Nearly six decades after the original Superautomatic made waves among divers and adventurers, Alsta returns with a bold new chapter in its legacy; introducing the Alsta Superautomatic 2025. Blending heritage craftsmanship with modern engineering, this timepiece pays homage to the brand’s storied past while embracing the innovation that defines its future. In this blog, we sit down with Alsta’s CEO to uncover the inspiration behind the redesign and explore how the new Superautomatic evolves from its iconic predecessor in both form and function. Let’s dive in!
Honouring a Legend
When the first Alsta Superautomatic debuted in the late 1960s, it was more than just a watch; it was a symbol of exploration and resilience. Beloved by professional divers and immortalised on the wrist of Richard Dreyfuss in Jaws (1975), the Superautomatic became an icon of rugged sophistication.
Fast forward to 2025, and Alsta has revisited this classic with a clear mission: to preserve its soul while refining every detail for a new generation. The result is a timepiece that captures the essence of the original while pushing the boundaries of performance and design.
A Conversation with the CEO
We spoke to Angus MacFadyen, CEO and Founder of Alsta Watch, about the highly anticipated Superautomatic 2025. Combining vintage inspiration with contemporary engineering, the watch has captured attention among collectors for its refined proportions, Sellita movement, and updated “Hooper” bracelet. In this Q&A, Angus shares how Alsta approached this revival, the challenges of modernising a classic, and what the Superautomatic 2025 represents for the brand’s future.
The Superautomatic 2025 is described as a “reimagining” rather than a reissue. How did you balance staying true to the original DNA against introducing modern enhancements?
“We are fortunate to have both a legitimate heritage and a culturally significant piece with lasting impact. We have contributed to watch press articles celebrating iconic models like the Audemars Piguet Royal Oak, Rolex Submariner, and Omega Speedmaster. Understanding what makes a watch iconic and seeing our Superautomatic considered as such is a thrilling legacy we are proud to continue.
Iconic pieces—watches, cars, or otherwise—achieve status by evolving while retaining their design DNA. The Porsche 911, for example, refined rather than reinvented itself, improving aerodynamics, materials, and engineering while keeping its analogue soul. Similarly, Alsta has evolved the Superautomatic without losing the design language cherished by enthusiasts and collectors for over 50 years.”
Collectors love that Alsta doesn’t just rely on nostalgia. How did you balance keeping the Superautomatic’s vintage charm while improving comfort, proportions, and finish for modern tastes?
“The easiest path would have been to reissue an exact copy of the 1970 Superautomatic, pleasing original enthusiasts. But then what? Repeating the same would exhaust customers and let the brand fade. That’s not the legacy I inherited with Alsta, nor what our customers want. A few have asked us to stop changing things, but most appreciate how we blend past and present. Keeping our owners proud and attracting new fans is how we sustain Alsta’s legacy.”
Can you talk about the materials (316L marine-grade steel, sapphire, Super-LumiNova, etc.) and any new advances in durability, anti-magnetism, and shock resistance built into this model?
“The 2025 Superautomatic retains the materials of the previous model: marine-grade steel, sapphire crystal, and Super-LumiNova. As with the previous iteration, we are keeping the case size at 38mm, which is the sweet spot for this model in view of its cushion case shape, and it is dive rated to 300 metres. The main upgrade is the Swiss movement. Replacing the NH35A, this reflects our commitment to evolving the Superautomatic as a key piece in the watch landscape. The ‘Hooper’ bracelet now features closer-fitting end links and a more secure deployant clasp with micro adjustment. A two-piece case back adds further design refinement.
We wanted to move the model up a level without going too far and alienating our core customers. Our existing customers and followers of Alsta are always prioritised.”
At 13.2 mm thick and water rated to 300 metres, the watch achieves serious dive specs in a refined package. What were the biggest engineering challenges in getting there?
“We could have made it thinner, but that would require another movement upgrade, raising the price. Improving the watch will always cost more, but it’s a journey we share with our customers. Many customers asked us to reduce the 15.7mm thickness, as they want to wear their Superautomatic both in the field and socially. We will continue evolving its thinness and toughness.”
Did feedback from collectors or vintage Alsta owners influence any of the design decisions for this release? If so, can you share an example?
“Absolutely! In mid-2024, we asked for 100 volunteers to help design the Superautomatic 2025—and ended up with 250, plus some keen watch collectors. We asked what they liked, disliked, valued, expected as standard, or would pay extra for, and how to balance heritage with innovation.
