The Swiss Watch Company pulls no punches. It’s right there in the name, perhaps more clearly than any other watch brand, that they A) are Swiss, B) make watches, and C) are a company. If the name confuses you, you may be beyond help. Having moved to the US after a career with The Swatch Group in actual Switzerland, founder Stephen Roemer started SWC in 1996. Along with his son, Josh—who manages the business end of things—the company has flourished. And this is not merely a brand, it is a true company: they started out making watches for armed forces and first responders, segued into managing the manufacturing for other brands, and only in 2018 did they realize the Elder Roemer’s dream of producing his own watch. That watch is the perhaps-too-simply-named SWC Diver. And much like the company, it pulls no punches.