Wilbur - History, Models and Owners' Reviews

Wilbur is a watch brand founded in 2020 in California (USA) by designer Jason Wilbur, known for “supermachine” objects blending automotive language with architectural volumes; the brand targets enthusiasts of bold, small-batch timepieces, “American-born // Swiss-made.”

Modular exo-chassis and 3D dial staging

The signature is a nine-part “exo-chassis” case with openwork mid-case, visible bridges and multi-layer dial designed as a technical structure rather than mere trim; this automotive-style chassis architecture creates readable depth and a deliberate wrist presence.

Launch Edition, EXP and LEO: three use cases, one identity

The range clusters into three families: the debut Launch Edition, the more compact EXP for daily wear, and the top-tier LEO; each preserves the house codes (modular chassis, 3D dial) with different degrees of expression and rarity.

• Wilbur Launch Edition JWA — 44 mm, modular steel (9-part) case, 100 m, limited to 250 pieces; first official small-batch under the brand.
• Wilbur Launch Edition JWB — Black/red take with the same specs, limited to 250 pieces.
• Wilbur EXP — 41.5 mm, steel exo-skeleton with ceramic core on some versions, ultra-limited runs (often 100 pieces) for daily versatility.
• Wilbur LEO JW1 — 48 mm, digital jumping-hour display, 50/25/25-piece runs depending on variant; the “halo” piece.

Engineering & movements: US build, Japanese/Swiss bases

Watches are designed and assembled in the USA, with the Launch Edition using a Japanese automatic, while the EXP uses a Swiss movement modified and regulated in-house; the approach embraces a pragmatic “American-born // Swiss-made” stance focused on reliability and in-house regulation.

Positioning, pricing and distribution

The brand sits in the “design-driven independent” segment with observed MSRPs around 2,700 USD for the Wilbur Launch Edition, 4,500–4,750 USD for the Wilbur EXP (by version) and 32,500–36,500 USD for the Wilbur LEO; distribution is short (direct plus a handful of partners) and a Certified Pre-Owned program has been announced.

Conclusion

Wilbur appeals to fans of spectacular yet legible technical objects who want a statement design, limited runs and a “machine” experience on the wrist. You spot the brand by its modular exo-chassis, 3D dials and the more compact wear of the EXP. For a first contact, Launch Edition delivers the original DNA; for daily duty, EXP trims footprint; for a showcase piece, LEO amplifies the theatrics. To gauge comfort, legibility and day-to-day behaviour, rely on Dialicious customer reviews.

(Updated August 2025)