Ep #64: Bespoke Watchmaking, Creating Memories & The CP7 Challenge with Armand Billard from Sartory Billard
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Join Parm and Andy as they sit down with Armand Billard, one of the two founders of Sartory Billard, whose handcrafted dials and collaborative approach have earned him a devoted following in the world of independent watchmaking. From titanium canvases to iridescent guilloché, Armand shares how emotion, elegance, and experimentation shape his horological philosophy.
We begin with the origin story of Sartory Billard, discovering how Armand transitioned from the corporate world at Alcatel to pursue the vision rooted in beauty, craftsmanship, and emotional connection. That being his horological passion, the very special and unique independent watch brand Sartory Billard. He explains how client-led customisation became the brand’s signature, turning each watch into a deeply personal collaboration. As the boys dig deeper into the ethos Armand strives to uphold, he reflects on the power of colour, texture, and storytelling in dial design, revealing how each element is chosen not just for aesthetics, but for the feeling it evokes and emanates.
This episode also explores the broader indie watch scene, with Armand offering candid insights into its evolution and the growing appetite for personalisation. We throw in an extra twist to the show with a CP7 Challenge for Armand, where Parm and Andy set him a very special task.
Whether you’re deep into the indie watch scene or just discovering the magic of bespoke horology, this episode is a masterclass in watchmaking as art. So buckle up and enjoy the ride as we talk about creating bespoke watches and horological memories.
Check out Sartory Billard's watches and the bespoke watchmaking process on their website at:
First up, we have the wristwatch checks: Armand is wearing his SB04-E Aventurine Dial paired with a fresh white rubber strap, followed by Parm with his G-Shock GA-2100. We finish the wrist checks with Andy and his two-tone Chopard St. Moritz, featuring a slate dial and factory diamond-set indices.
A shot of the boys when they met up with Armand at Watches & Wonders earlier this year.
Now we take a look at some of the Edition ranges from Sartory Billard. Starting with examples from the SB04-E range, from left to right we have the new Small Bang Blue and Green, the Ghost Silicon, the Pietersite Platinum, and finally, the Tantalum Hand-Engraved, the watch Andy mentioned in the show, though he accidentally said it was titanium instead of tantalum.
We now turn to the SB05 range, featuring two collaborations: the Uchū with Revolution, and the Sunfl0wer with Studio Underd0g.
We now turn to two examples from the SB07 range: the SB07 GMT Milano, a collaboration with Great Masters of Time, and the SB07 Maki-e, a collaboration with Martin Pulli.
Moving on, we have the SB06 Chronotempvs, a collaboration with the exclusive ChronotempVs Watch Club.
Finally, we take a brief look at a selection from the Sartory-Billard portfolio. Be sure to visit their official website at sartory-billard.com to explore the full range of models and customization options in detail.
To finish, we have Parm’s studio space, which inspired Armand for the CP7 challenge
That’s it for the show notes. Please note that some of the examples may be sold out or no longer available. Check Sartory-Billard’s website for availability and consultations on a bespoke piece. Let us know how you enjoyed the show in the comments below. You’ll hear us on the next one!
