It was a warm day in the summer of 2016. After many hours of working on what would later be our humble workshop, we sat down for a cold beer. It was a moment we longed for all day and our huge appreciation for these ice-cold bottles of goodness did not go unmentioned. Not only because of the taste. No, the bottle was a well-deserved symbol of reward after hard work. It had value greater than its mere content and after contemplation of this fact, we found ourselves having a discussion on when and how a product can have meaningful value.
The more we thought about it, the more we realized the difficulty of finding true value in products – especially in a society that seems to have shifted its focus towards the ‘digital’ and superficial. Harsh cost-cutting on components to increase margins and easy marketing results in awfully thought-out products of shit quality. Product decisions are increasingly made by business people that are not always in a position to realise the impact of their decisions. Even worse, products are often intentionally made to last for only a short amount of time before breaking, leaving consumers with no choice but to keep buying the same soulless products again and again. Eventually, we could only come to the conclusion that it seems like we have forgotten what it is that makes a product great…
we have forgotten what it is that makes a product great…
Now we could have just accepted this conclusion then and there and started complaining about American politics over the next round of beers… But we didn’t. Instead, we started wondering: What if we could turn this around? What if we would just go against the stream and create a long-lasting product of real value? A truly valuable day-to-day product that is both functional and tangible and that has true meaning to the owner. We saw these values in the traditional wristwatches. A great amount of thought used to go into their development and design. But regrettably even the wristwatch has started to become a replaceable commodity, sold largely on little more than cheap sales strategies.
Nowadays, new meaningless watch brands pop up left and right, claiming to be different than all the others just because they sell watches online with a direct-to-consumer model. Instead of a genuine vision, their main value proposition is that they skip the overhead costs of a retailer, failing to see how the result is a product that will be quickly forgotten, if ever lost. Meanwhile, smartwatches completely fail to grasp any notion of emotional value, while both struggling with functionality and design. It was decided: let’s remind people of the power of a product capable of earnest value. Let’s bring back the value of timepieces.
So how would we be different? Over the next few beers we decided that our aim would be to create a watch capable of such personal value that losing it would be like losing your wedding ring. To achieve this it has to be personal. It should be crafted specifically for the customer so that every edition is unique. A watch of quality that will last a lifetime and can be passed down to new generations. A watch where every single scratch represents a story. A watch that is timeless. A watch for life.
Our search for earnest value began.
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