SummaryLondon's Split Watches debuts in the US with the Split GMT, emphasizing authenticity and cultural storytellingThe GMT features a 40mm case size, Miyota 9075 true GMT movement and colorways inspired by music and geographyLondon-based watchmaker Split Watches has officially made its US market debut, introducing an unconventional, "human-first" philosophy to modern horology. Founded by longtime friends Ed Margulies, a third-generation watchmaker with extensive experience in high-end Swiss horology, and musician Dara Amjadi, the brand deliberately rejects traditional status symbols in favor of meaning, intention, and material honesty.Driven by counterculture influences and music, Split's design codes emphasize emotional authenticity, even configuring their watch hands to a distinctive 7:23 position to subtly mirror a frown as a prompt for open conversations regarding mental well-being. Reinforcing this mission as a central pillar of their business, the brand partners with MusiCares to fund one hour of therapy for young people with every single watch sold.To spearhead their American introduction, the watchmaker has launched the Split GMT, a 40mm timepiece engineered for structural endurance and daily wear. Deviating from standard shiny Swiss configurations to embrace an authentic Japanese design influence, the watch utilizes a Miyota 9075 automatic movement. This caliber delivers a "true GMT" complication that allows for independent local-hour adjustments without disrupting active timekeeping — a premium mechanical feature typically reserved for much higher price points. The visual lineup consists of four distinct colorways - beige, blue, black and green - with each hue grounding the timepiece in specific cultural and musical geographies shared between the U.S. and the UK, such as the Hudson River in New York, the Mississippi Delta and the River Rea in Birmingham.Retail pricing for the Split GMT begins at $980 USD, reinforcing the brand’s commitment to accessibility without compromising build quality. This launch follows the success of Split’s MC chronograph line, which established its bold, clean aesthetic and cultural references. With its US debut, Split Watches also extends its social mission: for every watch sold, the brand funds one hour of therapy through Musicares, supporting young people’s access to mental health care.