Why a Sartory-Billard watch?
Form follows intent.
not convenience.
Not convention.
Armand Billard – Designer. Visual thinker. Engineer by instinct.
A self-taught industrial designer / watch maker who merges artistic intuition and technical precision.
Every creation is shaped through dialogue — with the material or the collector.
“I am a designer first and foremost, and what I enjoy most is bringing my clients’ creativity to life. With a deep passion for craftsmanship, I’ve immersed myself in the art of watch dial making, learning from skilled artisans. From meteorite dial watches to intricate guilloche patterns, I work closely with customers to craft pieces that reflect their unique vision. Whether it’s a blued dial, a stunning aventurine dial watch, or a titanium polished case, every detail is carefully considered. At Sartory Billard, our ambassadors are not celebrities but the collectors themselves—satisfied customers who take part in co-creating their own luxury wristwatch. Creating a Sartory Billard watch is more than just purchasing a timepiece; it’s an artistic journey where collectors design their dream watch, choosing everything from lapis lazuli watch dials to polished titanium cases. Whether they seek a rare meteorite dial or a striking burgundy dial, I help bring these bold ideas to life with the finest materials. This level of personalization has attracted watch enthusiasts, making Sartory Billard synonymous with bespoke artistry in modern watchmaking.”
WE DON’T FOLLOW TRENDS.
WE FOLLOW INTENT.
Every Sartory-Billard watch is a question, refined.
Sartory-Billard’s main workshop is located in Moselle, France, where I focus on every detail of the design process for my clients and also assemble the SB04 series. This is where the creative journey begins, allowing me to collaborate with customers to craft unique timepieces tailored to their desires. In addition to the assembly and design done in France, I also have a manufacturing facility in Sainte-Croix, Switzerland, where specific components and movements are produced. My network of subcontractors, based in Switzerland, Germany, and France, consists of some of the finest artisans in the industry, each a master in their respective field. This combination of craftsmanship and precision allows Sartory-Billard to deliver watches of exceptional quality and uniqueness.
WHAT IS BESPOKE ?
Not customization.
A shared vision.
Bespoke is a collaboration between Armand and the collector.
Each watch is designed — material, dial, hands, details — to express a personal spark.
The Bespoke Journey
1. Spark – The idea emerges: a memory, a color, a material, or a feeling
2. Dialogue – Sketches and conversations shape the vision
3. Creation – Materials sourced, dials developed, details defined
4. Realization – The watch is refined and delivered as a creation, not a product
Sartory-Billard Bespoke is not for everyone.
It takes time, trust, and a willingness to go beyond what exists.
But if you believe a watch can carry meaning — not just time — we’ll create it together.
Let the material speak.
Too few to be off the shelf.
Sourced from the finest suppliers in around the world, the materials chosen for the dials and cases enable Sartory-Billard to offer clients an elevated degree of sophistication. Each element is meticulously chosen to reflect both the watch’s technical excellence and its artistic flair.
Sartory-Billard utilizes a variety of exceptional materials that blend durability with aesthetic sophistication. The brand often incorporates high-grade metals known for their resilience and lightness, such as specialized steel, titanium Grade 5, tantalum along with rare stones and artisanal crafted materials for the dials, resulting in distinctive textures and unique finishes.
Our Philosophy of watchmaking
We believe form follows intent.
Each watch begins with something that stirs us: a material, a sketch, a memory.
That spark becomes a conversation.
The conversation becomes a design. And the design becomes a watch — one that speaks with clarity and soul.
At Sartory-Billard, the process of creating a watch is a collaborative journey between the brand and the client. From the initial design to the final product, clients are deeply involved in selecting materials, colors and finished, ensuring that their unique vision comes to life. Armand Billard, the founder, works closely with each customer, providing guidance and updates throughout the creation process. This partnership allows for truly personalized timepieces, where the client plays a key role in co-creating a watch that reflects their personal style and preferences.