Attractive Opposites: A Spotlight on Atelier Holgur Frømand
On paper, a watch with a micro-rotor movement should be thinner than 13.5 mm. And a new brand should perhaps be comparatively accessible at first, especially when it comes to launching a dive watch. Using the same logic, a management consultant from Copenhagen should perhaps have looked into launching a high-tech firm rather than, say, a watch brand. In reality, however, mechanical watchmaking and luxury goods thankfully often defy rational thought — and Atelier Holgur is no exception.
Co-founded by childhood friends Asbjørn Simonen-Andersen from Copenhagen and Matthew de Bakker from Singapore, Atelier Holgur was launched in 2022 with the goal to carve out a niche in the independent watch market. Simonen-Andersen comes from a family with a long watchmaking tradition in Denmark, while de Bakker is a longtime collector of watches and avid scuba diver.
Luxury Meets Utility
With their debut model, the Frømand, the duo aimed to prove that a diver’s watch could be both luxurious and utilitarian. The 40-mm case is crafted in Grade 5 titanium, which is corrosion-resistant, non-magnetic, hypoallergenic, and water resistant to 300 meters. The case uses polished and microblasted finishes and features integrated strap bars and a black strap with a pin system, allowing visibility of the movement through the caseback. A Velcro tide strap is also included.
Speaking of the Movement
Inside is the Schwarz Etienne ASE 200, self-winding and customized for Atelier Holgur. It uses a micro-rotor, polished beveled bridges, and offers a power reserve of 86 hours. The dial features snailing and color contrasts, with skeletonized hour and minute hands outlined in black, white indices, and green luminous material for the bezel, hands, and markers. A DLC-coated unidirectional bezel frames the layout, and a small-seconds indicator is positioned at 6 o’clock.
Edition Fumé
In 2023, Atelier Holgur introduced the Frømand Edition Fumé, with dials in "Red Coral" and "Ocean Emerald". While the black-dial version is limited to 100 pieces, each fumé dial version is even more exclusive — just eight pieces per dial.
The gradient fumé dials offer a luxurious, colorful twist on the original design. The movement remains the same, and the overall language of the Frømand is preserved: tool-watch capability meets aesthetic refinement.
Tech Specs: Atelier Holgur Frømand
Manufacturer:
Atelier Holgur, Singapore
atelier-holgur.com
Movement:
- Schwarz Etienne ASE 200
- Micro-rotor, 33 jewels
- Hand-polished beveled bridges
- Stop-seconds function
- 86-hour power reserve
- Small seconds at 6 o’clock
- 21,600 vph
- Diameter: 30.4 mm
- Height: 5.35 mm
Case:
- Grade 5 titanium
- Polished and microblasted finish
- Unidirectional DLC bezel
- Domed sapphire crystal with anti-reflective coating
- Exhibition caseback
- Water resistant to 300 m
Strap and Clasp:
- Recycled textile strap with pin buckle
- Extra Velcro tide strap included
Dimensions:
- Diameter: 40 mm
- Height: 13.5 mm
Variations:
- Edition Fumé in Red Coral and Ocean Emerald
- Limited to 8 pieces each
- CHF 11,500 (Edition Fumé)
Price:
CHF 9,850 (standard Frømand)
This article was originally published in the January / February 2024 print issue. To subscribe to WatchTime Magazine, click here.
