HANDS-ON: The Monta Oceanking, a watch price-positioned between Seiko and Tudor

Bruce Duguay

When the Monta Oceanking arrived one day, I didn’t quite know what to make of it. Luckily, I was able to secure a phone interview with Justin Kraudel, the president of Monta. Mr Kraudel is as enthusiastic about watches as any of us (perhaps more so) and was eager to school me on Monta in general and give me some excellent background on the Oceanking and where it sits in the dive watch arena.

Perhaps most interesting was the portion of our chat surrounding Monta’s transactional model, which consists nearly entirely of online sales direct from their website. Total transparency in the purchase process is their first priority, along with direct customer service after the sale. Kraudel’s passion for customer experience came across completely clearly and genuinely as Monta is on a mission not only to conquer new owners but also retain a loyal following.

Monta also knows that watch enthusiasts like the details. Because of its size and ability to make quick changes to product offerings and variations, Kraudel says Monta already has followers chasing production dial variations, tracking minor generational changes and creating buzz about limited edition models on the forums. This is the kind of activity that keeps brand excitement high. Monta is also very adept at managing its brand image through highly interactive social media, particularly effective during these “work from home” times.

I donned the Oceanking with all of this new information in mind and the watch started to captivate me. Priced at just over $3000 (AUD), the Oceanking occupies precious territory above the garden variety Seiko divers and below offerings from Tudor and Omega. I quickly took stock of the equipment on offer with the Monta and found that it punched right up there with the big boys and it starts, surprisingly, with the bracelet. With its fully articulating bevelled links, the bracelet brings a suppleness around the wrist that exudes comfort. The clasp has an easy to operate micro adjustment that you won’t find on the Tudor Black Bay and has the extra detail of an upscale polished flip-lock. Additionally, because Monta is helmed by the same company that is behind Everest Bands, the Oceanking can easily be ordered with a rubber strap.

The bang-for-buck quotient increases with a svelte profile case that comes in just under 41mm and echoes the feel of a five-digit reference Submariner (before they got the chunky lugs a decade ago) and slips very easily under any shirt cuff. Precision bevelling on the lugs, and a solid caseback inscribed with just the basic details, convey the stable quality necessary in a modern dive watch. High-tech ceramic comes into play on the bezel, which rotates with assertive clicks at each minute interval. Bezel functionality is further enhanced by full luminescence.

Under the flat sapphire crystal, the dial is simple and highly legible. My OCD loves the precision of the text mentioning that 1000 feet does in fact equal 304 metres, not 300, like Rolex would have you believe. Under the dial of the Oceanking, Monta places the Sellita SW300 automatic movement to work under its own label of Calibre M-22. This particular model has the date window at six o’clock and a credible 42-hour power reserve. The Oceanking can also be had without the date, for an even cleaner dial look.

After my time with the Oceanking, I definitely gained an immense admiration for Monta. Using a modern transactional model to go up against the giants of the watch industry and focusing on customer service and retention helps Monta rapidly build credibility as a company. I’m excited to keep track of their evolution over the next few years as Justin and his team adapt and change to the market as well as customer desires, with the attention to detail that we’ve now come to expect in this day and age.