As a serial watch flipper this is the longest time I’ve owned a watch, so I guess I must like it as I have no intention to sell my JS Watch Company Sif N.A.R.T.

There is a lot of things to like about this watch and the company from Reykjavik, Iceland. Self proclaimed as Probably the World’s Smallest Watch Manufacturer, JS Watch Co. is a seriously cool band of watchmakers led by the master watchmaker Gilbert.

They use a lot of cool advertising featuring stunning Icelandic women who turn the head of everyone apart from our hero Gilbert. He never loses his concentration, that man must have an iron will as those Icelandic girls are very hot.

A big hall of fame of celebrities who visit the small shop adds to the cool factor, apparently, even the Dalai Lama has one.

About the JS Watch Company Sif N.A.R.T, it’s 40mm but chunky at 13.5mm, movement is a top grade eta 2824 movement. The screw down crown is the smoothest action I have ever had and is signed with a G for I’m guessing Gilbert the watchmaker. The case finishing is perfect, this is a very high quality watch and the attention to detail is extremely good.

Water resistant to 1000 meters which is a hell of a lot for such a small watch. Can it be called a Divers Watch without a bezel? I don’t know but it is more waterproof than most of my divers.

The watch was made for the Icelandic coast guard and is named after the rescue helicopter TF-SIF which saved the lives of over 250 people over its 22 years in service so it’s a tough watch built to withstand the North Sea.