Artra to release 100 Rolleiflex-inspired watches

Artra is preparing the Camera Dual: Rolleiflex anniversary watch, inspired by a twin-lens camera; only 100 will be made. Reports differ on the movement, and the price of around $1,760 has yet to be confirmed.

Artra is preparing a Rolleiflex-inspired watch: only 100 will be made

Artra, known for its photographic lenses and watches, has teamed up with Rollei to create the limited-edition Artra Camera Dual: Rolleiflex. The new design evokes classic Rolleiflex twin-lens reflex cameras. The release marks Rollei’s centenary.

Instead of a conventional watch face, it features a two-disc layout reminiscent of the lenses on a TLR camera. According to Artra, the design brings the character of a classic twin-lens camera to a wristwatch: the rotating elements and engraved emblems are intended as a tribute to the mechanics of film photography.

The anniversary series will comprise 100 watches—one for each year since Rollei was founded. However, the Rolleiflex camera that directly inspired the design did not appear in 1926, but in 1929. Rollei’s first camera was the stereoscopic Rolleidoscop, released in 1926.

Movement and materials

Watchik reported the public debut of the Artra Camera Dual: Rolleiflex at the 45th Hong Kong Watch & Clock Fair. According to the publication, the watch features an automatic Miyota movement and two sapphire crystals, while the enamel finish will be available in six colors: white, green, black, red, gold, and blue.

Digital Camera World provides different information about the movement: according to the publication, the model is equipped with an automatic Seiko NH05 caliber. The reports on the movement therefore differ for now.

How much will the watch cost?

Artra has not yet announced the price on social media or listed the new model on its website. However, Digital Camera World gives a price of HK$13,800—approximately $1,760 at the current exchange rate.

The company said an official announcement, including pricing information, is expected in late October. As of October 27, the sales start date and watch availability had not yet been announced, but the release is expected soon.

Other watches inspired by Rollei

This is not the first model to draw on the distinctive look of Rollei cameras. In recent years, Tacs released the ATL Rollei for $980. This model incorporates TLR-inspired elements into a traditional round watch face. It is currently out of stock. In terms of its resemblance to a camera, Artra’s new design appears closer to the original Rolleiflex design.

Artra also has the Camera One watch series. The company has already released photography-themed models with attention to detail, expanding its business beyond lens manufacturing.