Philosophy
Brand vibe
Two childhood buddies in Le Mans apparently tired of analyzing other people's watches and built their own. The name is the first letters of their family names smashed together... Beguin and Hof-something... which is the most French-microbrand origin story imaginable. All it needs is a pack of smokes.
The catalog is a tour of what they actually like: a 39mm integrated-bracelet sport watch (the Urban 39), a checkered-dial Urbanstar that looks like a picnic blanket someone gave a sapphire crystal, a Wright Brothers aviation pair (Wilbur and Orville, because of course), a couple of skeleton/skull plays, and the Junglestar in tapestry-pattern dials in colors a respectable Swiss brand would never approve.
Movements are Miyota 8N24s and 8315s, cases are 316L sourced from China and Japan, and final regulation happens in Le Mans through a partner watchmaker called "The Guardians of Time" — a name they presumably did not workshop because it absolutely rules. If you want a sub-$700 French-assembled automatic with a sense of humor about itself, you've found it.
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Sourcing & Build
InferredSourcing Notes: Components manufactured primarily in China and Japan; 316L stainless-steel cases; K1 mineral crystal on most models, sapphire on the Urbanstar. Movements are Japanese Miyota 8N24 (automatic) and Miyota 8315 (60h automatic). Final assembly, in-house dial decoration ("decorated BegHof"), regulation, after-sales service and watchmaking handled in Le Mans, France by partner watchmaker The Guardians of Time (10 Star Street, 72000 Le Mans).
Cost Transparency
Ships from Le Mans, France
Current Rate
16%
6% HTS + 10% Section 122
Est. Duty
$57–$95
on $359–$591 watch
⚠ Current Section 122 rate expires Jul 24, 2026 — rates may change.
EU framework deal paused after SCOTUS ruling. Currently flat 10% Section 122. [Note as of June 17, 2026: USTR has proposed new Section 301 forced-labor tariffs (~10–12.5%) that, if enacted, would stack on top of current rates. Still in public-comment phase.]
Tariffs are assessed based on where the watch is assembled, not where individual components originate. A watch with a Japanese movement assembled in the US incurs no import duty.
Learn more about watch tariffsDiscover More
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This page was last updated: June 29, 2026 at 2 am