Founded in Dallas, Texas, in 2015, Jack Mason emerged during the peak of the fashion watch trend with a distinct mission: to create an authentic, original, and approachable watch brand. Founders Peter Cho and Craig Carter, veterans of the watch industry, sought to build a brand that stood on its own merits rather than relying on a famous fashion house name. Their grassroots approach involved touring the country in a vintage Airstream, showcasing their products at trade shows and pop-ups to build a community from the ground up. The core vision was to establish a legacy watch brand in their home state, offering premium, thoughtfully designed watches that appeal to both new and seasoned watch enthusiasts.
The brand's journey has been one of significant evolution. After achieving a nationwide presence in hundreds of top-tier department stores by 2018, the leadership felt they were losing control of the brand's narrative. In a bold move in 2020, Jack Mason pivoted from all retail partnerships to a direct-to-consumer model through its website. This strategic shift allowed for full control over branding and a closer relationship with its customers. The true turning point came in 2022 with the launch of the Strat-o-timer GMT, a model that sold out during pre-order and successfully catapulted the brand into a more enthusiast-focused category, solidifying its new direction.
Today, Jack Mason is focused on elevating its craft and strengthening its connection to the watch community. The brand's collections feature a range of styles, from rugged dive and field watches to sophisticated GMTs, reflecting a maturing design philosophy. Looking ahead, the company is committed to improving its most popular styles with better movements and design, championing American watchmaking by establishing US-based assembly and regulation processes, and increasing face-to-face community engagement through events and meetups. This new chapter is defined by a commitment to quality, value, and the community that has supported the brand since its inception.