The Brave Warrior
The flagship
The maker's own daily wear — the build that proved the workshop. Designed, assembled and regulated at this bench, and carried every day since: the standing example of what an HSP commission is built to be.
Bespoke watch workshop · Madison, Wisconsin
Built by hand.
Built for one.
HSP Timepieces builds custom automatic watches to commission — designed with you, assembled by hand around genuine Seiko NH35, NH36 and NH34 movements, and regulated before it leaves the bench. Your dial, your case, your strap. The only one of its kind.
Founding Commissions now open — the first five builds at founding pricing.
The workshop
A bespoke watch, made in Wisconsin
HSP Timepieces is a bespoke watch workshop in the Madison, Wisconsin area, and the workshop of maker Jace Krueger. Every watch is built to commission around genuine Seiko NH-series automatic movements — your dial, your case, your strap, assembled by hand and regulated before it leaves the bench.
There is no inventory here and nothing comes off a shelf. Parts are sourced for your build alone, the watch is assembled and regulated at one bench, and you see photographs of it at every stage. From tribute builds honoring family and service, to one-of-one pieces designed with you from the first sketch, each HSP watch is the only one of its kind.
Commissions are taken by appointment, serving Madison, Barneveld, Dodgeville, Mount Horeb, Verona, Middleton, Sauk City and the wider Madison metropolitan area — and by post, anywhere in the United States.
Portfolio
Proof pieces
Three builds that show what a commission can be. Photography of each finished piece joins this page as the portfolio library is completed.
The Operator
A tribute build
Built for the maker's grandfather — a Vietnam veteran and lifelong amateur radio operator, call sign N9XJG. A grandson's thank-you, designed around a life of service and signals, and worn by him today.
Moss Agate
In progress
A build now on the bench for the maker's fiancée, centered on a natural moss agate dial — no two stones alike, so no second watch like it can ever be made.
How a commission works
From first sketch to your wrist
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1
Design conversation
Tell the workshop the watch you have in mind — a style, a story, a person it honors. We talk through dial, case, hands, strap and movement until the design is yours.
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2
Written plan & firm quote
You receive a written build plan with the parts specified and a firm price — the price on the plan is the price you pay, agreed before any money moves.
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3
The build
A 50% deposit starts the build. Parts are sourced for your watch, it is assembled and regulated by hand, and bench photographs reach you at parts arrival, assembly and regulation.
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4
Delivery
The balance is due on completion photographs, before shipping. Your watch arrives with care guidance and an itemized invoice from the workshop (HSP invoice series) — and a workmanship warranty behind it.
The price card
Commissions, priced in the open
Custom work is usually quoted in the dark. Ours is on the wall: three tiers, honest lead times, and terms that are the same for every client.
The Commission
Standard
$395
Founding five: $315
- Seiko NH35 or NH36 automatic movement
- Your design from the workshop's curated parts catalog — case, dial, hands, strap
- Regulation printout and presentation box
- 1-year workmanship warranty
- Lead time 3–4 weeks
The Signature
Premium
$575
Founding five: $460
- NH34 GMT, NH36 or NH35 movement
- Premium parts — double-dome sapphire, ceramic, solid-link bracelet
- Custom dial text or engraved caseback / rotor
- Everything in The Commission, plus a build-in-progress photo set
- 2-year workmanship warranty
- Lead time 3–4 weeks
The Tribute
Luxury
Quoted, from $850
Founding courtesy applied to quotes
- Fully one-of-one: custom-printed dial art, engraving, story-driven design — nothing repeated
- Any NH-series movement, including skeleton NH70-series
- Everything in The Signature, plus a written build record documenting the piece and its story
- 2-year workmanship warranty
- Lead time 4–6 weeks, quoted
Terms, all tiers: 50% non-refundable deposit to start · balance due on completion photos, before shipping · lead time 3–4 weeks (Tribute 4–6 weeks) · 1-year workmanship warranty standard, 2-year on Signature and Tribute · insured US shipping included.
Founding Commissions — five slots
The first five commissions are offered at founding pricing — $315 for The Commission and $460 for The Signature — in exchange for three things: build photography the workshop may publish, a written testimonial, and a review once your watch is on your wrist. When the five are gone, the founding prices go with them.
Claim a founding slotQuestions
Asked often
Who makes bespoke custom watches in Madison, Wisconsin?
HSP Timepieces is a bespoke watch workshop in the Madison, Wisconsin area, run by watchmaker Jace Krueger. Every watch is built to commission by hand around Seiko NH-series automatic movements — there is no inventory and no shelf stock; each piece is designed with one client and made for that client alone.
How much does a custom Seiko-mod watch cost?
A custom Seiko-mod commission at HSP Timepieces starts at $395 (The Commission, NH35 or NH36). The Signature tier, with premium parts and an NH34 GMT option, is $575. Fully one-of-one Tribute commissions are quoted per design, from $850. The first five commissions are offered at founding prices — $315 and $460 — in exchange for build photography, a testimonial and a review.
How do I commission a custom watch?
Start with the inquiry form below, an email to contact@heartshotholdings.com, or a direct message on Instagram. You will receive a written plan and a firm quote; a 50% deposit starts the build, and the balance is due on completion photos, before shipping.
How long does a commissioned watch take to build?
Most commissions are completed in 3–4 weeks, because parts are sourced for each individual build. Tribute commissions take 4–6 weeks. Your lead time is stated in writing before the build starts.
Start a commission
Tell us the watch you're dreaming of
Fill in the form and it opens your email app with the inquiry already written — your message goes straight to the workshop, and you'll hear back with next steps and a design conversation. Prefer another route? Email contact@heartshotholdings.com directly, or send a direct message on Instagram (@hsptimepieces).