I believe this brand is a Japanese exclusive brand. They are a private label brand and the brand was established in 2000. AS Label as it is known produces watches based on antique designs of watches from the 20s, 30s and 40s. The watches they produce are very unique and very beautiful.
Case: stainless steel with screw down crown and case back
Size: 31 mm X 31 mm (cushion case design)
Movement: ETA 2671, 25 jewels, 28,800 A/h
Water resistant: 10 ATM
They do have round case watches but the cushion are most popular. The brand just celebrated their 9th anniversary. The watches retails for about USD 400 upwards.
For more information:
A sample of their offerings:
AS Label 9th Anniversary watch. Limited edition of 99 pieces. This model has a large case at 39 mm and the case is PVD black.
I like this model. however at 31 mm it is small for me.
6th Anniversary Model. I like this as well. It does look like Rolex of old.
The dial on this model is aged to make it look like it was from the 40s.
This model will be released on September 6 2009. Orders are being taken at the moment.
The dial on this model is textured to simulate a porcelain dial like watches from the 20s and 30s.
Photographs: AS Label