IFL Watches is a boutique brand that bridges the gap between horology and artistry, offering customized and hand-painted timepieces that turn classic watch models into wearable works of art. Based in Dubai, IFL Watches gained popularity for its bold and creative reinterpretations of watches from brands like Casio, Seiko, Bulova, Citizen and more. Each piece is meticulously crafted by in-house artists, often in limited quantities, making them highly collectible and unique.
What sets IFL Watches apart is its focus on individuality and expression. While traditional watch customizers emphasize heritage and precision engineering, IFL Watches adds a layer of creative storytelling through vibrant colors, imaginative patterns, and unexpected designs. From graffiti-inspired dials to abstract color splashes, each watch tells a different story.
The brand has also expanded into watch accessories, such as luxury watch rolls, cases, and stands, all maintaining their signature design-forward approach. With a growing global following, IFL Watches appeals to both seasoned collectors and newcomers seeking something different in the world of horology. Their approach celebrates the fusion of craftsmanship, creativity, and passion, offering watches that are as expressive as the individuals who wear them.
I reached out to IFL Watches to see if they would be open to lending a piece for review—and to my delight, they agreed. I didn’t request a specific model, but I was expecting something that truly represents what they’re known for. Instead, I received a variant with a rather basic dial design that doesn’t showcase the brand’s hallmark hand-painted artistry which was a slight let down. The “Who Cares I’m Already Late” design, in my opinion, feels quite ”meh” to be honest, compared to their hand-painted dial pieces. But the text and everything is crisp and the dial quality seems to be pretty good!
Still, I remained optimistic about the opportunity to review the Citizen Tsuyosa model underneath. When the package arrived, I was genuinely excited. IFL Watches re-boxes their timepieces in custom packaging—a large black cardboard box with a drawer containing the instruction manual, warranty card, and a branded cleaning cloth. Presentation-wise, everything was well thought out. The watch itself was securely wrapped in plastic to prevent scratches, which deserves a ten out of ten from me.
However, upon unboxing and examining the piece more closely under a loupe, one issue was immediately apparent. The caseback had a noticeable and fairly deep scratch—likely caused by a slip of the tool while it was being reassembled after the dial change. While it doesn’t bother me much, I wouldn’t want to receive a watch with such defect that I payed 890$ for. And then there’s the price: $890 (€890), which is roughly a 2x to 3x markup for what is essentially a dial swap. For context, this was a brand-new loaner piece, not a previously worn sample.
To be clear, I don’t hold any ill will toward the brand. Mistakes happen, and when you’re producing multiple limited editions—typically around 100 pieces per drop with all hand painted dials—occasional quality control issues can arise. From what I’ve seen, their customer service appears to be very responsive and their reputation online remains solid. I’m confident they would replace a defective unit if a customer received one in this condition.
That said, I would have loved the opportunity to review one of their more iconic models with a truly hand-painted dial in the future. I deeply respect and appreciate what IFL Watches does, especially when it comes to merging horology with artistic expression. For those who question the value of their prices, try commissioning a talented artist to create a limited micro-scale artwork and see what that quote looks like. These pieces are not just watches—they’re miniature canvases, and for many, a meaningful investment in both watchmaking and the arts.
Hopefully, next time I’ll have the chance to review something that better represents the brand’s creativity and craftsmanship. I’d also love to see more bespoke touches—perhaps an engraved clasp, custom rotor, or a branded crown. There’s so much potential for personalization that could elevate these timepieces even further.
Price $890 (€890) at iflwatches.eu
But now let’s review the Citizen Tsuyosa reference: NJ0159-86Z. I won’t of course talk about the dial as it is changed, but I have seen original ones at my local watch store. In recent years, the market has seen a rising demand for integrated bracelet sports watches, with designs echoing the likes of the Royal Oak and Nautilus. But only few brands have managed to offer such aesthetics at an accessible price point—until Citizen stepped in with the Tsuyosa NJ015 series and set the bar high. Among the standout references is the NJ0159-86Z, a model that captures the essence of the steel sports watch trend while maintaining Citizen’s signature reliability, affordability, and design sensibility.
The Tsuyosa makes a strong first impression with its sleek 40mm stainless steel case, which feels modern yet restrained on the wrist. With a lug-to-lug measurement of just over 45mm and a thickness of around 11.7mm, the watch wears comfortably on most wrists. The integrated bracelet design enhances its fluid, cohesive appearance, allowing the watch to hug the wrist naturally. The finishing is surprisingly refined for a watch in this price range. You’ll find a pleasant mix of brushed and polished surfaces, giving the Tsuyosa a premium feel without coming across as flashy. The crown is tucked away at the 4 o’clock position—a design choice that keeps the silhouette smooth and contributes to its clean aesthetic. While the crown’s recessed position adds to comfort, it can make manual winding a bit fiddly.
One of the major highlights of the stock Tsusoya is its dial. Whether you opt for the vibrant yellow, sleek black, rich green, or classic blue version, each colorway is beautiful. The baton-style indices are applied with precision, paired with a set of slim hands that enhance legibility. The addition of a framed date window at 3 o’clock provides practical functionality without disrupting the symmetry of the design. There’s no lume on the dial, which may be a downside for some, but it fits within the overall design language—this is a casual-elegant watch, not a diver or tool piece. The sapphire crystal adds an extra layer of scratch resistance, elevating the value even further.
Inside, the Tsuyosa houses Citizen’s caliber 8210, a dependable automatic movement with a 45-hour power reserve. It beats at 21,600 bph and can be seen through the exhibition caseback, which offers a nice view of the rotor and movement architecture—even if the finishing is industrial rather than decorative. The movement is hacking (the seconds hand stop when you pull out the crown), it does support hand-winding and has proven to be accurate and reliable in daily wear. Serviceability is also a strong point—parts for the 8210 are readily available, and most watchmakers are familiar with it.
The stainless steel bracelet is integrated into the case and features solid end links and a stamped foldable clasp. The clasp offers 3 micro-adjustments, the overall comfort is excellent thanks to the watch’s slim profile and balanced weight. The bracelet feels solid and complements the case design well, though seasoned enthusiasts might wish for solid end links or a more refined clasp in future iterations. Design actually resembles the Rolex president bracelet which is one of my favourite bracelet designs.
The stock Citizen Tsuyosa NJ0159-86Z is a remarkably well-rounded offering in the entry-level automatic segment. For a retail price typically under $280–$350, it punches far above its weight class in terms of design, quality, and everyday appeal. It’s an ideal first automatic for new collectors and a stylish, low-maintenance daily driver for seasoned enthusiasts. In a world where good design often comes at a premium, the Tsuyosa proves that you don’t have to spend a fortune to enjoy the look and feel of a modern sports watch. It’s a quiet achiever—understated, reliable, and incredibly versatile.
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