand immersed himself in his new profession, steeping himself in the techniques of watchmaking, which were totally unknown to him up to then.

Armand billard

With a strong entrepreneurial drive, he decided to surround himself with talented craftsmen, while focusing on learning new skills. His ultimate goal? Offer high-quality custom watches, combining the use of premium materials and advanced techniques, with all watches finished and assembled in France. Thanks to his cross-functional skills and numerous conversations with collectors from around the world, Armand Billard is now able to harness the imagination of his customers’ creativity, helping them manifest their horological dreams into highly-personalized Sartory Billard watches. Armand ensures that the customer is at the heart of his work, and ensures that they are intimately involved in the process, making them a true co-creator of their watch.


A story of improvement

Sartory Billard took its first steps into the world of watchmaking in 2015 with the creation of the SB01, a model initially intended to be a personal project to celebrate a milestone birthday, which Armand Billard developed with Ludovic Sartory. 

The following year, the SB02 took over from the brand’s inaugural model. This new model aimed to offer a “do it yourself” customization opportunity with bezels that could be changed by the customer with the use of a simple tool, and straps with quick change springs that could be changed by hand. Assembled in France, the SB02 was offered at a truly affordable price.

Sartory Billard then launched the SB03 in 2019, a new model that once again aimed to satisfy his customers’ quest for personalization. This watch position itself as an exceptional timepiece that reflects the personality of the wearer.

SB04 & SB05

In 2020, after a great deal of experimentation and research, the SB03 gave way to a more polished and refined vision of a customized watch: personalization paired with high-quality materials – the SB04, a watch with a more classic round dial, evoking a return to authenticity, while highlighting sophisticated materials and techniques.

Over the years, Sartory Billard is keeping its promise of customization possibilities: the SB04 is capable of meeting various creative requirements, giving customers the opportunity to unleash their most prodigious ideas. The success of the SB04 led to the creation of the SB05 in 2021. 

The SB05 sports a slightly smaller dial, a better movement and more finely refined details, resulting in a significantly higher quality watch. This pursuit of excellence led to a partnership with Comblémine for the production and assembly of the model, a manufacturer located in Switzerland and well known for working with talented independent watchmakers. 

Recently, Sartory Billard had the honor of seeing its SB05 “Black Mother of Pearl and Dark Grained Titanium” model selected for the GPHG 2022.



With a maximum production of 125 SB05 models per year, the amount of orders is deliberately limited. Armand Billard works alone, which allows him to remain close to his customers and have real discussions with them, enabling them together to achieve unique creations that poetically reflect their story and personality. 

Thanks to its independent manufacture status, Sartory Billard has the freedom of time and creativity, allowing the production of exceptional timepieces that stand out in a market where industrialization is increasingly present.


The client is kept informed of the creation process in real time, which allows him to actively participate and add some details to his watch if needed.

The watchmaker encourages the customer to play with colors and materials, and also gives them the possibility to add a personal phrase to the back of the watch, once again pushing the customization process to its peak.

Once the customer is happy with the design, it takes between 6 and 9 months to bring his creation to life. In a world where everything goes faster and faster, Sartory Billard gives meaning back to the purchase of an object such as a high-end bespoke watch, making patience an admirable value again. There is, finally, a real satisfaction in waiting for such a personal and exceptional piece.

SARTORY-BILLARD is merely a canvas for your imagination. Dare to dream and dive through the experience as Armand helps make that dream a reality on your wrist.