Today, we are happy to be re-introducing GANT to First Class Watches! American-born GANT had its headstart in the fashion industry, where it was famed for its cutting-edge shirt designs. However, these days, the brand has its headquarters in Sweden with a wide portfolio of clothing and accessories. Within this is a stunning range of high-quality fashion watches, which we are now an official retailer of! Read on for more information about GANT’s heartwarming familial heritage, as well as some of our new GANT watch recommendations.
Introducing GANT to First Class Watches: Brand History
A tale of hard work, determination and familial support, let’s delve into the rich story of GANT.
1907 – 1927: The Journey Begins
At just 17 years old, Berl Gantmacher leaves his hometown of Myropil, Ukraine, in search of a better life. Stopping in Rotterdam on the way, he decides to set sail to New York City. It is here that his marriage, sons, and the GANT brand would be born.
Americanising his name to Bernard, Gantmacher found his feet by working in the city’s Garment District by day and studying at Columbia University by night. By working as a “closer” at a shirt factory, Gantmacher developed a wealth of knowledge about the art of garment assembly. Not only did this job sow the seeds for his later success, but it also introduced him to his future wife, Rebecca Rose.
A few years later, in 1914, the First World War breaks out and Gantmacher joins the US Army. Upon returning from war, he is driven by a new-found determination and desire for success. This sees him graduating from college, marrying Rebecca, and most crucially, founding a business of his own, the Par-Ex Shirt Company.
1927 – 1949: The Start of Something New
Originally based in Brooklyn, Par-Ex was a joint venture between Bernard Gantmacher and his partner, Morris Shapiro. The company found success supplying “par excellence” shirts to many high-end industry giants, such as Brooks Brothers. Later, in 1927, the business relocated to upscale New Haven, Connecticut.
Raising their family in New Haven and into the family business, two of Rebecca and Bernard’s sons took a particular interest in the company. Beginning by sweeping floors and fusing collars, Marty and Elliot Gantmacher incentivised their father into expanding the company beyond Par-Ex.
After serving in World War Two and studying business administration and marketing respectively, Marty and Elliot brought a fresh perspective back to the family business. Around them, they were aware that times were drastically progressing beyond tradition. Part of this was the emergence of new fashions, such as the development of the Ivy League style at nearby Yale University. Equipped with their new business expertise, the brothers convinced their father to seize this opportunity to develop their own brand.
As a result, GANT Inc was born.
1949 – 1971: Growth of GANT
Growing up alongside the family company, Marty and Elliot Gantmacher already knew the realm of business well. However, to hit the ground running with the development of GANT, they poured lots of energy into advertising. This even included officially changing their last name to Gant.
The brothers also knew it was important to reach the right crowd through this advertising. One of the ways they did this was through The New Yorker. Read by the upper classes and featuring only the wittiest writers, The New Yorker was understandably picky about its advertisers. Only companies that fit with the publication’s exclusivity and character were allowed a feature, with many being refused. Even though they could initially only afford smaller adverts, GANT achieved the feat of being one of the successfully accepted advertisers. Eventually, this led to the brand making bigger and more regular appearances which drastically helped to solidify its high-end customer base.
GANT also jumped in on any Ivy League fashions to integrate itself further into this demographic. For example, with the outbreak of the trend nicknamed the ‘Oxford Colour Explosion’, the brand dived headfirst into boldly-coloured shirts, unusual fabrics and bold patterns. Additionally, GANT also began to sell shirts in the Yale CO-OP store, where it was met with great success.
Recognisable by their trademark diamond-framed ‘G’, GANT shirts became synonymous with quality. Other signature GANT features included its iconic box pleat detailing, back collar button, and locker loop on the back of the shirt. Originally designed to hang the shirt to keep it wrinkle-free in the locker room, the locker loop became particularly pertinent in wider Ivy League culture. For example, in dating culture, the man would remove this loop to show he was in a relationship with someone. In turn, his new partner would wear his scarf.
1971 – present: Global Recognition and Expansion into Watches
GANT developed at an even more rapid pace into the latter part of the 20th century. In 1971, it released its first line of American sportswear which included ties, trousers and rugby shirts. In many ways, this was the first stepping stone into the broader high-end fashion market beyond just button-down shirts. Moreover, it was the first step towards branching beyond the limitations of Ivy League fashion and into its global success.
In the late seventies, Swedish entrepreneurs bought the brand. In turn, this brought the brand to the global market. Moreover, injecting a European touch into an already well-loved American brand made it appeal to an even wider audience.
As well as opening its first-ever store in 1997, GANT also released a line for young boys. Shortly after, it branched into womenswear, as well as launching collections for babies and girls. As part of this, GANT also produced its first accessories, including watches.
Today, GANT is headquartered in Sweden and offers a well-rounded portfolio of high-end fashion and accessories.
Our GANT Watch Recommendations
GANT SUSSEX (34mm) Green Dial / Gold PVD Stainless Steel G136011
The first of our GANT watch recommendations is this stunning Sussex model. Designed for women, this piece features a sumptuous green sunray dial adorned with gold-tone baton indices and three matching hands. As an added detail, replacing the 12 o’clock marker is the brand’s iconic diamond-framed ‘G’ logo. Meanwhile, a neat date display at the 6 o’clock position adds even more functionality to the design. The luminescent inlay on the hour and minute hands also ensures the watch boasts excellent legibility, even in low lighting. Completing the dial design is a 34mm gold PVD-plated stainless steel case and a gold stainless steel bracelet to match.
GANT PARK HILL Day-Date II (43.5mm) White Dial / Brown Leather G121001
Next up we have this classic Park Hill piece. Giving the watch its timeless look, at its centre is a clean white dial in a 43mm stainless steel case. In addition to hours, minutes and seconds, the dial’s multifunctional design also includes weekday and date subdials. Silver-tone baton indices adorn the circumference of the dial as well as echoing the style of the central hands. For an elegant finish, a textured brown leather strap secures the watch to the wrist. Made for creating an Ivy League-style impact on the wrist, we love the effortless sophistication of this GANT Park Hill.
GANT RHODE ISLAND (24mm) White Dial / Stainless Steel G173001
Another favourite women’s model of ours is the Rhode Island. With its traditional rectangular 24mm stainless steel case, the model echoes traditional watches of the Art Deco period. Its white dial features textured detailing, which on closer look, is a repeating pattern of the brand’s iconic logo. Contrasting the all-over silver colour scheme on the model are the gold baton indices and hands that adorn the dial. Meanwhile, a comfortable nine-line stainless steel bracelet fastens the watch securely to the wrist. Classically beautiful, the Rhode Island is a versatile and beautiful addition to any watch collection.
GANT EAST HILL (43mm) Black Dial / Black Leather / Gold PVD G165014
Last but by no means least is the GANT East Hill. Featuring a luxurious gold and black colour scheme, it’s easily pairable with both casual and formal attire. Upon the black sunray dial are gold dagger indices and slim central hands. For added functional details, the subdial at 9 o’clock displays the weekday whilst a neat aperture at 3 o’clock exhibits the date. Moreover, between each hour marker are five petite minute marks, which aid with ultra-precise time reading. Housing this design is a gold PVD-plated stainless steel case measuring a hearty 43mm in diameter and 10mm in thickness. Finally, to complete the silhouette, a black textured leather strap ties in the colour scheme.
We hope you enjoyed our post introducing GANT to First Class Watches! If you’re inspired by the brand’s history and eager to shop more of the GANT range, be sure to check out our full selection here.
