With the ‘origins collection
’ Lilian and Fred prove that there is a smarter and more sustainable way to consume, with no compromise on design
More than a product, Awake is a real life change, and we are more than happy to share the story with you.
We started this journey 2 years ago after we met while we were travelling in Asia. From this encounter was born a strong friendship.
Among other common interests, sustainability was something that brought us to more serious conversations. « Why is there so much pollution everywhere, threatening the places we love? Can we do something about it ? »
Low quality goods and planned obsolescence have created more products than we ever needed. Over the past ten years, we’ve produced more plastic than during all of the last century. With more than 22 000 tons of plastic waste entering our oceans every day, this issue isn’t going away any time soon.
There must be a better way to produce and consume goods! We decided to take a stance at it and tackle the problem. This is why we put sustainability and ethics at the core of everything we do.
Awake was born in our mind, and we just had to make it happens.
Being both watch enthusiasts was the opportunity to start
with a product we love, but also an object that could become
a sign of recognition for a community of people sharing
the same sustainable values.
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 different on the market. I wanted it to be minimalist in a way but also with a strong personality. Something we’d never seen before.
Our goal to create the most sustainable watch ever doesn’t mean we had to fall into the caricature.
Our inspiration comes from natural forms,
shapes and textures, and the sustainability is reflected
through our industrial processes.
Working with Lilian was a blessing because he has a strong knowledge of the watch industry. And he loves details. Like, a lot! We were then able to work hard on every aspect of the watch.
The hardest part has been the dial, as we wanted it to be pure, but not boring. Designed with a 3d shape inspired by ocean seabed and mountain terrain, its texture is a reminder of the organic side of our design. We made a large number of tests to get the final colors : electric blue, khaki green, sequoia brown and dark-grey-to-black. Their reflections are just beautiful, going from something very discrete to something much more vivid, depending on the light and the angle. We were satisfied enough that we decided to engrave our logo on the case back, the dial having enough character to do without it. A big job has been done on the case to get a subtle alternation between brushed and polished surfaces. Even on the buckle. As a result, it’s a pleasure to look at it from all sides.Last but not least, hands and markers has been coated with C1 SuperLuminova, which increases the visibility when the light comes down while giving a beautiful look in the dark. Our watch definitely focuses on accentuating emotional expression and natural impression. In the end, we’ve made a watch that highlights the successful combination of design and sustainability.
When it comes to making your idea a reality, you face massive issues. How and where are we going to find partners? Will you be able to keep the price low, despite your expectations of high quality? Within a few seconds, the thousands of watches that you’ve already imagined seeing, on cool people’s wrists, have disappeared. Instead, you realize that this is just the beginning. After scrolling through the web and meeting a few people, we quickly understood that we were going about this the wrong way. Poor quality was the norm, prices were not connected to the products, and the manufacturing processes were rather opaque.After a few months, I realized that you don’t find a good manufacturer by yourself; you need to get a solid recommendation from someone you trust. Luckily, I have worked for the media, in the luxury watch industry for years and this brought me some good connections. It was exactly the sort of valuable information, which you don’t just stumble upon easily. After three months of discussions, with my former clients, I finally heard the magic sentence: « Contact Nicolas on my behalf. Trust me, the guy is really reliable ».
A week later, we met Nicolas, a French entrepreneur, who has spent his life between France and Asia and who actually owns and manages a company that specializes in watch parts. Nicolas has been based in Hong Kong since the early 80s, and he has built up a great deal of industry trust through his practice of always prioritizing quality and technology. He had exactly the experience we were looking for, and a solid reputation. We could not have hoped for more… but we had anyway. Because Nicolas spends his free time on the nature trails, in Hong Kong’s mountains, he was also very sensitive to our approach and was open to help us as much as he could.
Deal! His company would be in charge of making our stainless-steel case, and then the assembly of all the components that were coming from our other partners: movements, dials, hands, straps and packaging. We ordered the prototypes straight after that. From this exact point onwards, we really felt as if we could make it.
We would finally fulfil our expectations: to produce a watch
that was made with no compromises on quality and ethics,
and at a very fair price.Unique craftsmanship, exquisite performance,
and unprecedented sustainability.