Sartory Billard

Bespoke Watches For Collectors & Enthusiasts

An Ode To Creativity

Capturing & Expressing the Unique Personality of the Owner

Sartory Billard was founded in 2015 and appeared on the radar of watch enthusiasts all around the world with their first 3 watches; SB01, Sb02 and SB03.

Since the beginning, Sartory Billard aims to produce a timepiece that represents an essence of the owner. With customization gaining popularity in the market, Sartory Billard stands out with its value proposition and the wide array of options for personalization, all administered by himself to the complete satisfaction of his clients. Sartory Billard is also well-received for their transparency when it comes to the source of their parts, e.g. Comblémine and Voutilainen & Cattin for the dial.

Like how Sartory Billard likes to keep his clients informed of the design & production process every step of the way, the market can witness the growth of the company through the series of watches, with each new model getting better materials, movement and customization options. Just recently, Sartory Billard had the honor of seeing its SB05 “Black Mother of Pearl and Dark Grained Titanium” model selected for the GPHG 2022.

Booth No: 7

Armand Billard

A designer turned watchmaker

In 2015, Armand Billard sold his design agency to pursue his dream. He had been designing domestic appliances and had the wish to transfer his knowledge, help laymen understand the possibilities and limits of watchmaking, and in the process guide them to collectively create watches that is not only bespoke, but also definitive of an individual's personality. He recruited a friend, Ludovic Sartory to join him in this journey.

With a strong entrepreneurial drive, he decided to surround himself with talented craftsmen, while focusing on learning new skills. It was a long process of learning from mistakes before Armand found the balance between cost, profitability and brand identity through the introduction of the SB-04. Eventually Armand gathered the knowledge, training and tools to start creating parts that are customized to order, and that requires hand-crafting. Armand even created his own technique for creating colours on titanium that offers more consistency throughout the material.

Armand maintains a respectful and close relationship with both his clients and suppliers, opening doors to manufacturing facitlities, know-hows and specialists while continuing to improve his skills.


18th - 21st October 2023

Hotel Equarius Ballroom, Resorts World Sentosa,

8 Sentosa Gateway, Singapore 098269

Free Admission for the public

12pm - 8pm daily


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