De Rijke & Co - History, Models and Owners' Reviews

De Rijke & Co is an independent watch company of Dutch origin founded in information not confirmed; it has gained recognition with driver-oriented mechanical watches featuring a 90-degree rotatable case and with a highly integrated, Netherlands-based production, delivered in tightly limited, graphically distinctive series.

90° rotatable case for on-the-wheel reading: ergonomics born on the road

The brand’s calling card is a two-part architecture: a fixed outer carrier and an inner “watch head” you can rotate up to 90 degrees to face the dial toward your line of sight behind the wheel — the motion changes the reading angle without twisting your wrist on the steering wheel.

Historically, this took shape under a “gentleman driver” brief, meant for pleasure driving rather than lap-time chasing; it traces back to the founder’s long road trips and his fascination with robust, mechanical problem-solving — a simple, resilient idea refined by use rather than by theory.

Recent iterations pair the rotation with reliability tweaks, such as a screw-down crown with a protective clutch and a ribbed detent track actuated by a tiny spring, so the stem isn’t stressed when you re-angle the dial — the kinematics have been hammered out in real-world testing.

Amalfi Series & enamelled dials: “Land / Sea / Air” with illustrator Guy Allen

The most recognisable family today is the Amalfi Series, expanded through artist collaborations including “Land, Sea, Air” by British illustrator Guy Allen, on champlevé-enamel dials over 925-silver bases — clarity remains the brief despite the expressive artwork.

These numbered editions come in a compact footprint (about 38.2 mm × 11 mm), a domed sapphire crystal and the high-grade Sellita SW300 automatic, delivering comfortable wear and tidy rate stability — each motif is capped at 25 pieces, keeping the range focused.

The collection logic is “short yet clear”: one technical platform, in-house dial craft, and distinct visual narratives from tarmac to shoreline to sky, suitable for weekend flair or understated daily wear — the “driver” angle is the functional and aesthetic through-line.

• De Rijke & Co Amalfi Series “Guy Allen – Land” — champlevé enamel over 925 silver, steel 38.2 × 11 mm case, SW300, 25 pieces.
• De Rijke & Co Amalfi Series “Guy Allen – Sea” — same architecture, maritime palette, 25-piece run.
• De Rijke & Co Amalfi Series “Guy Allen – Air” — the aerial theme, limited to 25 pieces, direct sale with stated lead time.

Miffy Moonphase & ceramic: Dutch culture, oversized moon and modular build

Another pillar is the Miffy Moonphase, which merges the rotatable case with a large moonphase display starring the Dutch icon Miffy (Nijntje), produced in successive limited editions and now concluded with a white-ceramic “Final Edition” — a playful cultural note anchored by mechanical substance.

This ceramic send-off required re-engineering parts of the case to preserve rotation and water-tightness, with a quoted 50-metre rating and a “modular and repairable” build: threaded tubes and rotation parts fixed into a brass movement holder, six caseback screws, O-rings and a custom crystal seal — key elements are screwed rather than glued.

As with Amalfi, you keep the rotate-for-driving functionality and a domed sapphire crystal, while minimal colours honour Miffy’s palette; special media collaborations and sold-out runs underline the line’s appeal — the pop-culture × mechanics hybrid is now part of the brand’s identity.

Calibres, construction and atelier: SW300, 50 m and Dutch integration

The mechanical core frequently relies on the Sellita SW300 (28,800 vph, ~42 h), chosen for slimness and reliability, with appropriate moonphase variants where needed; the company stresses long prototyping cycles and that much of the design, manufacturing, finishing and assembly happens in the Netherlands — the “made in the Netherlands” stance shapes the brand.

Recent cases (38.2 × 11 mm) combine twin sapphire crystals and, for Miffy Ceramic, a stated 50 m rating with pervasive screw-fixing (screwed caseback, sealed tubes, screw-down crown on specific references) to simplify service over time — the aim is a durable, repairable instrument.

The firm’s footprint is Dutch, with a published address in Dordrecht (South Holland) and online, direct-to-client sales that let the team control series sizes, lead times and after-sales — a short commercial loop reinforces consistency.

Positioning, pricing, channels and buyer profiles

Pricewise, Amalfi “Guy Allen” launched at €3,395 excluding VAT, while the Miffy Moonphase Ceramic lists at €3,950 on the official shop — levels in step with the special casework, in-house enamel craft and strictly limited volumes — this is deliberate independent-premium territory.

Distribution leans on direct sales, occasionally complemented by editorial partners and specials, with stated build lead times of multiple weeks for some references; international specialist media have amplified awareness — scarcity stems from capacity, not from artificial gating.

• De Rijke & Co Amalfi Series I — first generation shown in 2019, 38 mm × 9.5 mm, 90° rotation, twin sapphire; the seed of the technical grammar.
• De Rijke & Co Amalfi 1S — later iteration stress-tested and once priced around $2,790, cementing the “driver’s watch” intent.
• De Rijke & Co Miffy Moonphase Ceramic — white-ceramic “Final Edition,” 90° rotation, 50 m, modular, repairable construction.

The core audience mixes lovers of compact yet characterful watches, drivers who value angle-on-demand readability and collectors drawn to enamel craft or Dutch visual culture; practically, choose by use first (daily, weekend, collection) since the platform is common — habillage and narrative should steer the final call.

Selection tips: reading angle, sizing and care

If steering-wheel legibility is pivotal, opt for current Amalfi pieces (38.2 × 11 mm) with precise rotation and bold dial cues; set your preferred angle at standstill to build muscle memory, then micro-adjust with a click as needed — the ergonomics derive their strength from mechanical simplicity. 

For a more narrative, colour-forward presence, the champlevé “Land/Sea/Air” editions deliver singular presence without losing compactness, whereas the white-ceramic Miffy “Final Edition” embodies the most daring, technically involved route — do check wrist tolerance for the domed sapphire.

Day to day, avoid rotating under water, treat the 50 m rating of the Miffy line as “daily life” headroom, and leave crown and sealing checks to the workshop; narrow lug widths ease leather/rubber swaps for seasonality — a sensible routine is enough to keep it pristine.

Conclusion

De Rijke & Co occupies an uncommon niche: compact, object-like watches engineered for on-wheel readability and executed with care in a Dutch atelier. Between an enamelled Amalfi and a ceramic Miffy, your decision mostly hinges on graphic taste and wearing habits; the platform underneath stays constant, simple and apt. To reconcile promise with day-to-day use — comfort, clarity, rotation, finishing — a practical compass remains Dialicious customer reviews.

(Updated August 2025)