Sō Labs

Active

Chicago, Illinois, United StatesEst. 2019Rick Cosgrove & Andrew Perez$175–$1,295 Website

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Philosophy

Statement Limited Run Weird Art Kid Fun Design-Forward

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United States 40–42mm Under $250

Brand vibe

So Labs makes watches for people who think a dial should be more like... a funky canvas. Founded in Chi-town in 2019 by Rick Cosgrove and Andrew Perez (the latter also behind Astor & Banks) the pair say they met through RedBar Chicago and built the brand around a single idea: layering color and transparency until a watch stops looking like a watch.. Dials carry no text and no logo, just crisscrossing semicircles + triangles in combinations named like ice cream flavors: Iced Oatmeal, Iron Flamingo, Salmon Fandango (well maybe not that one), and Plum Punch.

Release Archive

Layer 2.5 | Iced Oatmeal

5 colorways

USD $1,295

40mm Sellita SW220-1 100m WR

Layer Three Desk Clock

USD $125

Quartz

Find Out More

Head over to the Sō Labs website right here.

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Sourcing & Build

Needs Confirmation

Case origin

Not disclosed

Dial origin

Not disclosed

Hands origin

Not disclosed

Lume type

Select Layer One models fully lumed; Layer Two lume not disclosed

Movements

SW220-1

2105

Sourcing Notes: Per the brand's own website: designed in Chicago, Illinois. Layer Two Series uses the Swiss Sellita SW220-1 automatic in a 316L stainless steel case (40mm, 42mm lug-to-lug, 11mm case height / 12.95mm with domed sapphire, 10ATM) with quick-release 316L bracelet plus a Veblenist suede or nubuck strap. Layer One Series (entry level model, sold out) used a Miyota quartz movement in a 38mm acrylic case, 3ATM, with die-cut dials and handset discs. Case, dial and hands suppliers are not disclosed on the site.

Cost Transparency

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Ships from Chicago, United States

Tariff-free

No import duties for American buyers

This brand assembles in the US — watches ship tariff-free to domestic addresses.

No import duty on domestically assembled watches. Brands like TSAO Baltimore, Nodus, Vaer, and Vortic ship tariff-free to US buyers.

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 tariffs