This Watch Is the Closest Most of Us Will Get to Owning the Car from ‘The Great Gatsby’


Watch and car aficionados share a lot of common ground, and they’ll find more of it with a new Duesenberg-inspired timepiece from automotive studio ICON 4×4.


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ICON is a Los Angeles car design studio that offers custom builds and designs for a range of classic and modern cars. They’re the guys you go to when you want your car to match your adventures, or have your modern performance vehicle reflect your classic sense of style.

Owner Jonathan Ward has been a car lover and designer for years — he has designed several production automobiles including the 2007 Toyota FJ Cruiser — and for the same amount of time he’s also been a lover and designer of timepieces.

The Duesey is his first formal foray into creating a watch, and it’s a formidable design. The watch uses a jump hour display and wandering minutes, all with Swiss movements. It takes its inspiration from the 1930s — specifically the Duesenberg SJ and its “drum-style” tachometer. Its 42mm bezel is water resistant to 50 meters.

We can expect more to come; the Duesey is the first in a line of proposed watches that will nod fondly toward cars from the 1920s through to the 1970s, though which models we’ll see and how they’ll be celebrated is a discussion for later.

For now it’s time to decide whether you want to get your hands on this piece. Make your decisions sooner than later: the Duesey will launch early in 2018 with an expected MSRP of $11,500.


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