THE STORY

Every brand has a story.
Something just doesn’t come out of nothing.

The story of When Watches is not as long as the story of the actual watch though.

One account of the origin of the word “watch” is that it came from the Old English word woecce which meant “watchman”, because it was used by town watchmen to keep track of their shifts. Another says that the term came from 17th century sailors, who used the new mechanisms to time the length of their shipboard watches (duty shifts).

This story also starts with a sailor, or fisherman, named Athelstan. In a somewhat postmodern time and with an old english name, he worked as a fisherman in the mid north of Sweden.

His family emigrated from England when Athelstan was 14 years old and as his father, he started to work as a fisherman in the village. He always had a secret passion for clothes and fashion and as the fishing occupation grew smaller he started to look elsewhere for another job.

A small mall has recently opened in a town nearby and he got a job at a men’s clothing store. This job meant the world to him and he took his new occupation seriously and got a promotion rather quickly.

Today Athelstan is the founder of a big, successful company. For a while though, he had two jobs and in two very different industries. He often had to rush between them and time was of the essence.

The watch he wore was a hand me down with exquisite details not suited for hard conditions. At sea he always wore it in his pocket but now, at his new job, he finally got to wear it on his wrist. He made this a symbolic gesture for “making a dream come true”.

This story is not true though. It would have been beautiful if it had been. When Watches has no story. Just an idea and a dream.

The watch you wear is a statement of who you are.
We believe that together we make the story.
Together we make the dream come true.

And it’s starting…

When?

Now!