It’s Friday afternoon on April 21st, 2017, and I’m sitting here in my home office, waiting for the UPS delivery guy to ring my doorbell with our final prototype samples; eight watch samples in all, covering the multi-variations of our 2 first models. It’s getting real and the excitement is building. We’re finally going to see the physical output of months and months of design work and adjustments.

Friday 5pm came and still no UPS guy… and now the delivery tracking website says the package will arrive on Monday. Oh well… :-p

Ok, now about the subject of this post:

Why our watches will not be sold in stores.

The answer to this question is simple: we are going to sell the watches directly to you, the customer, and by doing so, we are able to keep the retail prices very low compared to similar items sold in stores. I mean, why go through the hassle and costs of hiring sales agents, contracting distributors and partnering with retail outlets when online sales are skyrocketing and traditional retail outlets are closing shop to focus on their online e-commerce stores.

We want to provide a high-end product at an affordable price.

Both Seb and I are sticklers when it comes to the quality of the products we buy and use, and for this reason, we did not want to settle for cheaper materials and processes. Yes, it would cost less to produce and it would definitely increase our margins in the end, but we wanted to build a top quality product that would look and feel like a top tier watch.

We are using the same materials and processes that many $500 – $1000+ brands do, such as:

  • The watch movement
  • Stainless steel quality
  • High-grade electro enhanced steel color plating
  • Scratch resistant sapphire glass
  • Genuine leather and high-grade stainless steel straps

The difference is we will sell our watches at a fraction of the price. How? By eliminating the middleman and all those hefty retail store markups.

It’s about fairness and transparency.

Let’s be honest, going with the “direct to the consumer” approach and bypassing all the industry short-cuts and cheap solutions will not make us the biggest nor the fastest growing company in the fashion watch world, but that’s fine with us. When we began this project 9 months ago, some of the values we had set forth were:

  • Build a top quality product at an affordable price
  • Be transparent with the whole process
  • Grow organically and stay close to the customer
  • Have an impact by incorporating social good

With the direct to consumer route, we are able to pass on the savings to you (the customer) and to those in the world that need a helping hand. As we’ve mentioned before, 10% of all net sales will go to a carefully selected charitable & humanitarian organization. This is our way to try and make a difference in the world as a modern responsible company.

These are some of the reasons why I’m putting my heart and soul in this project.

Now, if the UPS guy can deliver the samples on time, we will be able to prepare a lineup overview of our complete watch collection for you to see within the next few weeks.