By Brent Robillard
Born & Raised
Independent watchmaking has always required a careful balancing act. Small brands must design, produce, and distribute watches without the safety nets that large corporate groups enjoy. For founders, every release carries a degree of risk. Produce too many watches and inventory sits. Produce too few and the opportunity disappears just as quickly.
Jack Mason has decided to approach that problem with a new release structure called Born & Raised.
Announced this week by founder Peter Cho, the program introduces a more deliberate way to bring certain watches to market. Each participating model will first launch through a defined founder window where production is aligned with confirmed reservations rather than speculative inventory. Once that window closes, the watch transitions to standard retail availability.
The idea is simple: build watches for the people who actually want them.
“Born & Raised is a way for us to release certain models to better gauge demand, through a communal approach,” Cho explains. “It allows us to align production with real demand and release watches with clarity and focus.”
Unlike crowdfunding platforms, the program operates entirely through Jack Mason’s own sales channels. That means the brand maintains control over communication, production timing, and customer experience.
I have to admit, I like this model. It feels measured and considered—especially at a time when the broader luxury market is showing signs of cooling. Building production around confirmed interest reduces unnecessary risk while still giving enthusiasts early access to new releases at preferred prices.
Check out the Tooly Jack Mason Strat-o-timer Frontier
Advertisement
Check out the Strat-o-timer Titanium GMT
Key Features of the Jack Mason Palmera Skin Diver
The skinny
The first watch to launch through the program is the Palmera Skin Diver, a compact internal-bezel dive watch designed with versatility in mind. The concept leans toward what you might call resort diving: a watch equally at home in the water, at dinner, or on a long summer afternoon by the beach.
The Palmera is built around Jack Mason’s established 39mm case architecture, which has become something of a sweet spot for the brand. The watch measures 39mm across with a 47mm lug-to-lug span and a thickness of 10.8mm. Lug width is 20mm, leaving plenty of room for strap options.
One detail I particularly like is the compressor-style case with dual crowns and an internal rotating bezel. The crowns sit close together, giving the watch a compact, solid look that suits the skin diver format well. Internal bezel systems also have a practical advantage: they remain protected beneath the crystal rather than exposed to knocks and sand.
Advertisement
Swiss calibre
Inside the Palmera beats the La Joux-Perret G101 automatic movement, regulated by the brand to within ±5 seconds per day. It’s a strong choice for a modern independent release—robust, accurate, and increasingly popular among smaller brands seeking a step above entry-level automatic calibres.
Two colourways
The watch will be offered in two initial colourways. Ash features a matte black dial, while Ember introduces a vibrant orange option that feels particularly appropriate for a summer-ready diver. A third “Community’s Choice” colourway will unlock once 200 founder reservations are secured, allowing early buyers to vote on the final dial colour.
Both bracelet and FKM rubber strap configurations will be available.
Advertisement
Pricing
Founder pricing for the Palmera Skin Diver is set at $1,049, with standard retail pricing increasing to $1,349 after the founder window closes. Production begins immediately after the reservation period concludes.
Born & Raised is intended to remain part of the brand’s long-term strategy rather than a one-off experiment. Certain future releases will follow the same structure: an early founder window, production aligned with confirmed demand, and broader retail availability once the initial run is complete.
For enthusiasts who enjoy following the growth of independent brands, it’s an interesting approach.
Check out the 10th Anniversary Pursuit Pilot from Jack Mason
Final thoughts
If I’m being honest, the Palmera itself looks the business. The proportions are sensible, the internal bezel adds character, and the overall design feels ready for summer. It’s the kind of watch I’d happily throw on a rubber strap and take out on the water for a long weekend.
Hopefully we’ll have the chance to do exactly that soon.
The Born & Raised founder window for the Palmera Skin Diver opens March 13, 2026 at 9:00 AM EST through Jack Mason’s website.
Advertisement
Check out The Ultimate Watch Buying Guide
About the Author
Brent Robillard is a writer, educator, craftsman, and watch enthusiast. He is the author of four novels. You can follow him on Instagram.
On Spec articles refer to upcoming projects and rely upon available information on Kickstarter, the brand website, and promotional materials provided by the watchmaker. An On Spec article does not preclude a future full-length review in our Off The Cuff section. If you would like your project to feature in On Spec, please contact us here.
Please understand that using any links to products on this site may result in us making money.
Legend Diver vibes. Looks great!