Sartory Billard - History, Models and Owners' Reviews

Sartory Billard is a watch brand founded in 2015 in France, with a main workshop in Moselle and production capabilities in Sainte-Croix, Switzerland. Initiated by designer Armand Billard (originally co-created with Ludovic Sartory), the brand addresses collectors who want to co-design a truly bespoke watch, focused on material, colour and a clean time display.

Bespoke in France: Moselle workshop and co-creation

The core is a collaborative process where buyers choose materials, textures and finishes—heat-coloured titanium, stone, enamel, Comblémine guilloché—with assembly in France and a network of artisans in Switzerland, Germany and France; from sketch to assembly, the client co-drives every decision alongside Armand Billard.

From SB01–SB03 to SB04, SB05 and the SB06 tourbillon

Born as a side project in 2015, the early series (SB01, SB02, SB03) led to more mature families: SB04 (bespoke three-hander in 37 or 40 mm), SB05 (finer, more precious pieces) and SB06 (a flying tourbillon with a proprietary movement developed with Comblémine); the evolution crystallised with the SB04 family, now the brand’s most in-demand bespoke platform.

• Sartory Billard SB04 — Customisable three-hand model with titanium/stone/enamel dials; La Joux-Perret G100 automatic; steel/titanium cases (37 mm SB04-S or 40 mm).
• Sartory Billard SB05 — More refined line (often tantalum), hand-guilloché/enamel dials, LJP 7380 hand-wound calibre (90 h), compact sizing.
• Sartory Billard SB06 — Flying tourbillon with SBT01 movement developed for the brand with Comblémine; high customisation potential.
• Sartory Billard SB08 — Recent development around a new architecture/aesthetic within the house’s bespoke spirit.

Personalisation, budgets and materials

Pricing varies with configurations (single-material, stone, guilloché, dual-material dials, case options); for an SB04, the publicly stated entry point is around €3,000–4,000 ex-VAT depending on finishes, with an indicative €300–600 supplement for titanium cases (mixed, matte or fully polished). Pricing for more complex pieces (SB05, SB06) is shared on request based on personalisation level.

Selective network and distribution

The brand works primarily direct-to-collector via its bespoke journey, complemented by a few retail partners in Europe (e.g., a partnership announced in the Netherlands), while volumes are not disclosed; this intentionally short channel strengthens creative dialogue and order follow-up.

Conclusion

Sartory Billard speaks to enthusiasts who want to co-author their watch: legible, material-driven, and unmistakably personal. The house is identifiable by its crafted dials (heat-coloured titanium, stone, enamel, guilloché), assembly in France, and the founder’s hands-on involvement. A Sartory Billard SB04 suits highly personalised daily wear; a Sartory Billard SB05 targets a more precious expression; a Sartory Billard SB06 adds the poetic mechanics of a tourbillon. To refine your choice (real-world legibility, presence, comfort), rely on Dialicious customer reviews.

(Updated August 2025)