Custom watches seem to be gaining traction as affordable, customisable and Kickstarter-born watchmaker Undone makes its way into Basel this year.
Undone was created by Michael Young in 2014, launched its first line of timepieces in 2015, and is now offering fully customisable Urban Chronograph watches for around $300.
The Urban Chronograph will be offered via Undone’s watch customiser, where users can build their own models with choices of case colours, hands, dials and straps. People can even use their name, initials and logo on the dial.
The Urban also houses a VK61A MechaQuartz Hybrid movement, accounting for the hours, minutes and seconds, as well as the chronograph subdials and a date window.
Watch customisation used to be unheard of in the watch industry, however Undone attending Basel this year and brands like Bamford Watch Department getting official endorsement with Tag Heuer shows a shift in consumer tastes.