Bold, Unique, Individually Machined with Swiss Quartz Movement WATCHES

Small Batch, CNC-Machined Lifestyle Watches

Just Because I Can.

The Watches

Creatively designed, carefully engineered, intelligently CNC-machined one part at a time and brought to life with a perfect Swiss Quartz movement, POUNDFOOLISH Watches™ are the cat's meow of making that bold statement of who you are. It reflects YOUR lifestyle.

Swiss Quartz Movement SWISS QUARTZ

Our watches only use Swiss Quartz movement and are designed to comply with strict Swiss quality standards. Quartz movements are very accurate and require minimal maintenance aside from battery replacements.

Stainless Steel Case ROBUST CASE

Our CNC-machined case is cut from top-shelf stainless steel material and coated with Physical Vapor Deposition (PVD). This decrease friction wear on metal parts, reduces wear and looks cutting edge.

Choose a Color YOU CHOOSE

Choose one of our colors or your own custom color for the face. Also, you have a choice of band with a high grade silicone or stainless steel PVD finished link bracelet with butterfly clasp. *The two square watches come in the PVD bracelet only.

Located in San Diego, California, POUNDFOOLISH Watches is a boutique designer and manufacturer of bold yet sophisticated, individually CNC-machined statement-styled watches.

We make watches that are not necessarily needed, but wanted. These are for you who celebrate success, shows the excess, proves a go-for-broke demeanor with a West Coast cowboy attitude. We love to go fast, be free, have fun with family, and our watches reflect this ideology of living life to the fullest.

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Gene Farris


Designer, Sales

Gene is the ultimate outdoor enthusiast; off-roading, boating, motorcycles and watches are his favorite pastimes. Gene spent 7 years working in the motorcycle industry, managing and creating some of the most stylish and stunning custom bikes on the market. Gene spends Summers boating at the Colorado river and winters RZR riding the dunes of the desert. These three hobbies inspired his last hobby which is watch collecting. Gene wanted to create a master time piece that would cater to all his favorite industries, and that is exactly how POUNDFOOLISH was created.

Bryan Simica

Bryan Simica


Engineer, Operations

Bryan is the mastermind of the operation. He is an avid MX racer and has competed in multiple desert series races. When he is not on his dirt bike he likes to cool off boating at the Colorado river. Bryan’s passion and precision of designing motocross, off-road and boat parts have made him a valuable counterpart. With 25+ years of fabrication and engineering experience, there is nothing Bryan cannot create. As a renowned head engineer, Bryan has created many masterpieces for a variety of different entities including the U.S. Military, products debuting at Sema and various off-road companies.


No half measures. No short cuts. Because we require the best.




You Know You Want One.

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Contact Information

Customer Service:

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Lakeside, California