Earlier this year we featured a watch in our Micro-Brand Digest series from a Texas based brand called Trafford, which has just formally launched on Kickstarter as of last week. The watch is the Crossroads, and it represents a new American design language that is not (overtly) referential to any specific heritage. It’s carving its own route and reveals a surprising level of maturity for such a young brand, and while not perfect, we see plenty of potential in Trafford. Apparently, so do many of you. At the moment of writing, the Kickstarter has exceeded its $35,000 goal several times over.
The Crossroads is not the first watch released by this young brand, but it is the first to embrace this particular design language. In 2020, the brand launched with a chronograph called the SOE Roadster, a vintage racing inspired watch that looked, well, like a vintage racing inspired chronograph. The Crossroads ventures off the well-beaten path into slightly trickier territory, with a square-ish case, curved crystal, and clean graphic dial that puts forth a mid-century modern American vibe across a selection of vibrant dial colors brought to life with their own bits of lore. The watch manages to mostly come together despite the unorthodox mold, and considering the price points start under $400, there’s plenty to appreciate.