4th & Shop G10 NATO straps and the 4A collection for men and women in stock and ready to ship.
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Watch guides
Short answers for people searching affordable minimalist watches, NATO straps, and a Black-owned watch company in the USA.
If you want a daily watch under $100, start with the G10 NATO series. The G10 NATO Blue, White, Red, and RBG are 40mm quartz watches on nylon NATO straps. Each is $85, 30m water resistant, with a mineral crystal. They are unisex thin watches for men and women — not costume jewelry, not a $2,000 dress watch.
For a smaller case, the 4A line is the fit. 4A Maua is a 32mm women’s minimalist watch with a genuine leather strap. 4A Blom is the same 32mm quartz case with a stainless-steel strap. Both are $150 with analog display and 30m water resistance. 36mm 4A BOLD sits between the 32mm styles and the 42mm Reloj.
A G10 NATO watch is a 40mm minimalist quartz watch on a one-piece nylon strap. 4th & Avery’s G10 series uses a 20mm NATO band, rose gold accents on several colorways, and a 3-hand analog display. The G10 G&B Gamecock Edition is $100. BLACK GOLD is $125. Same platform, different finish.
4th & Avery designs contemporary watches in the United States. The catalog is small on purpose: G10 NATO colors, the 4A leather and steel collection, and the 4A Golf Umbrella. You are not browsing 400 dropshipped SKUs. Subscribe for 10% off, then add an in-stock watch to bag.
Yes. The 4A Maua and 4A Blom are 32mm women’s watches with leather or steel straps. Shop the women’s collection.
A 40mm minimalist quartz watch on a one-piece nylon NATO band. 4th & Avery G10 models use a 20mm strap, mineral crystal, and 30m water resistance.
Yes, to 30 meters (98 feet). Fine for rain and splashes. Not for diving or snorkeling.
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