Terms of service
Last updated: August 28, 2026
These Terms of Service (“Terms”) govern your use of the VALOR Alliance website and your purchase of products and services from VALOR Alliance. By accessing our website, placing an order, submitting a customization request, or otherwise using our services, you agree to these Terms.
Our online store is powered by Shopify, which provides the ecommerce platform that enables us to offer our products and services.
1. Online Store Terms
You may use our website and services only for lawful purposes and in accordance with these Terms.
You may not use our products, website, customization services, or other services for any unlawful, fraudulent, abusive, defamatory, or otherwise prohibited purpose.
We reserve the right to refuse service, cancel an order, or reject a customization request when reasonably necessary to protect VALOR Alliance, our customers, third parties, or the integrity of our products and brand.
2. Products and Availability
We make reasonable efforts to accurately describe and display our products. Because screens, photography, materials, manufacturing processes, and custom production can vary, actual products may differ slightly from photographs or digital representations.
Product availability is subject to change without notice.
Limited-edition, serialized, or otherwise restricted products may become unavailable when their designated production quantity has been sold or assigned.
We reserve the right to limit quantities or discontinue products.
3. Orders and Payment
Submitting an order does not obligate VALOR Alliance to accept or fulfill an order if there is a pricing error, inventory issue, suspected fraud, customization problem, payment issue, or other circumstance reasonably preventing fulfillment.
Prices are displayed in U.S. dollars unless otherwise indicated.
Payment must be successfully authorized through the payment methods offered at checkout.
We reserve the right to correct pricing, product-description, or other inadvertent errors. If an error materially affects an order already placed, we will contact the customer before proceeding when appropriate.
4. Personalized and Custom Products
VALOR Alliance offers products that may include personalized engraving, custom artwork, dial customization, inscriptions, insignia, names, dates, unit information, call signs, aircraft references, organizational marks, or other customer-requested elements.
Customers are responsible for reviewing all names, dates, spelling, numbers, artwork, and other customization information submitted to VALOR Alliance.
Where VALOR Alliance provides a design proof, the customer is responsible for reviewing the proof carefully before approval.
Customer approval of a proof authorizes VALOR Alliance to proceed substantially in accordance with the approved design.
Minor differences may occur between digital proofs and finished products because of scale, materials, engraving, printing, manufacturing tolerances, and other production processes.
5. Customer-Submitted Artwork and Content
By submitting artwork, logos, insignia, photographs, text, names, symbols, or other materials for use on a product, you represent that you have the right or appropriate permission to request their use for your intended purpose.
You retain whatever ownership rights you otherwise hold in materials you submit.
You grant VALOR Alliance permission to use submitted materials as reasonably necessary to evaluate, design, proof, manufacture, fulfill, and support your order.
VALOR Alliance reserves the right to decline a customization request, including requests that we reasonably believe may violate applicable law, intellectual-property rights, or our standards for the use of our products.
Acceptance of customer-submitted material does not constitute a determination by VALOR Alliance that the customer owns or has legal rights to that material.
6. Founders Circle
The VALOR Alliance Founders Circle is limited to the first 100 individually serialized Founders Circle watches.
Each Founders Circle watch carries an individual serial number within the edition.
A requested serial number is a preference only until expressly confirmed by VALOR Alliance. Submission of an order or serial-number request does not guarantee availability of a particular number.
Once a serial number has been confirmed and assigned, VALOR Alliance will use that confirmed number for the applicable Founders Circle watch.
Founders Circle watches are personalized with the confirmed owner's inscription as specified during the ordering and proofing process.
Customers may choose whether they give VALOR Alliance permission to publicly display their name on the Founders Circle Register. When permission is declined, VALOR Alliance may display the corresponding serial number as “Reserved” without publicly identifying the owner.
The Founders Circle is limited to 100 watches. Once those watches and serial numbers have been assigned, no additional Founders Circle serial numbers will be issued.
