In Part 1 of the MiniMax story , we explained how the MiniMax brand, despite being what could be described as a start-up, is also a veteran brand with a most unusual 120-year history.

Now in Part 2, we unveil the reincarnation of the brand, the first new watch to be produced by MiniMax in well over 30 years. It's called the MiniMax Evolution, it's a Swiss-made watch with a descendency direct from grandfather to grandson, and you can order it now .

To briefly recap, the origins of this family-owned marque go all the way back to the early 1900s when the Tavannes Swiss Watch Company began producing blank dial wristwatches for companies that wanted their brand name on a watch.

The brand started life in Northern Spain in the early 1900s, with the MiniMax marque being emblazoned onto blank dials. MiniMax was doing extremely well throughout the 20s and 30s, but it was first forced to stop production, first in 1940 following a fire at the Tavannes Watch Company, and later, in 1984 upon the death of the founder José María Suárez Richard.

Now the grandson of the founder, Texas-based Daniel P. Hudson, has worked tirelessly to revive the marque, make it relevant to the 21 st century, and produce the suave and up to the minute new MiniMax Evolution dress watch.

Introducing MiniMax EVOLUTION

Unless you are arguably the greatest watch designer of all time, Gerald Genta, who claimed to have created the Audemars Piguet Royal Oak overnight and the Patek Philippe Nautilus over lunch on the back of a serviette, good watches don't just leap off the page or out of the computer and wrap themselves around your wrist. If only they did. They are nearly always an exercise in evolution, which involves plenty of experimentation and quite often plenty of late-night frustration.

The first manufacture Hudson approached didn't grasp the concept; the band and case were complicated to produce which led to a much higher retail price, a price Hudson knew many would balk at, especially for a brand whose name was about to be re-established.

MiniMax Evolution in stainless steel

Daniel Hudson, a trained industrial engineer, with an emphasis on machine design and build, went back and forth tweaking the design and parts, but the only advance was the price. There was only one thing for it, and that was to start again with a new design and a new manufacturer.

Then in 2017, the decision was made to travel to Baselworld. Here Hudson met with the two manufacturers he had been dealing with, but by chance, he also met a third and final manufacturer. This third manufacturer would be able to deliver the quality and price point for which he had been searching.

As a result of all the extra effort and attention to detail, the revised design is of superior quality, finish and feel.

The 41mm watch has all the hallmarks of a quality Swiss watch. It features what's technically called a dodecagon, a 12-sided bezel echoed within the dial. The finish is in 316L stainless steel or black PVD. The guilloched dial colors include silvery-white, black or blue.

With a screw-down exhibition caseback, milled superluminova indices and hands and a date window at 3 o'clock, the watch runs on the Sellita SW200 movement, a movement tested to be well within chronometer status in terms of accuracy and with a 38-hour power reserve.

Each MiniMax Evolution comes with a two-year warranty. In time to come it's planned to complete the family and build a GMT, a Chronograph, and a ladies' version.

Limited Edition

The MiniMax Evolution is a limited edition watch, and it's strictly first come first served. There are 125 Stainless Steel pieces with any choice of dial color and 75 pieces in Black PVD, again, with any choice of dial.

FREE Custom-built bracelet tool with every purchase

All watches come as standard with a metal bracelet and at checkout, you also get to choose one of four different styled leather bands: Black with Red, White or Blue stitching or Brown with Black stitching. A FREE custom-built tool is also included that can be used to easily swap and adjust the bracelets.


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