Oak & Oscar: Make No Small Plans
Introduction:
Oak & Oscar is a Chicago-based watchmaker driven by the motto "Make no little plans." Founded in 2015 by Chase Fancher, the brand embodies a passion for craftsmanship, heritage, and community. This article dives into the unique story of Oak & Oscar, exploring their design philosophy, commitment to quality, and dedication to building relationships with their customers.
Born from Passion:
Chase Fancher, weary of corporate life, sought a more fulfilling path. Oak & Oscar, named after his love of whiskey (oak barrels) and his beloved dog (Oscar), emerged as his dream realized. The first watch, the Burnham, became a testament to Chase's meticulous attention to detail, featuring a unique slashed "7" and a hand-crafted "8" that took over 40 hours to develop. The slashed 7 was something that particularly stuck out to me as it’s the same way my own father taught me to do my 7’s. It’s also not a style that you see very often in this day of keyboards and digital screens. I love this deign aspect!
Design & Quality:
Speaking of design, design is paramount at Oak & Oscar. Each piece undergoes extensive scrutiny, ensuring every element reflects the brand's unwavering commitment to quality. Their signature sandwich dials and dedication to Swiss movements, like Soprod, ETA and Sellita, further solidify their reputation for excellence. Prices range from $1,500 to $2,000, offering accessible luxury for watch enthusiasts.
Beyond Timekeeping:
Oak & Oscar draws inspiration from Chicago's landmarks and historical figures, evident in names like the Humboldt and Olmstead. They actively foster community, hosting annual gatherings for owners and celebrating the watch collecting spirit through their YouTube channel, featuring interviews with industry leaders like Tony Traina. Commentary typically sticks to the light hearted but remains in emphasis on the all important time pieces and the stories that comes from collecting them. It’s also refreshing to see a brand conduct interviews and allow for the stories to be about the importance that watches have played in the collectors lives. Chase has the ability to talk to anyone and I’m sure his genuine kindness fills whatever room walks into.
Challenges & Growth:
Like many businesses, Oak & Oscar faced supply chain disruptions during the pandemic. However, their dedication to building strong relationships with suppliers in both Switzerland and the US has allowed them to overcome these hurdles and continue their growth. The addition of Nathan, their in-house watchmaker, further strengthens their expertise and ability to deliver exceptional timepieces. Nathan adds a layer of credibility that a brand like Oak & Oscar benefit from by having the in-house expert working directly with Chase to develop the best watches possible and can more rapidly go from concept to prototype to development. Time is literally money even in the watch business.
Limited Editions & Community:
Oak & Oscar celebrates the "micro-brand" experience, where customers become more than just buyers, though it’s best to use the term “independent.” While micro is saved more for brands that typically have more limited runs of their watches. Independent brings a bit more credibility to a brand that has been able to offer consistent and well-made pieces for several years now. That’s not to say that the brand doesn’t do some limited runs. Limited-edition releases, reminiscent of small-batch whiskeys, foster exclusivity and excitement. The brand actively engages with its community through gatherings and online interactions, solidifying their commitment to building lasting connections. On an annual basis, the brand hosts gatherings for their ‘owners.’ It’s a critical opportunity for the brand loyalists to come together, celebrate their own collections and get to spend quality time with Chases himself.
Conclusion:
Oak & Oscar is not just about producing American-made watches; it's about creating experiences and fostering a community. Their dedication to quality, design, and community engagement makes them a brand worth watching. If you seek a timepiece that reflects passion, craftsmanship, and a connection to something bigger, Oak & Oscar deserves your attention.
I think there needs to be discussion around the term independent and micro brand. In my eyes O&A are purely a micro brand in that while they are independent of being owned by a parent group they are not actually manufacturing or even assembling themselves, but purely focusing on the design while using largely off the shelf commonly available movements.
The generally accepted term independent applies more to companies that are headed by watchmakers who wholly or partly manufacture themselves, or work with partner companies to manufacture for them.
Having said that it still leaves it open to lots of debate as these are just terms that have only an implied meaning among the watch community rather than a definitive one.