MICROBRAND
Selten: Crafting Rare Dials from Hong Kong
From a family steeped in the art of dial-making, Selten offers timepieces where the dial is the star.
Image: source
Selten isn’t just another microbrand; it’s the culmination of generations of dial-making expertise. Founded by Leonardo Tsai in Hong Kong in 2017, Selten—meaning “rare” in German—draws from Tsai’s rich family history in crafting watch dials. This deep-rooted knowledge sets the brand apart, focusing on the dial, a component often overlooked by newcomers.
Selten’s reputation quickly gained traction. A 2021 Kickstarter campaign raised approximately $275,000 from 750 backers, signaling that watch enthusiasts recognized the brand’s authenticity and craftsmanship.
What Makes It Notable
Selten’s mission is clear: offer dial artistry typically found in luxury watches but at a more accessible price point. Techniques like meteorite slicing, bronze patination, and multi-layer enamel work—usually reserved for high-end pieces—are employed in Selten’s offerings without the exorbitant cost.
The brand’s appeal is evident. A reviewer once wore Selten’s debut Series 00—a $750 watch with a meteorite dial—among collectors of high-end brands like Patek Philippe and Romain Gauthier. The watch was mistaken for a much more expensive piece, highlighting Selten’s ability to deliver perceived luxury at a fraction of the cost.
Signature: The Grand Feu Enamel
Selten’s flagship model, the Grand Feu Enamel, marks the debut of their Métiers d’Art collection. This model represents a leap from earlier designs, featuring a 39mm stainless steel case with refined luxury elements: a polished concave bezel, brushed caseband, and elegantly styled lugs. The crown has been compared favorably to those from Grönefeld.
The dial is the centerpiece, featuring approximately 700 hand-cut lines finished under grand feu enamel. Available in five colors—such as “Rustique” red and “Sunbird” blue—and two engraving patterns (spiral or straight radiant lines), each piece is essentially bespoke.
Key Specifications
▸ 39mm stainless steel case, 10.9mm thick, 45.5mm lug-to-lug
▸ Soprod M100 automatic movement, adjusted in 5 positions (±6 sec/day)
▸ Sapphire crystal, lightly domed
▸ 50m water resistance
▸ Dual spring bar holes for strap versatility
▸ Starting at $1,899 USD
The quick-release 20mm bracelet is an $80 upgrade, with a $150 extension-clasp option, though the leather strap by HasNoBounds—a family-run business—is favored by some reviewers. Beyond the Grand Feu Enamel, Selten’s collection includes the Salvage Bronze diver and the M1 Moonphase, both showcasing the brand’s dial-first philosophy.
And at Spot.Watch — that’s always worth noticing.
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