How did a 6-month-old brand get in the G7 summit?

In January 2019, when the organization committee of the G7 contacts us to meet us, we first believe it is some kind of joke. Two days later, we are...

THE MOVEMENT ISSUE

When you launch a new watch brand, choosing the movement is a lot more strategic than you might think. This is truly the heart of the watch. We nee...

THE SUSTAINABLE PROCESS

Here we are – the heart of the project. Right from day one, our mission was to prove that there is a smarter and more sustainable way to consume g...

THE MANUFACTURING

Let’s be honest guys, manufacturing is hands-down the most complex process in brand creation. Here is our story. Working on a brand that embodies y...

DESIGNING THE ORIGINS COLLECTION

When I embarked in this journey, almost 18 months ago now, I knew it would be a challenge for me to design a watch that would bring something diffe...

THE GUYS BEHIND THE PROJECT

Hi guys, this is Lilian. If you’ve read our previous chapter, you should know by now that AWAKE is the story of friends with the common desire to ...