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Laugavegur 62

+354 551 4100

Probably the worlds smallest watch manufacturer. The first and only watch manufacturer in Iceland. All timepieces are designed and assembled by hand in our studio/workshop located in Iceland. In our production we only incorporate high quality Swiss movements, European made parts and components. Every detail of our timepieces has been given the personal attention needed for perfection. The low volume of production gives every timepiece a personal character and a feeling exclusivity.

101 Art Deco grænt á hlið.jpg

101 Art Deco 32mm

The 101 32mm JS Watch is the perfect size ladies watch.
vailable with different style of dials, hands and straps.


The 101 Art Deco ladies collection is the perfect size dress watch. This model is available in a 32mm steel case with a selection of dials, hands and bracelets. Date display is at 6 o'clock. It has a Swiss Made Mechanical movement “Execution Top” with Automatic winding, 25 jewels, Custom decorations, Blue screws and Rhodium plated finish, which can be examined in detail through a sapphire crystal case back. All decorations and craftsmanship is of the highest quality.

Technical specifications


  • Swiss Made Mechanical movement “Execution Top”

  • Automatic winding

  • 25 jewels, Custom decorations, Blue screws and Rhodium plated finish.

  • 42-hour power reserve when fully wound.

  • Fine tuning: “Assortment Chronometer”.

  • Shock protection: Incabloc.

  • Adjusted to five positions.


  • Material: Surgical grade German Stainless Steel, "316L".

  • Diameter: 32mm, height 10.3mm.

  • Surface finish: Highly polished.

  • Curved Sapphire Crystal with multi anti reflective. coating on the inside.

  • See-through Sapphire Crystal back.

  • Water-resistance: 5 ATM.

  • Lug width: 16mm


  • Blue Mother of Pearl with Roman numerals.

  • Pink Mother of Pearlt with Roman numerals.

  • Date display at six o'clock.


  • Rhodium plated.


  • Handmade 16mm Genuine Alligator with JS Watch co. Reykjavik buckle or optional deployment clasp.

  • Steel bracelet also available.



Inspired by Art Deco style

Art Deco flourished in western Europe and North America during the mid-1920s and is sometimes referred to as Deco. It is a style of visual arts, architecture and design that first appeared in France just before World War I. It influenced the design of buildings, furniture, jewellery, fashion, cars, movie theatres, trains, ocean liners etc and represented luxury, glamour, exuberance, and faith in social and technological progress. The Art Deco style even found it’s way all the way up to small Iceland and you will find buildings around the 101 downtown area of Reykjavik that are influenced by this style like the National Theatre of Iceland, Hotel Borg and even Hallgrimskirkja (Lutheran church of Iceland) has similarity with the Deco style. The term Art Deco was conceived from International Exposition of Modern Decorative and Industrial Arts in the year 1925 at Paris. It is characterised by the use of rich colours, geometric shapes and extravagant ornamentation. The said art style did not only persist in graphic design but almost on everything during that era. Anything and everything seemed theatrical back then and since it does not adhere with any political ideology, it was generally accepted by everyone.