7. Design Proofs and Customer Approval
When a proof is provided for personalized engraving, custom artwork, or other custom work, production may not begin until the required approval has been received.
Approval means the customer accepts the spelling, placement, content, general appearance, and other details represented by the proof.
If VALOR Alliance produces an item substantially in accordance with an approved proof, changes requested after production has begun may result in additional charges or may not be possible.
If VALOR Alliance makes an error that causes the finished product not to substantially match the approved proof, we will work with the customer to correct the issue.
8. Returns and Refunds
Eligible non-personalized products may be returned in accordance with our Return and Refund Policy.
Personalized, engraved, Custom, and Founders Circle products may be final sale as described in that policy.
Final-sale status does not eliminate remedies for products that arrive damaged, have a manufacturing defect, or contain an error attributable to VALOR Alliance.
Our Return and Refund Policy is incorporated into these Terms by reference.
9. Shipping
Shipping terms, production considerations, and return procedures are described in our Shipping & Returns information and applicable store policies.
Delivery dates and transit times are estimates unless expressly stated otherwise. Personalized and custom products may require additional production time before shipment.
VALOR Alliance is not responsible for delays caused by carriers, weather, governmental actions, incorrect customer-provided delivery information, or circumstances reasonably outside our control.
10. Intellectual Property
Unless otherwise indicated, the VALOR Alliance name, branding, original graphics, website content, product photography, product designs, written content, and other materials created by or for VALOR Alliance are owned by VALOR Alliance or used with appropriate permission.
Nothing on this website grants permission to reproduce, distribute, commercially exploit, or create derivative works from VALOR Alliance intellectual property except as permitted by applicable law or expressly authorized by VALOR Alliance.
Third-party names, trademarks, insignia, logos, and other intellectual property remain the property of their respective owners.
11. Website Information
We endeavor to keep information on our website accurate and current, but occasional errors, omissions, or outdated information may occur.
We may correct errors and update information at any time, including after an order has been submitted when reasonably necessary.
12. Third-Party Services
Our website may use or link to third-party services, including Shopify, payment providers, shipping providers, and other technology or service providers.
Your use of third-party services may also be subject to the terms and privacy practices of those providers.
VALOR Alliance is not responsible for third-party websites or services that we do not control.
13. Prohibited Uses
You may not use the website or Services to violate applicable law; infringe intellectual-property or other rights; submit malicious code; attempt unauthorized access to systems or information; interfere with website security or operation; engage in fraudulent activity; or submit content that is unlawful or that VALOR Alliance reasonably determines it cannot place on its products.
14. Disclaimer and Limitation of Liability
To the extent permitted by applicable law, VALOR Alliance does not guarantee that access to our website will always be uninterrupted, timely, secure, or error-free.
Nothing in these Terms excludes or limits rights or remedies that cannot lawfully be excluded or limited.
To the extent permitted by applicable law, VALOR Alliance will not be liable for indirect, incidental, special, consequential, or punitive damages arising from use of the website or products.
15. Indemnification
To the extent permitted by applicable law, you agree to indemnify and hold VALOR Alliance harmless from claims, losses, liabilities, or expenses arising from your unlawful use of the Services, your violation of these Terms, or materials you submit for customization in violation of another party's rights.
16. Severability
If any provision of these Terms is determined to be unlawful, void, or unenforceable, that provision will be enforced to the maximum extent permitted by law and the remaining provisions will remain in effect.
17. Changes to These Terms
We may update these Terms periodically to reflect changes to our products, Services, business practices, or legal requirements.
The version posted on this website at the time of your transaction will govern that transaction unless applicable law requires otherwise.
18. Governing Law
These Terms and any dispute arising from them will be governed by applicable United States law and the laws of the State of Alabama, without regard to conflict-of-law principles, except where applicable law requires otherwise.
19. Contact
Questions regarding these Terms may be directed to:
VALOR Alliance
Huntsville, Alabama, United States
Email: info@thevaloralliance.com