To some of you, the name Jonathan Ward may sound familiar. Some may recognize him as the man in charge of ICON 4×4, a Los Angeles company known for breathing new life into vehicles that may have otherwise been considered too vintage to even run again, and updating these classic cars with modern inner workings to create the ultimate blend of modern and vintage. Others still may recognize him as the focus of one of the most unique episodes of “Talking Watches” I can remember. But none of you will remember him as the owner and CEO of ICON Watches…until now, that is.

The brand’s first release is called the “Duesey,” a name taken from the Duesenberg SJ, the vehicle that inspired Ward with the design and functionality of the timepiece. That particular car, in a number of its model lines, features not only mechanical timekeeping on the dashboard in the form of a mono-pusher chronograph, but also with a digital readout display for the regular time.

Duesenberg SJ, 1935
Source: RM Sotheby’s

That digital display is what inspires the ICON Duesey. On a spec level, the Duesey is 42mm in diameter. The case, though it appears steel in the press photos, is confirmed by ICON directly to actually be grade 2 titanium, sandblasted on the case and with a high polish on the bezel. It also makes use of a domed sapphire crystal.

ICON Duesey caseback displaying the ETA 2892 base jump hour movement

When it comes to the movement, the Duesey features a highly modified ETA 2892A2 featuring a Dubois-Depraz 14400 module atop this ETA base (the Dubois-Depraz 14400, for the record, is that manufacturer’s jump hour caliber). The piece, in total, will be limited to just 50 pieces, and it is unclear whether or not there will be further versions of this model going forward, or if ICON will devote their focus solely to one model line at a time.

The Damage:
Each one of the 50 numbered pieces will cost $11,500.