Our Story

In 2012, we started out as a business team, part of a University Postgraduate Entrepreneurship Programme in Cape Town and today we have expanded across the boarders, to deliver our timeless, authentic, original watch designs.

Our aim was to take an everyday functional object and redesign it, in a more sustainable way, whilst still maintaining a timeless and authentic design. With ‘form follows function’ as our design mantra and our guiding principle, ‘simplicity’, we are committed to developing quality watches, made from natural materials, and without the unnecessary detail and branding.

Together with my incredible team, which expands to each individual who has a hand in delivering our products to the end customer, we have developed a sustainable business, brand and product, which I am proud to share with you! This is not just another wristwatch but rather a statement piece, which promotes authenticity, simplicity and timelessness. We want you to feel good about wearing our products and sharing our story and most of all, we want to encourage you to consider the time that you have in this life and to use it wisely!

~ Founder, Amy de Castro

Our Values


Our watches have a simplistic, authentic and timeless design, which means that it will compliment any outfit and will be suitable for every occasion. Your watch will not have any unnecessary details or branding and will naturally blend in with any style. An unassuming statement piece, worn equally by both men and women.

Green Revolution

Bamboo is a grass that grows naturally and rapidly in the wild and does not require any enablers to assist its growth. You can eat bamboo, you can use it to eat, you can eat on it, you can wear it, and you can live under it. Inspired by the versatility, durability and natural beauty, we choose bamboo as the core component of our products and aim to keep it in its authentic form, making each watch totally unique!

Social Responsibility

We are proud supporters of local enterprise and we choose to support and collaborate with other local small business, as much as possible. We pledge our support to local greening initiative, ‘Greenpop’, donating a portion of our proceeds monthly. We strongly believe in creating a greener, more conscious and sustainable environment. Through our actions, we aim to inspire you to get involved and start doing!