I was searching for a small, affordable, and classically styled chronograph, but I never found one that quite felt right to me. There are many wonderful chronographs out there, but I wanted to explore my own idea of what such a watch could be—so I decided to make one.

My name is Alexander Gimell, and I am the founder of Atelier Nossedh—a place where I bring my ideas to life. It's not a brand, but rather a workshop where I design and create with a focus on aesthetics, quality and precision. It's a space for experimentation and refinement, driven by the desire to make something meaningful.

I grew up in Sweden, where design and craftsmanship have always been present in my life. Scandinavian design has influenced my approach, and the name Nossedh means “passing time“ in Sámi—a fitting reflection of how I choose to spend mine.

Now, I've turned my focus to watches, a passion of mine, to create a timepiece that feels both classic and modern. My goal is simple: to make a watch I truly love—and hopefully, others will too.

For me, the design starts with the case. It defines the watch more than anything else. I wanted it to feel compact and well-balanced — something that sits naturally on the wrist. The case measures 37mm in diameter, 44mm lug to lug, and 19mm between the lugs — a size I chose simply because it looked right against the proportions of the case. The profile is just 10.5mm without the crystal (12.5mm including the double-domed sapphire), making it one of the thinnest executions of the Sellita SW510 in this format — a technical challenge I was set on solving.

The concave curves along the bezel and the caseback are not only there for looks; they remove material and make the watch appear thinner while improving comfort on the wrist. The mix of brushed and polished surfaces brings out the shapes and adds a quiet contrast when the light hits.

The dial follows the same thinking — classic, with a few small modern adjustments for better balance and clarity. The bi-compax layout feels familiar, and each color gives the watch a different character.

Every part of the design has a purpose. Nothing added for show, nothing without reason.