De Rijke & Co.’s Final Miffy Moonphase is Here, in a New White Ceramic Case
One of the things I really enjoy about covering microbrands and small independents is seeing how young brands develop in unexpected ways over time. My first exposure to De Rijke & Co. was through Zach Weiss’s review of their Amalfi 1S back in 2020. At that point, the brand’s calling card was their trick case design that allowed the wearer to easily rotate the dial for a better viewpoint while driving, as well as customized design options so clients could effectively create their own unique version of the watch. This “gentleman driver’s” watch, as they referred to it, remains quite appealing, and the case of course is still a part of their collection. In no way, however, could it have predicted the success the brand would find making watches featuring the “Miffy” character, a staple of Dutch children’s books since the 1950s. Over the last three years, De Rijke & Co. has released several Miffy themed watches that go well beyond simple character dials. The Miffy motif has been used to experiment with bold colors, lume, and different expressions of the moonphase complication. These watches are whimsical, a lot of fun, and quite far removed, in my opinion, from the earlier Amalfi pieces, and it’s fascinating to consider how the brand got to this point. Today, they’ve unveiled what is said to be the final Miffy watch. According to the brand, the new White Ceramic Miffy Moonphase has been in the works for three years. It is, it turns out, quite complicated...
Time+Tide
