If you are a reader of my blog then it's highly likely you are either involved in the watch industry or a lover of watches. Let me smack you with some knowledge. Last year the Daily Mail reported that one in seven Britons can only tell the time using a DIGITAL watch! It goes onto say that 32 per cent of these respondents said that they actually owned a non-digital watch, meaning that they wore one but couldn't properly use it , with 67 per cent saying it was just a fashion accessory." (Sam Webb Daily Mail 2014) So what do I take from this apart from a failure in the British education system (thank God they haven't conducted this survey on Oz)? Watches need to be more and do more, constantly evolving in fashion and technology. To stay contemporary with so many other gadgets, phones, tablets etc. to tell the time we need to be ever expanding our ideas in the watch world.
TRIWA is a company that recognised this trend early. In 2007 four best Swedish mates - Ludvig, Tobias, Harlad and Didrik decided that since time is constantly being presented on various gadgets, the purpose of the wristwatch should be be a statement of style, helping the wearer look and feel good. No they didn't have a Swiss watch-making pedigree, what they had was passion, a contemporary idea and a will to transform. They named themselves TRIWA (Transforming the Industry of Watches) .
Their collections presented seasonally like a fashion house rather than a watch company feature a Miyota movement, stainless steel case and mineral crystal glass. They are built like a typical fashion watch. What I do like are the organic leather bands. Partnering with Swedish tannery Tärnsjö, the high quality organic leather is nature friendly, ages beautifully and brings an earthly quality to these pieces. These beautiful bands just seem to push this brand a little bit higher for me. Now available in 20 markets and over 1400 selected stores worldwide you will spot it in your urban clothing boutique rather in a jeweller or department store which speaks to the transformation and mould breaking this company is about. Follow them on social media or find your local retailer at http://triwa.com/en/