The exercise was eye-opening. I realised independent brands like Alsta can’t succeed by designing what we like and throwing money at marketing. We won’t compete with the big brands—and we don’t need to. Independents must be smart and engage directly with customers.
I spend a lot of time talking to customers, thanking them for their input. They’re often surprised that the brand owner is so hands-on. Nothing is more important than listening—just as Simon Wolfson, CEO of Next, works store shifts to hear first-hand feedback.
We can’t please everyone. Our priority is our core enthusiasts and customers, while welcoming new people into the story. Heritage lines like the Superautomatic and Nautoscaph will continue for years, giving us plenty of space to explore new features.”
The original Alsta gained fame on Matt Hooper’s wrist in Jaws. How do you balance celebrating that connection without letting it define the brand’s identity?
“The Jaws connection has been huge for us—first when I was reviving the brand and again this year, the movie’s 50th anniversary. While I enjoy celebrating Jaws, I’m even more excited about our historical archive and how we’ve been part of the zeitgeist: chronograph dress watches in the 1950s, sports and skin diver watches in the 1960s, and dive-rated watches and racing chronographs in the 1970s. The Superautomatic is the watch everyone wants, but our archive holds many beautiful pieces we’d love to revive.
Matt Hooper was a rebellious figure from affluence who could have worn any watch, yet chose a high-quality, under-the-radar piece—this is the story we want to tell. Johnny Depp in “Fear and Loathing in Las Vegas” wore the Superautomatic to fit Raoul Duke’s rebellious persona. In the 2024 blockbuster “Something in the Water,” Cam—again, an off-beat character—wore the Superautomatic, as does the director, Hayley Easton-Street.
It’s a less obvious choice than the big brands, with a hint of danger, which our customers love.”
Do you worry that the “movie-watch” association might overshadow the technical seriousness of the timepiece?
“We love our film connections—they provide an interesting platform for our story without consuming us. Our timepieces aren’t “highly technical” like Richard Mille or “high luxury” like Patek, but they perfectly reflect the Alsta brand and our customers’ desires: authenticity rooted in heritage, purposeful ruggedness with enough elegance for dinner, a rich 80-year backstory, and a touch of risk-taking.”
What does this model mean to you personally as CEO and Founder of Alsta Watch — not just as a business project, but as a watch lover?
“The Superautomatic is very personal to me. It sparked my interest in the brand. I owned a mid-60s Nautoscaph, but when I discovered the Superautomatic, I was hooked. I’m proud we reissued it in 2020.
It embodies all the values of Alsta—tough, elegant, rebellious—and gives the brand something most independents only dream of: a historically significant piece. Industry colleagues often remark how fortunate we are to have both heritage and an iconic watch. A well-regarded journalist once said to me, ‘The Superautomatic is your Royal Oak.’ I love that.
The 2025 issue is one I am really proud of, and our customers seem to love it.”
What’s New: Design and Performance
At first glance, the Superautomatic 2025 retains the unmistakable silhouette of its predecessor — bold, angular, and undeniably vintage in spirit. But look closer, and the refinements reveal themselves.
- Case & Bezel: The brushed stainless steel case measures 38mm, refined for modern comfort, with sharper lines and improved ergonomics.
- Dial: The matte black dial features applied indices and tapered sword hands filled with Super-LumiNova for enhanced legibility.
- Movement: Powered by a Swiss SW200-1 automatic calibre developed in partnership with Sellita, it offers outstanding reliability and precision.
- Bracelet: The bracelet design takes cues from the 1968 original but benefits from modern solid-link construction and a quick-adjust clasp.
Every detail reflects a thoughtful evolution rather than a radical overhaul — a design philosophy that honours the past while meeting today’s standards of craftsmanship.
Carrying the Legacy Forward
The Superautomatic 2025 isn’t just a reissue; it’s a statement about where Alsta is headed. With a renewed focus on sustainability, the company has adopted eco-conscious manufacturing and recycled packaging materials, underscoring its commitment to both heritage and responsibility.
With the Superautomatic 2025, Alsta has succeeded in doing what few heritage brands manage — evolving an icon without erasing its character. It’s a watch that speaks to those who value history, adventure, and enduring design. Whether you’re a collector of vintage classics or a newcomer to Alsta’s world, the Superautomatic 2025 is a reminder that true craftsmanship never goes out of style.
The new Alsta Superautomatic 2025 is now available for pre-order through our online store. Discover the collection and pre-order yours here.
What are your thoughts on our blog introducing the Alsta Superautomatic 2025? Will you be trying to get your hands on this special edition? Let us know in the comments below!
