About us

Formed by the minds behind the luxury diamond jewellery specialists known as Culet Jewellery, after years of hard work perfecting their craft, and sharing a genuine passion for watches, the Culet team set out on a new venture – to create an affordable, high-performing luxury timepiece.

Led by designer Dane Rumble, they set out on a two-year research adventure. The characteristics of the watches their minds were set upon creating naturally led them to Switzerland, where they would learn everything about movement precision, case manufacturing and the different materials and components that make up a quality timepiece.

With this knowledge, they began producing stunning, avant-garde timepieces inspired by modern design, yet respectful of the classics before them.

Dane’s passion for the outdoors and adventure inspired the name when hiking through the “Creux du Van” canyon range in the Swiss region of Le Soliat. ‘Creux’, or ‘hollow’ in English was also a nod to the brand’s first timepiece ‘The Ghost CA-01’ because of its skeletonised design.

The Ghost case shape (which is now the signature for the Creux Automatiq brand) was first shaped and cast out of solid sterling silver in Dane’s home workshop in 2009. This housing was used as a base guide to source the right movement and component manufacturers, and to this day remains true to its original design.