I love watches that refuse to stick to a specific genre and offer a pure perspective without looking back at the past.
In the J&Berg B2 watches, I saw both of these qualities and marked Finland on the map of cool microbrands.
Titanium is a very trendy material, but I have mixed feelings about this lightweight metal. Don't get me wrong, its advantages are undeniable. Corrosion-resistant and light, titanium is perfect for sports watches. I don't quite like the feeling of light titanium bracelets, but it looks great on a canvas strap. Add to that a thin 38-millimeter case, and we are really talking.
J&Berg and the Freedom of Small Brands
Finland and Scandinavia as a whole are not known for an abundance of microbrands. But their small brands are very interesting. Finland has S.U.F Helsinki, the accessible field watch brand by Stepan Sarpaneva, as well as the new brand Jurmo, while Maen, Nezumi, and Straum are examples of Scandi-cool. Importantly, they have paved their own design paths. But today we will look at J&Berg's debut offering - elegant tool watches. A clean modern style, clear graphics, and an unusual multi-layered dial define these watches. With matte multicolored dial centers, the B2 embodies the quirky tool chic of the North.
Being from subarctic regions myself, I see a common trend where the reliance on retro design is disappearing in favor of strong brands. This is the essence of why micro and small brands mean so much to many enthusiasts, although they are a bit polarizing. But not being afraid of disagreements is exactly why the "bold and small" are so appealing, and why I respect J&Berg's views. For the B2, 38.5 mm is a great size choice. First impressions are good: a lightweight titanium case and a comfortable canvas strap (possibly nylon-based) with a soft leather lining. The gray-green color is standard for all three models, and it is a thin, snug-fitting strap with a titanium clasp with a logo. So far, so good.
Introducing the J&Berg B2 Trio
Mikko and his J&Berg team will offer three colors of the new B2 model, with an initial batch of 50 watches each. The 38.5 mm diameter case and smooth Grade 5 titanium are impressive for debut watches. The crown has a slightly "twisted" knurling and is functionally large, which is always a plus in my book. The case also measures 45.2 mm from lug to lug, which is ideal for many wrists. But not all brands remember the important curvature and angle. Short, straight lugs are as comfortable as beach shorts in an arctic blizzard, but the J&Berg team knows this.
It is very important that the B2 lugs bend sharply downwards, ending a millimeter or two below the fully titanium case back. Beneath it lies the microbrand favorite automatic caliber Miyota 9039. The winding rotor's thickness increases the case thickness, so fitting the caliber into a thin 10.4 mm thick case is good design work. And while the B2's aesthetics suggest it is a "tool", it also has a surprisingly versatile size. Large luminescent hands provide excellent visibility, and the watch pairs well with any shirt or knitwear (and underneath them). Great job, J&Berg.
Small Batch Success
Being bold means dividing opinions, we all know that. And that's even better when emerging brands like this Finnish debut take a different path. I'm sure enthusiasts will snap up 50 pieces of each B2 color because the design elements align. To simplify production, J&Berg prudently made the recognizable features of each model the colored dial center. I also want to commend the brand for its unconventional use of colors, which I liked. Yes, gray, sand, and fully black dials would have been more universal, but thank you J&Berg for sticking to your quirky decisions.
The circular brush of deep turquoise, a copper tone reminiscent of salmon, and deep brown - here are three different characters. I like the bright copper and deep greenish-blue, while the subdued mocha brown seems black at dusk. But in the sun, it will surprise you with a metallic shine. This Easter egg feature makes them my favorites, though the turquoise dial is also very beautiful.
J&Berg B2 - Price, Availability, and Final Thoughts
The J&Berg B2 is priced under 500 euros, and its unfashionable goodness pairs easily with its small batch appeal. Judging by a few other new brands, its modernity also puts it ahead. Of course, in this price range, you can find great modern titanium sports models from Boldr and RZE, but not with such a contemporary minimalist vibe that still exemplifies tool/field watches. With a clear hint of pilot watch discernment, see? The genre gap does its job.
With such a strong start, I am already very interested to see what this brand will do next. For me, the J&Berg B2 is one of the best debuts of this year. Pre-sales are already open on J&Berg's homepage, and delivery is expected in June, which is not far off. As mentioned, the first batch will consist of 50 pieces of each color, and the price will be €475, excluding shipping and VAT.
What about you, Friends? Should your watch meet the parameters of divers, field, or pilot watches? Or do you enjoy the freedom of crossing several genre boundaries for a sharp result? Let me know in the Telegram channel.