The South Beach's design honors a distinctive, rectangular case shape (aka "Tank") that was born during the Age of Art Deco and endures to this day. A tribute to geometric shapes and patterns, the vertical troughs of the case mimic many of the façades of the historic neighborhood’s iconic structures with their concave, convex and angular details.
Named to honor the "oroginal" Surf Club that was built by tire tycoon Harvey Firestone in 1930 and still operating today at 9011 Collins Ave. It quickly became the playground for the rich and famous. It was notorious for having liquor on the beach during Prohibition, a massive swimming pool adorned with cabanas and a variety of themed galas that featured everything from live elephants to tables made entirely of ice. It was over-the-top extravagance that set the stage for what South Beach and Miami Beach would become in the years that followed.
The South Beach - Surf Club is for people who love bold and vibrant colors. This “fun in the sun” dial features a clean, off-white dial with touches of yellow, teal and pink; colors synonymous with South Beach.
Keeping with the pool party vibe, this watch is paired with a textured, white rubber strap that is soft, comfortable and fully water resistant. A milanese/mesh bracelet and a variety of other straps will be available in the shop in the near future.
PLEASE NOTE:
- Prototype shown in photos. Full production watch is subject to minor changes/improvements.
- Watches are currently in the production phase.
- Expected Delivery: March 2026
- Price starting March 2026: $1985
- We offer a 7-day money back guarantee and a 2-year warranty on all models.
