From 5 ATM to 15 ATM — what do these numbers mean to your watch? Because all you really want to know is if it can get wet, right?! Let’s talk water resistance.


Most new luxury watches come equipped with some water resistance, and whether they can handle a couple of splashes or can be worn on the beach, will all depend on their water resistance rating.


What’s in a number? When it comes to water resistance and your timepiece, a lot actually! At Craig Shelly, we craft unique and dapper luxury watches that can be worn in the boardroom and on your surfboard! Get into the nitty-gritty of water resistance in today’s post.


How confident are you in your watch’s water resistance? Let’s explore it!

Water Resistance and Your High-End Watch


If you’ve been culling the Craig Shelly watch collections, you may have come across all sorts of water resistance numbers, or ATMs. What do these numbers really mean?


The ATM rating on our watches refers to the fixed amount of pressure they can withstand. The pressure arises when we’re in or near the water, whether it be swimming or standing in the shower. The ATM does not, however, denote the depth to which a watch can be worn.

Most luxury watches are water resistant but not to be worn in the water for an extended time.

An ATM as a unit of measurement stands for atmosphere, and one atmosphere is equal to about 30 feet.


Most luxury watches are water-resistant, but not waterproof — they were designed to withstand some water, but most can’t be worn for swimming laps or extended water exposure.


Water, as most watchmakers can vouch for, is the enemy — seals can fail and cause water to flood your watch, not a great situation. 

Can a luxury watch be waterproof?


There are no high-end watches that are completely, 100% waterproof. The running definition of waterproof is that the watch can’t leak and that water can permeate the case and affect the movement.


Because there is always a chance that water could permeate, most luxury watches are not labeled as waterproof.  


But, what about diving and swimming watches?


Diving and swimming watches are typically categorized as between 200 and 1,000 ATM, so they can be used underwater and have additional durability. These very specific watches have a screw-down crown that increases their water resistance.


Your Watch And The Water


Earlier we mentioned how water is your watch’s worst enemy, so let’s get into that a little more.


How long does the water-resistance last?


When you invest in a luxury watch, you’re investing in a watch that you want to last a lifetime and possibly be passed down as an heirloom — in short, it needs to last. So, does a water resistance last?


It’s important to the functionality of your watch to have it tested for its water resistance at least once a year, possibly more depending on your lifestyle and if you have a watch with a higher ATM rating.


If you’re a surfer, sea kayaker, or take to the open water regularly, the salt can cause premature wear and tear and even corrosion. If this sounds like you, prevent any major damage and have your watch examined a couple of times a year.


What is a water resistance test?


Depending on the type of watch you have, the water-resistance test will vary. A watch expert will examine your watch checking that the gaskets are optimally sealed to prevent water from permeating. The water resistance is reliable, but only for so long, and in time, the gaskets will need maintenance and replacement.


Water-resistant can seem tricky to understand, but really the best advice to follow is to avoid submerging your watch in water if you can, and always check the ATM to get a better comprehension of how much water it can take — because it varies, greatly.


If you have any questions about the ATM rating on your Craig Shelly timepiece, please feel free to connect with us over the phone or online. We understand your luxury watch is an investment, so we want to be a resource and ally for all your watch needs!


For information about our watches or buy online today, start here!

Craig Shelly is known equally for their beautiful and timeless luxury watches as much as their drive to create change in the world!


What is a timepiece to you? Is it classic elegance or a special accessory you wear to meetings or evening galas? Perhaps it means much more. 

If you love Craig Shelly luxury timepieces, you not only invest in a watch that can be passed down to generations, but you’re investing in making a difference. At Craig Shelly, with every purchase of a watch, money is donated to a couple of hand-picked foundations such as Akshaya Patra and Shriners Hospital For Children  — learn more about what we do on our Giving Back page.

A Notable Month For Craig Shelly

Earlier this month, Craig Shah, founder and CEO of Craig Shelly, was recognized by Stardust Media and Society Magazine for his philanthropic brand that is making an impact on lives around the world. He was honored with a Global Citizen Award and stood alongside many other business humanitarians such as Shabana Azmi and Javed Akhtar.   

To fully cultivate his vision, he created a limited edition set of watches known as the Hope Collection. The beautifully-crafted timepieces reflect and shine a light onto what is so often a bleak world. The watches embody hope and this is Craig Shelly’s rumination on hope:

“‘HOPE’ … such a simple, pure, yet a Powerful word! It has the power to change anything and anyone. It can transform adversities into possibilities. Giving the gift of HOPE to someone is elevating their spirits and giving them a chance to make a difference in their lives and that of others around them.”

A pillar of Craig Shelly is fostering hope to those most in need — apart from donating so generously to children, Craig Shelly also supports foundations such as Along Comes Hope, Storm Aid, and A Soldier’s Journey Home. 

To further promote and spread his philanthropic endeavors, Craig Shelly has partnered with celebrities such as Ashton Kutcher, Mario Lopex, and others from the International Indian Film Academy (IIFA).

