The Elliot Brown Project 354 Holton Professional Limited Edition

It is with great pride that all of us at Page and Cooper announce a very special and meaningful project. One that we think is sure to resonate with fans of Military watches all over the World.

Our own and exclusive Project 354 Dive Watch.

There is much to tell about this project. Let's start at the very beginning. We are fortunate in having customers around the globe who rely on supremely accurate timekeeping for their professional use as well as their pleasure. Members of the military and that, of course, includes members of Her Majesty’s Armed Forces. Through our sources we became aware of a brand new military specification Dive Watch being developed by our good friends at Elliot Brown. Not from an existing model, but an entirely new concept designed for the needs of our armed forces. We must make it clear at the outset that in this dialogue we are not at liberty to disclose who the users of this watch are. This is NOT a licensing deal or a marketing gimmick. This is the ‘real deal’ and we must respect all security issues concerning the end users. Suffice to say that this watch has already been certified and awarded a Ministry of Defence NSN (Nato Stock Number). Watches have passed intense testing and evaluation including prolonged use in water at all temperatures, hot sandy conditions and intense cold.

Makers, Elliot Brown are distinguished in being the first British company to be commissioned to make a new military issue watch in the last 13 years. The watch is called the Holton Professional after the Royal Navy Cordite Factory which is close to the premises of Elliot Brown at Poole in Dorset. Here are some comments from Elliot Brown themselves:


“We were approached and asked to build this watch to the specification of a military group to whom it’s being issued as a piece of equipment. This is not a project where we make a watch of our spec with some customisation and the group purchase the watch personally. It’s NSN’d and the first watch from a British Company in over 10 years to be issued. Starting with our standard specification we were able to add specific fit-for-purpose functionality. High grip bezel, triple sealed and deeply recessed screw down crown at 4h, 5 lobe screw in strap bars to make changes easy using one tool and without the usual risk of scratching the case. C3/white Superluminova boldly applied for clarity and the perfect amount of lume. This military group did not want GTLS (they’ve tried that) and we need to make that clear. The specification includes an internal 316L stainless shock prevention system for the movement held by internal silicone elastomers, a 2mm sapphire crystal treated on the underside with anti-reflective coating, 316L stainless case, vapour blasted for a Matt finish with 0.8 Micron PVD applied at roughly twice the industry normal PVD thickness and as thick as we can go whilst maintaining the crisp case detailing, solid steel strap bars that screw into the case. The bolt down multi surfaced case back ensures a perfect seal without the rotational friction associated with screw down case backs. The bolt down fixing also creates the perfect compression in the shock absorbing elastomer and ensures that the logo and detailing are always perfectly aligned. The case size is exactly as required at 43mm and despite its clean slab sides, it doesn’t wear like a large watch. The bezel is unapologetically aggressive and fit for purpose - it’s not designed for use with a cuffed shirt! The Ronda movement has EOL to ensure that watches are not issued when they are about to run flat and servicing is quick and straightforward with a reseal and pressure test”.

Elliot Brown, together with Page and Cooper, wish to, and will, celebrate this significant moment in British horological Military History. Together we will create a unique edition of the ‘Holton Professional’. Just 60 pieces which we have named Project 354. We have designed two special dials using Royal Navy colours from the Second World War. Medium Grey G30 and Blue Grey B20 used by the Western Approaches squadron. The dials, together with the EB shield, are not dated so, no writing on the dial. But we have included the ‘broad arrow’ which has been used on all GB military equipment since antiquity. The production run of just 60 pieces will be further divided into 30 watches in standard charcoal grey/PVD case and 30 watches in vapour blasted stainless steel. So, with the two dial options and the two case finishes that gives just 15 watches in each variant. That’s rare!

SSAFA, the Armed Forces charity (Soldiers, Sailors and Airmen Families Association), Elliot Brown and Page & Cooper wish through the sale of this rare and limited edition, to contribute to the very fine and rewarding work of SSAFA. For every Elliot Brown 354 Watch sold, £25 will be paid in support of SSAFA, the Armed Forces charity. who are themselves enthusiastically supporting our project.

You can shop the Project 354 Holton limited edition watch here.