When Ted Verderame received his first watch as a kid, it was the beginning of a lifelong passion. The Phoenix native got hooked on timepieces and grew his collection through high school and beyond. In 2018, the management consultant started his own watch business, Endatto. “The timing was right to follow through on the dream to be an entrepreneur,” Verderame says. “I also felt like there was an opportunity to create an attainable luxury timepiece that stood out from the rest with vibrant colors and a versatile style. Much of the market consists of whites, blacks and silvers that skew to the dressy side.” Verderame wanted to make watches that “could be worn for any occasion, dressed up or dressed down, while always exuding character.” His first designs were a subtle nod to Arizona scenery. “They were heavily inspired by the colors and textures found around Arizona. The C1V1 evokes the green of Tonto and Coconino national forests, and the C1V2 plays off the many colorful red rocks that cover the state – The Wave in particular.”