The Importance Of Alignment

These days, many consumers crave more, but not in the way you’d think. Not more for less or just more, but rather, more alignment and more purpose. People buying products want to know more of what’s behind it. 

It’s about the people. Who’s making the product? What’s their story and are they being paid fairly and treated with kindness and respect?  

It’s about the materials. People not only want high-quality materials, but they want transparency behind it, too. Where is it coming from? Is it ecologically sustainable? 

This is what consumers are curious about — the alignment. How does a product align with my core values? 

And this is where you can feel confident about the luxury watches Craig Shelly produces. Each watch is designed and made in Switzerland by an expert watchmaker and then assembled right here in the U.S. — it’s a simple and transparent way to craft watches! Not only do you get an unmatched quality but a watch that aligns.

So, if you want a product that oozes classic elegance, has parts in philanthropy, and can align with your core beliefs, a luxury timepiece by Craig Shelly is for you! 

Craig Shelly Partners

Akshaya Patra – This foundation serves kids in India nutritious meals each day while they attend school. The goal of Akshaya Patra is to eliminate classroom hunger so kids can focus solely on their education, increase school attendance, address malnutrition, and improve the socialization of castes in India.  

Shriners Hospital For Children – The mission at Shriners Hospital For Children is to provide high-quality care to children with neuromuscular conditions, burn injuries, and other special needs in a caring and collaborative environment. 

Support A Philanthropic Vision

Since its inception, Craig Shelly has been dedicated to creating a business with a purpose and putting people over profits. Because of his generous work, Craig Shah has received honorable awards for the work he does. He continues to craft watches that are more than an accessory, as witnessed in his newest timepiece anthology, the Hope Collection. 

Because today’s consumers are focused more on alignment and look more at what the business stands for in the people and materials that share in the process, consumers appreciate the philanthropic work and the simplicity behind the Craig Shelly luxury watch brand.

For more information about our company or watches, reach out to us today!    


The timeless essence of timepieces is here — now and forever — even with the ever omnipotent smartphones!


Technology develops — it innovates and progresses — but even with the swiftly moving technological world, watches still have a place, and no, they’re not irrelevant!


There are many scenarios where checking your watch is classier and better than checking your smartphone, but in today’s post, we’re going to examine why wearing a watch still holds so much value. 


At Craig Shelly, we pride ourselves on timeless elegance, because that is exactly what our watches are! Dive into the reasons why wearing a timepiece trumps smartphones!

Watch Wearing in The New Era!


If you don’t wear a watch you can look around and exclaim, who even wears a watch anymore? But, the reality of it is, a lot of people still wear a watch for reasons you may not even know. 


So, why wear a watch?


A watch is a part of your personal style.


What does a smartphone say about you? Not much. You have a phone just like the majority of the world. You can take too much information about a person through their smartphone. On the other hand, a watch tells you so much about a person. 


Not only does the brand of watch matter, but the style does as well. It’s safe to say that those who invest in luxury watches love the extravagance of it all — from the diamond-encrusted watch face to a tourbillon complication — high-end watches come with price tags that match. 


The style can also give you a glimpse into someone’s personality — are they wearing a sporty watch? They might be a runner or cyclist. How about the material it’s made from? Leather and fabric watch bands typically indicate more of an everyday watch, while metal or jeweled watch it typically is worn after dark and to fun galas and black-tie affairs. 


With a watch, you can find one that speaks to your personal style — from the color and material to the company that uniquely crafts it with you in mind. 


Watches break the ice!


Whether you’re in line getting your morning coffee or shaking your groove thang on the dance floor at a wedding, a watch is a great way to break the ice with someone or start the conversation. 


Tell us, can a smartphone start a conversation with a stranger or potentially get you that number? Perhaps, but a watch is much more organic! You likely have a much better chance of winning someone with, wow, that’s a great watch tell me more about it, then a cheesy pickup line or awkward introduction.


Also, you can find fellow watch enthusiasts with just a flash of your Craig Shelly timepiece! It’s fun to find other watch snobs to nerd out about horology with!

A watch makes a great gift!


Who wouldn’t love receiving a watch? A timepiece is a practical gift that not only looks great but it’s practical, too! It’s also something you can wear forever and pass it on as a family heirloom! Can a smartphone do this? It’ll likely be upgraded in a few short months!


A watch can be passed down.


We mentioned this above, but a timepiece is a great investment piece that you can enjoy now and that can be enjoyed for generations to come! A smartphone, however, could be a really good relic to bury in a time capsule, but something is telling us, it doesn’t have the same draw as a Craig Shelly watch complete with a tourbillon complication. 


Watches provide variety!


The great thing about becoming a watch enthusiast is you can start a watch collection and you can have a watch for every day of the week and for all the special events you attend! Do you get this kind of variety with a smartphone? Not even a little sliver! 


Choose a watch of leather or fabric for the office and have a couple of special watches for presentations and promotion interviews! And, don’t forget to keep your most prized timepiece for special black tie events and weddings!   


Watches are not irrelevant, and truly, they may have even more of a place than our smartphones!


For more information on the luxury men’s and women’s watches we carry, connect with us today!