The mid-range watch market has exploded in the last few years. It seems like most guys in their early 20's to mid 30's own a watch by Nixon, or any number of the similar brands that have popped up in recent years.

Like all good things, Nixon's are becoming almost too popular for their own good. You seem them everywhere and in some respects the brand name has taken a hit.

For the last few months I've been searching for something new, unique and functional that didn't require a trip to a high-priced jeweler. Sure enough a lazy afternoon of searching online yielded Tsovet. Easily one of the best new watch companies around

Tsovet was started by the founders of Vestal, but with a much different objective. Instead of going for the core action sports and music audiences (Vestal's first line was actually conceived while listening to Interpol) Tsovet seems to hit a higher end market. The watches are elegant, simple and unlike anything available.

About the only comparison I can draw is to Bell & Ross - which certainly isn't a bad thing. Do yourself a favor and check out the official Tsovet website.