UNDONE URBAN

When was the last time you spent your hard earned money on something you could truly call your own? Whether it’s sneakers, bags or shades, chances are you’ve shared seats with someone who was wearing the same.

What’s offered by the existing watch industry nowadays is extremely polarized between astronomically priced brands clinging on to antiquated associations with aviation, horses & hounds or cheap, mass produced pieces expertly repackaged as the “trend-bucking, new kid on the block”.

There was never a balance between accessibility and personalisation, let alone a watch that truly speaks for you.