One of my favorite homebrew watchmakers, Serket, just launched the Reef Diver 2.0, a beefy automatic with a beautiful huge bezel. I loved the original Reef Diver and this new model looks extra good. It costs $999.

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Scorpion, makers of the Reef Diver, is now called Serket. Why? Who knows, but I think the name is much cooler.

In Egyptian mythology a Serket was originally the deification of the scorpion. With our new name and new website, we are unveiling our next model, The Serket Reef Diver 2.0.

Roar!

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Just a quick note to tell you all that we’re now the official Scorpion Watch Company Forum moderator. This means we’ll be able take your questions and concerns directly to the team at SWC and we’ll be able to talk all about the brand with knowing winks and grins as we follow their bright, blazing future.

Official SWC Forum

I’m excited about small companies building their own watches. Making a watch is difficult. It requires design, logistics, and negotiating experience as well as an appreciation of risk and the ability to sell something that the world thinks it doesn’t need to picky, picky watch nuts.

That’s why I was so excited to see Scorpion Watch Company, really a pair of guys out in Denver, were creating a watch brand. This is sort of like a pair of roommates creating a microbrew beer or building a bar together — it’s fun, it’s cool, and it’s potentially lucrative.

So how does the Reef Diver fare? Extremely well, I’m pleased to report.

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I was lucky enough to have a minute to talk with Brent Fedrizzi of Scorpion Watch Company. He and his partner, Robert “Conrad” Blank created SWC in 2005 and just launched their latest watch, the Reef Diver. I pinged him on AIM yesterday and we had a little chat.

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This just in! The new automatic Reef Diver by Scorpion Watch Company. It’s a beefy diver with great lume and styling along with a nice hacking ETA movement. I’ll be reviewing it shortly, but check it out if you’ve got some holiday cash burning a hole in your pocketses.

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