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Dave Portnoy’s 2022 launch of Brick Watch Company drew criticism because watch enthusiasts questioned whether its two watches justified their reported US$2,399 launch prices. The dispute centered on value, manufacturing costs and how much of the watches was made in the United States—not on a settled finding that the watches cost a particular amount to produce.
What sparked the dispute?
Time+Tide reported on December 11, 2022, that Barstool Sports founder Dave Portnoy had launched Brick Watch Company with two collections: the Classic ’22 and Chrono-Diver ’22. The watches were each listed at a launch price of US$2,399, prompting criticism from watch enthusiasts.
Menswear writer Derek Guy was among the prominent critics. Time+Tide described his accusation as a claim that Portnoy was selling a “$42 watch” at a much higher price. That figure was an allegation, not an independently established production cost.
Portnoy pushed back in a social-media video, saying the $42 figure was wrong and that he had hired a company to make the watches. He also said he had taken part in design decisions. Time+Tide quoted his explanation: “News flash. I don’t know how to make ******* watches. I had to hire a company to make my watches.”
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What did Brick offer at launch?
The product specifications and prices below are those Time+Tide reported in 2022; they should not be read as confirmation of current availability, pricing or specifications.
| Model | Reported launch details | Reported launch price |
|---|---|---|
| Classic ’22 | Sellita SW 200-1 self-winding movement; 38 mm and 42 mm sizes; 316L stainless-steel case and bracelet; multiple dial and case configurations; 100 m water resistance. | US$2,399 |
| Chrono-Diver ’22 | Ronda Startech 5040.D Swiss quartz movement, chronograph functions, timing bezel and 100 m water resistance. | US$2,399 |
Brick reportedly described its watches as designed, engineered and built in the United States using Swiss and imported parts. Time+Tide’s writer said the exact extent of US manufacturing was unclear. The available account does not establish the watches’ manufacturing chain.
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- Smart Watch Winder – The Fancy “Brick” wrist watch winder from Boxy winds men’s and women’s watches automatically to get them accurate and ready for wear. It can be used for men’s as well as women's watches. Maximum watch diameter is 2.125" (55 mm)
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- Precise Movement - Watch comes to rest in 12 o'clock position for a better display after each winding cycle.
What was claimed about the production cost?
Time+Tide reported that Portnoy displayed what appeared to be an invoice and claimed a US$3.8 million total production-run cost, including an initial payment of US$852,000. Those were Portnoy’s reported claims, not independently verified figures.
The account did not establish how many watches were ordered or sold, the company’s margins, or the actual cost of producing each watch. Without those details, neither the accusation of a $42 cost nor Portnoy’s total-cost claim resolves whether the launch price represented good value.
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Time+Tide also pointed to a warranty-page address and payment structure described on American Watch Company’s FAQ as circumstantial grounds to suggest that company might have been involved as a supplier. It did not confirm that American Watch Company made the Brick watches.
Were the watches worth US$2,399?
There is no definitive answer in the available reporting. A movement name, case material and water-resistance rating describe some of a watch’s specifications, but do not by themselves establish its finishing quality, reliability, service experience or value for money. The evidence does not include independent testing or verified production costs.
Rank #4
- Smart Watch Winder – The Fancy “Brick” wrist watch winder from Boxy winds men’s and women’s watches automatically to get them accurate and ready for wear. It can be used for men’s as well as women's watches. Maximum watch diameter is 2.125" (55 mm)
- Stylish Storage & Viewing – A sleek design with gloss finish, our orange watch winders are compact, stackable, and feature a transparent faceplate for easy identification.
- Adjustable Turns per Day – Offering clockwise, counterclockwise, and bi-directional windage, these wristwatch winders let you select from 650 to 3600 TPDs.
- Boxy 1-Year Warranty – Every Boxy product is backed by a reliable warranty and unbeatable customer support to ensure long-lasting quality you can trust. Each watch winder comes with two extra driving belts.
- Precise Movement - Watch comes to rest in 12 o'clock position for a better display after each winding cycle.
In its 2022 article, Time+Tide’s Zach Blass argued that alternatives from Monta, Oris, Longines and Hamilton could offer better perceived build or comparable pricing. That was the author’s judgment at the time, not a current, independently tested ranking. The article named the Monta Noble in particular, but did not provide a consistent, up-to-date comparison across the alternatives.
Anyone assessing a Brick watch or comparing it with another model should check the specific watch’s current details rather than relying on launch-era claims:
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- The parameters of the CR2032 battery include a diameter of 20mm, a height of 3.2mm, a nominal voltage of 3V, and a rated capacity of 200-240mAh.
- Movement type and functions: automatic movements and quartz chronographs offer different ownership experiences.
- Case size, materials and finishing: confirm the exact configuration, since the Classic ’22 reportedly came in different sizes and variants.
- Water resistance: treat a rating as a specification, not a measure of overall build quality.
- Warranty and service support: verify who handles repairs and what the current terms cover.
- Current price and availability: launch prices from 2022 do not establish today’s price or whether a model is still sold.
What remains uncertain?
Time+Tide’s December 2022 report is the basis for the launch details and the competing claims. It does not establish Brick Watch Company’s current lineup, stock, pricing, warranty terms, manufacturing origin, production quantities, margins or charitable contribution policy.
The article said Brick claimed that 20% of proceeds would support small businesses. That is a launch-era reported claim; the report does not verify the current policy or how much has been donated. Portnoy’s account of the brand’s origin, as quoted by Time+Tide from Brick’s website, was: “I was walking out of a casino and was handed a watch as a gift by a stranger.”
Read Time+Tide’s December 11, 2022 account for the original reporting on the launch and dispute.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
