This approach is Itay Noy's preferred dial style

For the Identity collection Itay Noy uses Swiss ETA 2824-2 automatic movements. They are done in the tone tone, and are kept clean looking. Itay Noy has a custom automatic rotor with the brand logo and some polishing. He does a good job at making the humble 2824 look pretty nice, and the lack of complex decor actually helps give it a clean modern feel. You'll notice that clean, modern lines are a consistent feature of Itay Noy watches. The case is very clean, but also has a unique shape to it. The back of the case is free from text, and the entire watch has a really nice presentation and feel in your hands. I think you'll agree that Itay Noy did a good job with this case, which is 42.4mm wide and in steel with a sapphire crystal (water resistant to 50 meters).

Sitting comfortably on the wrist, the watch is attached to a hand-made leather strap. Itay Noy literally acquires them leather themselves to make to the strap by hand. The straps are brown on the outside and black on the inside. The also have an interesting "indentation" in the leather to give it a more interesting look. The strap has a butterfly deployment clasp.

Being a boutique watch from Israel with a unique design does add value to the brand for me, but even if this was a mainstream watch, I still like the design and ideas behind the watches a lot. There is a subtle poetic message to Itay Noy's creation. And artist and design at heart, he hasn't neglected the necessities of watch making, and has been able to incorporate watch making and art together nicely. The Itay Noy Identity Hebrew limited edition watch retails for about $2,000.