Our Story

My mentor Uwe owns a Submariner and a Datejust.

When I asked what he wanted for his birthday, he didn't want another watch.

He wanted to build one.

Uwe's successful. Sophisticated. Impeccable taste. But what he really values is creating something with his own hands.

I grew up in Munich. My grandfather was an inventor. My father loves vintage BMWs and spent Sunday afternoons explaining how they worked.

The watch industry gives you two choices: drop thousands on a luxury piece, or settle for cheap fashion watches.

Nobody offered what Uwe wanted.

So I built him a kit.

German-curated components. Seiko movement. Sapphire crystal. 316L steel - the same grade in watches ten times the price.

When Uwe opened the box, I watched his face.

He spent three hours at his kitchen table, fully absorbed. Just him and the components becoming something real.

Now he wears it more than his Rolex.

Because every time he checks the time, he remembers what his hands created.

We're not replacing luxury watches.

We're offering something luxury can't buy.

Our customers own Omegas and Tudors but want to understand what's under the dial. Sons buying gifts for fathers. Partners creating something meaningful. People who've realized the story behind the watch matters more than the logo.

Over 1,500 people have built watches with us.

Not one has needed our "we'll build it for you" guarantee.

When they're done, they don't just have a watch. They have proof they can create something lasting with their own hands.

You can buy anything.

But you can't buy the feeling of making it yourself.

We're building for people like Uwe. People who value experience over branding. Creating over consuming.

The components are German-curated.

The movements are Japanese precision.

The experience is entirely yours.

Simon