Inside the Custom PRI x Hoosier 500 Watch by Visitor Watch Co.

Earlier this year, it was announced that race partner Visitor Watch Co. was developing a custom watch to commemorate the Performance Racing Industry (PRI)’s support of the Hoosier 500, as well as their commitment to the sim racing industry.

Designed by owner Phil Rodenbeck, Visitor Watch Co. brought Hoosier 500 leadership as well as PRI president Michael Good together to brainstorm the bespoke piece. Over the summer, Rodenbeck went to work carefully constructing the limited edition watch – which can be ordered onsite at the PRI Show this week in Indianapolis.

Ahead of the watch debut on display at the PRI Show, we sat down with Phil to walk through the journey of designing this one-of-a-kind timepiece.

What initially interested you about doing this project – a motorsports-centric piece within one of your existing lines?

This project was appealing for two reasons. First, cars were my first mechanical obsession, and the reason I went into mechanical engineering. Somewhere along the way I made the jump to mechanical watches, but that passion for automobiles has always been there.

Second, despite loving cars and watches… I find that most automotive-inspired watch designs miss the mark for me. The association is usually too “on the nose.” So, this was a good design challenge! 

What made the Duneshore model a proper canvas to start with?

The Duneshore Shallows is a proper sport watch with a double-gasketed screw-down crown, 3mm thick sapphire crystal, and 200 meters of water resistance. For any “sporting” activity, it’s the watch in my collection I would reach for.

Talk about the unique features of this watch – what are some things in this piece that stand out and are different from your other products?

To start, this is actually the first collaboration watch Visitor has ever released. So, to have a dial co-signed by PRI is really cool to see – and something fans of the brand have not seen until now.

Of course, the biggest change is the addition of the piston-inspired fixed bezel. It completely changes the feeling of the watch. This is also the first time we’ve introduced a red-tipped seconds hand – a subtle detail that further hints at racing roots without being over-the-top.

Where did you have the most trouble along the design and production process?

The most challenging bit was adding the red accent on the case interior just above the dial. Trying to cerakote this tiny, internal strip of metal in a “tidy” way proved challenging, so we ended up just making it a separate component and pressing it in to ensure a clean edge.

How do you feel about the finished product?

Fantastic! The prototype has been very well received. I’m particularly proud of the piston bezel – it looks even better in person than it does on the computer! Which is not always the case with these things.

For more information about the custom Visitor x PRI watch, visit the landing page for the timepiece here.