Seven Years of Second Hour: The Australian Microbrand’s Journey of Growth and Innovation
Melbourne-based Second Hour was founded by Peter Sargison and his wife, Akira, after Peter turned a long career in technology into a passion for watchmaking. Inspired by his diving experiences, Peter designed the Gin Clear Diver, which launched on Kickstarter in 2020 and reached its funding goal in 33 minutes. A second successful campaign for the Mandala in 2021 established the brand as more than a one-off success. Over seven years, Second Hour has expanded its range with the Sattelberg, Memoir, Fusion and successive versions of the Gin Clear and Mandala. The latest Gin Clear Mk3 offers a 40mm case, 300m water resistance and improved strap compatibility, while the 50-piece Gin Clear Mosaic anniversary edition sold out. The brand continues to refine proven designs and introduce new ideas, with Peter remaining closely connected to watch enthusiasts.
Buying Time Analysis: This story shows how Second Hour grew from a diver’s first watch design into a lasting Australian microbrand by refining successful models and building a loyal community.
