Thank you for your visit
Welcome to Timeless Valor (formerly SwissPL). In a world crowded with generic watch brands, we have forged a niche handcrafting custom timepieces that echo the milestones and memories of those who wear them.
We’ve spent nearly 25 years in the watch world — and since 2010, we’ve focused on handcrafting custom timepieces that honor military and law enforcement legacies. Each watch is crafted with a deep passion for artistry, blended with the precision of Swiss components and American craftsmanship.
Call to design your watch: 1-800-774-4980
or email us: contact@timelessvalor.com
25 YEARS IN THE WATCH INDUSTRY
Celebrating 15 years of honoring military service through custom timepieces, we are evolving. As we mark this milestone, we’re expanding our mission and unveiling a new chapter - one that continues to honor the legacy of the U.S. Military while reaching even further to connect generations through craftsmanship and storytelling.
The Design Begins With Your Story.
Your unique journey is a story that deserves to be told. Join us in designing a custom watch that reflects your individuality. Together, we’ll create a timepiece that celebrates your milestones and honors your sacrifices.
Now, let’s design your watch!
Watch Models in SS & DLC Black

The Classic watch (gen-4) comes equipped with an interchangeable bezel secured by 4 small screws.

"I make custom watches because of Snort. He is deeply missed!"
~ Alldaron (owner/designer)
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The real Top Gun. Legendary F-14 Tomcat Pilot • U.S. Navy TOPGUN Aviator • Renowned Air Show Performer.
He's the real-life inspiration behind Tom Cruise’s iconic role 'Maverick' in the movie 'Top Gun.'
He has been a mentor, an invaluable advisor and beyond that a deeply cherished friend.
Let customers speak for us


We convert your logo
If the graphic, plane, helicopter, or other design you’re interested in isn’t displayed on our website, don’t hesitate to reach out to us. We have experience transforming graphics and patches from various sources into wrist-art, including snapshots of patches from old flight jackets. We’re confident we can translate your graphic, logo, family crest, company brand, or team patch into a unique timepiece design.

Swiss Components
American Craftsmanship
Our collaboration with U.S. Military and Law Enforcement is a deep source of pride; however, our craftsmanship extends far beyond.
We work with race drivers, actors, and companies to produce corporate awards and anniversary editions. We have the honor of collaborating with experts across various professions, each a leader in their field.
Discover their custom timepieces and the unique stories they represent.
Made In House
Every timepiece is meticulously customized and hand-assembled for its respective owner right here in America, utilizing precision parts sourced from Switzerland, Germany, Italy, and the U.S. From time to time, we embark on special projects and create 'development editions' – CNC-machined in-house and released as limited-edition works of art.

“Celebrate together - raise a toast to shared moments, and enduring brotherhood.”