What’s the first thing you think of when you think about Stockholm? Minimal style? Architectural masterpieces? Unspeakably delicious cinnamon buns?

Whatever it is, it’s probably not watches. Because despite the Swedish capital’s status as the contemporary throne of cool – not to mention a long-standing track record for terrific design – it’s not exactly a byword for fine watchmaking.

Which isn’t to say the Swedes don’t make watches (they do, and have done for some time) but that some of the country’s most recent exports have perhaps exploited their homeland’s reputation for Scandinavian minimalism to the point of pastiche: churning out thousands of Spartan styles – all clean lines and austere watch faces – that, by virtue of their sheer ubiquity, lose something of their appeal.

Not so, Corniche – a Stockholm-based watch brand bringing something entirely new to the table: affordable and beautifully designed dress watches that look money, but don’t cost too much.

Founded in 2013, the label cites the Côte d’Azur – a long-time favorite destination amongst the style set and where Corniche’s founders summered as children – as its starting point for inspiration, the coast’s intrinsic association with timeless elegance informing the brand’s painstaking attention to detail.

Since starting out just a few years ago, the brand has been steadily gaining traction for its focus on exceptional design, premium materials and – online – a luxury watch-buying experience its competitors could only dream of offering. Corniche’s is, in the watchmaking world, a unique value proposition – one that’s rapidly earned it a loyal global following among some of the most discerning watch connoisseurs (watch blogger and Instagram star Anish Bhatt, of Watch Anish, among them), as well as sought-after retail space in stores like Liberty in London and the Beverly Hills Hotel in LA.