Our why

The Question

Why are our watches expensive?

That is a question I get a lot.
Sometimes it’s asked politely, sometimes not.
And often what people really mean is: what am I actually paying for?

The easy answer would be materials, manufacturing hours, and small production numbers.
All of that is true — but it’s not the deepest answer.

The real answer is that, to us, a watch is not just an object.
It is made with the person who will wear it in mind — their background, their effort, and their achievements.
And once a watch is made that way, it can no longer be cheap, fast, or simple to produce.

That idea defines everything.

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Where This Comes From

I didn’t arrive at this way of thinking through business plans or pricing strategies.
It comes from people.

From seeing how badly people can feel about themselves when something they’ve built their identity on is taken away.

Just from our local gym, I know a couple of guys who ended their lives after reaching a point where they could no longer operate at the level they once could.
They couldn’t do the things they used to do.
They weren’t that guy anymore.
And they couldn't handle it.

I believe this isn’t limited to sports.
It happens in every field, to people who have once been capable, respected, or driven toward something difficult.

When capability disappears, people often lose respect for themselves.
And when that respect is gone, nothing really matters.

That is where our slogan “A Bow to You” comes from.

It is not admiration.
It is respect.

We respect you.

That core reason for why I need to make watches is even reflected in our logo. Our bowtie emblem comes directly from that wordplay — and if you look closely, even the last “i” in our logo bows.

Martial Arts as the Language

Our watches are inspired by martial arts.

For me, martial arts represent one of the most honest and purest way a human being can express courage — the willingness to put oneself at risk.

In martial arts, there is no one else to hide behind.
No one else to blame in defeat.
It is you.

You choose to step into the ring, in front of all eyes, to test your capabilities.
You accept the risk that another human being could break you.
That risk is not symbolic — it is real.

That level of honesty is rare.

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Beyond Fighting

Martial arts are not important to us because everyone should fight.

They are important because they show something universal in its clearest form.

The same courage exists everywhere.
In building a company.
In taking responsibility.
In standing by your decisions.
In continuing when quitting would be easier.

Most people face their own cages in life — just without an audience.

Martial arts simply make that moment visible.
That is why they are such a powerful way to express what our watches are really about.

What our Watch Is For

The purpose of our watches is simple.

To help you respect yourself a little bit more when you feel it on your wrist.

Because reaching a position where you are able to own one of our watches has almost certainly not been easy.
And if it has been easy — then our watches probably aren’t for you.

I want the watch to remind you of what you’ve done.
What you’ve endured.
What you’ve built.

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Made the Hard Way

This brings us to our tagline: “Made the hard way.”

Something that is made easily — by cutting corners, relying heavily on subcontracting, or simply ordering a watch from a large factory with your logo on it — can never truly express the kind of struggle we go through as humans. That is why we choose the hard way.

That way of thinking naturally leads us to independent watchmaking. Not as a statement, but as a consequence.

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Doing the Work Ourselves

Recently, a colleague said to me:
“It’s not wise to do everything yourself.”

And I understand that.
It is easier to order parts from specialists. It is faster and more convenient.

But for me, this has never been about doing things the easy way.

There are areas where we are not yet fully self-sufficient, and where outsourcing is simply necessary.
Leather straps are made by skilled artisans.
Our watch boxes are made by a dedicated specialist.
Sapphires, gaskets, and certain components are outsourced because we don’t yet have the machinery to make them ourselves.

Still, the goal is clear.

To do as much as possible ourselves — not for the sake of saying “in-house”, but because every step we take into our own hands increases the value we can put into the watch.

The closer we stay to the work, the more responsibility we carry.
And the more responsibility we carry, the more meaning the final result can hold.

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Made in Finland

Making watches in Finland supports this approach as well.

There is no inherited watchmaking industry here to lean on. No fixed expectations. No shortcuts disguised as tradition.

That absence forces clarity.
Either the work stands on its own, or it doesn’t.

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What We Actually Want

We make watches the hard way because our goal is to maximize the baseline sentimental value they carry.

I don’t want you to merely look after the watch for the next generation.
I want you to truly own it.

That you wear it, and live with it, so it gains maximum value for you over time.

And when hard times come — because they will — hopefully the watch can fulfill its purpose.

And when the watch outlives you, it brings comfort to those close to you.
That they can feel your guidance, and remember you and the impact you had on their lives.