When Monta first launched, they did so with the Oceanking, an attractive, retro-inspired diver boasting a set of solid specs. Then came the Internet pushback. The Oceanking was priced at $3,500, not an inconsiderable ask for a young micro-brand competing against mainstays like Tudor and other Swiss giants. That $3,500 included a classic—and at the time necessary—retail mark-up because Monta’s line was, in fact, meant to be sold in brick-and-mortar shops alongside other retail brands. But Monta also sold direct through their online store, and buyers who were used to direct-to-consumer pricing on the Internet couldn’t justify the price tag.
The team behind Monta decided to rethink their approach. Ultimately, they abandoned their retail push, and now the brand is focused solely on e-commerce. And with that decision came a significant price drop—the Oceanking is now $1,995 on strap and $2,350 on bracelet. There were also some changes made to suppliers, but the bulk of the difference came from this new—and, in my opinion, more sensible—strategy.
With that out of the way, let’s talk about the Triumph collection. A military-esque spinoff of the Oceanking, the Triumph is, in this reviewer’s humble opinion, Monta’s best watch to date. I can’t fault Monta for wanting to get these watches into stores and in front of people because the quality really needs to be seen and handled in person to be fully appreciated. When Monta presented at this year’s Wind^Up, I spoke to numerous people idling by their booth who admitted to being naysayers in the past only to have their minds changed upon seeing the watches in the metal.
Let’s take a closer look.