Why 343 Matters
On September 11, 2001, the world stood still. Nearly 3,000 lives were lost in the attacks, and among them were 343 firefighters who rushed into the Twin Towers, fully aware of the risks they faced. For many in the fire service, “343” represents more than just a number. It’s a symbol of courage, sacrifice, and a brotherhood bound by service.
For Jeff Broughton, master watchmaker and retired Columbus firefighter, “343” is more than a reminder. It is the heart of his company, 343 Watch Company, a name chosen with reverence to honor those men and women who sacrificed everything on that tragic day. His watches are not just timepieces; they are wearable memorials, each one created using authenticated steel from the Twin Towers themselves.
“I didn’t want to just create another watch. I wanted every single piece to mean something,” Jeff says. “The number 343 will always carry great meaning within the fire service, and it became the foundation of what I do.”
A Firefighter’s Perspective
Jeff spent 33 years serving the Columbus Fire Department, following in the footsteps of his father and grandfather, both of whom dedicated their lives to service. He also inherited his father’s passion for watchmaking.
“I’ve been repairing watches for over 45 years,” Jeff recalls. “On my days off from the firehouse, I’d sit at the bench and fix watches for jewelry stores around Columbus. I always dreamed of starting my own line of watches one day.”
That dream took shape after he retired from the fire department. With decades of technical expertise and a legacy of service, Jeff began building watches that would not only embody precision and quality but also tell a story worth remembering.
Why 343?
The choice of the name was immediate.
“343 is sacred in our world,” Jeff explains. “Those firefighters entered the Towers knowing they wouldn’t return. Naming my company after them allows me to carry their memory forward. Every time someone looks at the dial, they’re reminded of that sacrifice.”
The limited-edition runs reflect this number. Each model Jeff creates is capped at 343 pieces, individually numbered, making every watch a part of a finite and meaningful legacy.
“When you buy a 343 watch, you’re not just acquiring a piece of craftsmanship. You’re connecting with history,” he says. “It’s a way to keep those heroes close.”
A Piece of History on Your Wrist
Unlike other commemorative watches that feature printed images or simple designs, 343 watches are crafted with authentic steel sourced from the Twin Towers. The story of how Jeff obtained the material is remarkable in itself.
After the attacks, roughly 200,000 tons of steel from Ground Zero were handled by the U.S. government. While much of it was recycled or repurposed for projects such as building a Navy ship, a small portion was certified into one-pound commemorative medallions. Jeff acquired some of these authenticated medallions after the original company went bankrupt, giving him a rare opportunity to transform the steel into something enduring.
“Each pound of steel produces about 14 watch dials,” Jeff explains. “Every watch has its certificate number transferred onto it. It’s not just symbolic metal. It’s the real thing, and that matters to people.”
The dials are cut and finished in Jeff’s workshop, then paired with Swiss-made movements and premium cases. It’s a combination of history and craftsmanship, resulting in a watch that’s built to last.
Why Firefighters, and Others, Choose 343
For firefighters, owning a 343 watch is a deeply personal decision. It goes beyond merely telling time, it represents a connection to history and those who served.
“Every firefighter I’ve spoken with has expressed the same sentiment,” Jeff says. “They buy it because they want to keep a piece of history close to them. They want to honor the men who went in that day and never came out.”
Even those who don’t regularly wear watches have expressed the desire to own one, primarily to preserve its legacy. Many bring their 343 watches to memorial events, anniversaries, or station gatherings. Others keep them safe to pass down to their children.
Collectors, too, are drawn to the uniqueness of these timepieces. As Jeff points out, “Other premium brands sell watches with meteorite dials for tens of thousands of dollars. What I offer is more than a material novelty. It’s a piece of world history.”
More Than Craftsmanship
Every watch Jeff creates is tested to the highest standards. The cases are rated for water resistance up to 330 feet, and each one undergoes individual pressure testing in his shop before it is released.
“I want these to be heirlooms,” Jeff states. “They should be something that can be worn every day, but also something that can be passed down through generations. This story isn’t just for us, it’s for those who come after.”
The combination of technical precision and emotional significance sets 343 apart. These are watches designed not only to measure time but also to carry memories forward.
Remembering Together
When you walk into nearly any fire station in America, you’ll find a memorial dedicated to 9/11. Whether it’s flags, plaques, photographs, or pieces of steel, these reminders emphasize the true cost of service.
Jeff believes that his watches are part of this ongoing tribute.
“Every station I’ve visited has a reminder commemorating that day,” he explains. “For me, this is another way to honor their memory. It’s something you can carry with you every day, in a personal way.”
Why the Story Matters
In an age when many products are mass-produced and quickly forgotten, 343 watches encourage reflection. They invite wearers to remember not only the tragedy but also the bravery, service, and humanity defining that day.
For Jeff, it’s not about building a business but creating meaning.
“I don’t ever want this to be about selling watches,” he explains. “It’s about carrying this story forward and ensuring we never forget the 343.”
Carrying the Legacy
When you wear a 343 watch, you carry more than just a timepiece. You carry a legacy. You embody the courage of 343 firefighters, the strength of a nation in mourning, and the craftsmanship of a watchmaker who has lived both lives, as a firefighter and as an artisan.
Each watch is limited, uniquely numbered and is part of a story that deserves to be remembered and shared.
Closing Reflection
September 11, 2001, reshaped our world. For those in the fire service, it reinforced a truth they already understood. Courage is not the absence of fear but the choice to act despite it. The 343 watches are not intended to replace this truth, but to preserve it, offering anyone who wears one a daily reminder of what it means to serve, to sacrifice, and to remember.
As Jeff says:
“Time passes, but memory doesn’t have to fade. Every timepiece I build is my way of ensuring we don’t forget.”
If you’d like to explore the 343 Watch collection, see the individually numbered models and learn more about the story behind them, visit our collection page.