It’s not an obvious watch to replicate and is more subtle than a Rolex or Omega homage. The styling is vintage, but the watch uses modern watchmaking knowledge. It’s powered by a Seiko Japanese automatic movement and has a domed sapphire crystal.

They're keen to point out that they're an independent brand. They aren't linked to San Martin and other similar Chinese homage brands. They claim to be founded by watch fans, stating " we are not a Chinese factory brand". There is no reason why they shouldn't be of good quality. China is one of the watchmaking giants. A lot of watches that you see in the West are made in Chinese factories. Either way, they're an interesting company that produces some exciting homage models. They're particularly strong when it comes to recreating classic dive watches.Let's skip the ethical minefield of buying homage watches. I've covered that when writing about Pagani Design, Corgeut and others. He keeps an eye out for invaders, using his keen eyesight and hearing. He has gold teeth and is described as the whitest of all the Norse Gods. The Rolex Submariner is arguably the world's most copied watch. And it's not just Chinese brands creating homages of this model. You can see Submariner style watches on your local high street - many from big-name brands. Firstly, it's the colour. This all green model is based on the Rolex Submariner Hulk. That watch is now discontinued, so a homage model is a realistic alternative. Ironically, the Heimdallr has a higher spec Seiko automatic movement than the original Seiko does. So it's another watch that represents good value for money.

I think there are certainly comparable or better options in how Seiko movements are cased up, so I agree in principle on certain models where Seiko cuts corners. The Sharkey watches in general seem well-reviewed, from everything I've come across, about them. Phoibos also gets a lot of compliments. As you say, however, it depends on the individual if a "better" version of a Seiko, even for less money, is a desired buy, or not, if it's not actually from Seiko. Seiko is a bit odd in their pricing and in what one gets -- uninspired bracelets with stamped clasp, DiaShield coating at some price points but not in other models that cost more, when one gets Hardlex or Sapphire, etc., so, for years, it was a difficult brand for me to appreciate, until finally finding one model I just loved and I became interested in the brand itself. And that's what I like about this brand. They're accessible and watch focused. It feels like they're reissuing iconic watches, rather than providing fashion pieces on a budget. Heimdallr has produced its own version. It’s slightly larger than the original but otherwise is faithful to the skin diver styling of the Seiko.

Subscribe to my list for updates and offers

They're keen to stress that they are watch enthusiasts and that their watches aren't just clones of Swiss luxury watches. Aside from the bold colouring, this is a fairly conservative watch. The Submariner style is nearly 70 years old and has been tried and tested. It's the watch James Bond wore.

Like the original, this is a mid-sized dive watch with both a green dial and bezel. And like the original, it has Mercedes hands and a cyclops lens over the date window. It’s a Chinese watch, inspired by a historical Japanese piece and definitely the first place to start with this brand. I've included some less obvious designs and not included some of their more colourful models. The brand also uses bronze regularly. But again, I've tried to concentrate on the watches that best represent the brand and are true to the original watch.Personally, having bought a couple of Seiko 5's, I was surprised that much lower cost brands with the same movement are on par and superior in many ways. Then again, even if inferior in specs, a Seiko is a Seiko, haha, so that's a win for Seiko fans. Oddly, that argument falls apart at the high end, in some debates, where, no matter how grand a Grand Seiko is, it's still "just a Seiko" to some people, much like a Nissan with supercar skills is "just a Nissan" to some people, no matter how great the performance. All owners of Heimdallr watches can enjoy a 2-year official warranty in our store, as long as you have a warranty card and no matter where your buy. So don't let the brand name confuse you. Let's jump in and learn more about them. Then we'll look at the best watches that they currently offer.