Watch business veteran George J. Fox set up to create his own brand of watches. Besides 4 collections featuring quartz movements, NFW has been working on a new rugged collection called the ViperFish. The sandwich case comes with a quartz chronograph and (of more interest to this blog) an automatic watch. OceanicTime has been posting pictures of the prototypes.
I think efforts to come up with original designs should always be saluted.