Attentive readers may notice some interesting-looking watches in many of the photos of Springfield Armory products on the company’s website, as well as some articles in The Armory Life print magazine and website. If you are into timepieces, you certainly will have perked up at the sight of these sports watches from ArmourLite Watches.
ArmourLite is a small watch-making company in the Miami, Florida area. Founded in 2007, the company’s focus is on watches for the outdoors, the military and first responders. ArmourLite and its companion brand, Isobrite, use proprietary technologies in their cases, crystals and illumination.
ArmourLite owner and founder Ashley Diener was kind enough to send Springfield Armory a set of their superlative watches for use in this photography. I met Mr. Diener some years back at his ArmourLite booth at the SHOT Show. I will always remember the hardware store hammer he used to whack his proprietary Armourglass watch crystals at that show.
I found him to be heartfelt about his products and the watch industry as a whole. In handling the ArmourLite timepieces, I can attest that they are fine engineering.
We’d like to thank Mr. Diener for taking the time to do this interview with The Armory Life.
The Armory Life (TAL): Please tell our readers what excites you about watches.
Ashley Diener (AD): Watches are form and function. They have a presence, appearance and structure. They make a statement and define my character. They are a companion, guardian, savior and aesthetically pleasing to wear.
They also have a purpose and a role in my life. They provide a pathway for my daily life, allowing me to plan and regulate my day most efficiently. The tritium, as it starts to glow as night approaches, always seems to amaze me. When I am wearing an automatic watch, watching the gears of the movement perform their delicate transmission on my wrist is pure bliss.
TAL: What experience did you have in the watch-making industry before founding ArmourLite?
AD: I sold many name-brand watches online as a reseller prior to starting my own brand. I dealt with retailers, wholesalers and customers, all contributing to my mental database.
TAL: When did you first get the idea to start your own watch company?
AD: I bumped into a friend of mine at a retreat who was representing a brand of watches. He was doing well selling them. I had bought and sold a few watches online before, so I thought it would be a good idea to resell the brand he represented. The watches were great sellers, and I did very well. After a while, I started to purchase the watches directly from the manufacturer and continued to increase my volume of sales.
But then I was getting complaints from customers that certain issues came up, with the watches not being covered under warranty (which I felt they should have been). The watches were not very well-made. The company also had a nasty attitude towards me, even though I was one of the top sellers. It was hard for me to face the customers with all these issues and try to explain them, so I just I covered these repairs or exchanges at my own expense. It was then I decided I would make my own watch.
This experience taught me how not to run a watch company. I was going to make my own product and treat the customers and dealers the way I was brought up and the way I believe they should be treated.
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TAL: Can you tell us a bit more about your team at ArmourLite?
AD: We have our team members who have been with us for over 12 years, a testament to our benevolent working environment and, of course, a great boss. I treat each team member as family and part of the company. They all play a pivotal role in the company. We have expert repair techs. People with good customer experience and IT guys keep the backend fine-tuned.
TAL: How do you get inspiration for designing new models?
AD: Inspiration comes on a daily basis from architecture, machines, mechanics, fluid motion, life experiences and customer feedback. All the intriguing things that I see. I envision how I can incorporate this experience and design it into a watch. I create the watches for myself. They are a reflection of my passion and creativity. I ask myself, “Would I wear this watch proudly?” Once I am satisfied with the design, I enjoy sharing my creations with my customers. The greatest motivation and inspiration to me is to meet the customers at trade shows and hear the comments about how much they love the watches. That “it’s the best watch I’ve ever owned, and my wife will kill me, but I want to buy another watch.”
The inspiration continues after a newly designed watch has been completed. I have a new idea pop into my head as to how the next one should look.
TAL: What is ArmourLite’s best-selling watch?
AD: Best-selling watches are the Afterburner and Field series.
TAL: What has been your favorite watch design?
AD: It is like asking a parent who is your favorite child. In order not to slight my progeny, I will provide a diplomatic response. From a technical level, it would be our 24-hour/12-hour dual time watch, which was the most challenging. From a tritium junkie perspective, I would say the T100 Afterburner with its large flat tubes mounted on a carbon fiber dial, encased in a lightweight carbon fiber case. It is most impressive and mesmerizing to look at, never losing its luster and charm.
TAL: What made you decide to invent the Armourglass crystal?
AD: We had a friend, a stuntman in Hollywood, doing the Fast and Furious movies. He always commented he could not wear a watch because he would break them. So, we came up with the idea of an extremely rugged watch with shatterproof glass — Armourglass. It turned out that many people are tough on their watches, and now they have a watch they can wear anytime. It may seem like overkill for most, but it is good to know you have a watch to wear in almost any condition.
TAL: Tell us about the Isobrite brand.
AD: Isobrite was created a couple of years after ArmourLite to offer the latest technology in tritium, T100. The name is a play on words describing the new technology: “I so brite.” Other brands have been and are currently using T25 technology, which refers to the total amount of millicuries of radioactive gas in sealed glass tubes assembled on the watch dial. Using T100, we have up to four times the amount of radioactive substance, and the watch has a brighter illumination at night. Although the T25 technology is sufficient to provide good night visibility, some people like and take advantage of our offering the brighter tubes.
TAL: What were some of the challenges when you came up with your carbon-fiber reinforced polycarbonate cases?
AD: The challenge is to make a rugged case that can get beat up, withstand 200m pressure in the water and maintain its shape and form.
After experimenting with different combinations of carbon fiber and polycarbonate, which are temperature resistant and impact resistant, we developed our cases that we use today. They are strong, rugged and have been tested for years by our many customers.
The watches are rated to 200 meters and need to be watertight to withstand the pressures below the ocean surface. Lastly, the cases need to maintain their shape and rigidity so all integrated parts can operate smoothly.
TAL: Can you pull back the curtain and give us some insider information about any upcoming models?
AD: We are trying to source in the USA as much as possible, and it could not come at a more appropriate time. Our customers want this and ask for it. We feel the quality is there to offer it at a competitive price, so we will be using made-in-USA movements as a major component for some of our upcoming models.
TAL: How do you feel the watch industry will be evolving in the next decade?
AD: The dichotomy and battle of the two watch types will continue between smart watches and classic timepieces.
I feel the wearable technology and smart watches will proceed to advance and have some amazing capabilities to enrich and enhance our lives. The classic and traditional watch will continue to attract new and old customers, those looking for luxury brands or tough tactical watches to wear for work, sporting activities or navigating rugged environments.
TAL: Can you tell us about ArmourLite’s Military, Law Enforcement, and First Responders’ Discount?
AD: As a company, we were looking for a way to give back and show appreciation for our protectors, both military and law enforcement. Instead of donating profits back to organizations that support the military and law enforcement, we thought it would be better to give a generous discount to the individuals themselves so we can interact on a more personal level and so they know exactly which company is showing their support. They are most appreciative and thank us all the time for this.
TAL: Thank you so much for your time. Do you have any concluding thoughts for our readers?
AD: Our larger corporate competitors look for ways to economize and save money on watch production. We, as a smaller custom watch manufacturer, look for ways to spend more money to make a better product. We offer a better personal and wearing experience and a better product.
We are so confident in our brand that we offer a trade-in program where you can trade any tritium watch and get a credit towards the purchase of a new ArmourLite watch.
TAL: We appreciate all you do, Mr. Diener.
It is evident that Mr. Diener and ArmourLite are leaders in the world of watches. His passion and commitment come through in his own words. For a small custom watch manufacturer, their price points are surprisingly reasonable. Check them out at ArmourLite and Isobrite Watches. And don’t forget about the kind Military and First Responders discount!
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