By Jake Galvez
The consumer-retailer relationship is a tricky one as to who defines who. In general, consumers like us tend to rely on the retailers on what we should get from plethora of things available. It does feel at times that the retailers sell whatever they feel like selling and we simply have to choose over what’s available in front of us. Hence, there was the popularization of the build-your-own or make-your-own concept. It gives us, the consumers, an upper hand in choosing and customizing our own purchases.
Customization is one of the ways to make our own purchase and essentially give its own identity. Although it has been around for quite some time, it’s always a value-added service if it’s available. Since we’ve all earned that well-deserved reward so why not splurge a to make it unique and personal. This week from Instagram @carvey_sam asks:
“Hi Jake, I love wearing watches that has its own flair. I can’t decide on what kind of style should I choose on my next watch purchase. What would you recommend?
Undone is paving the way for affordable yet customizable timepieces via their watch customizer. For any watch collector out there, you would know that “affordable” and “customizable” doesn’t go hand in hand. But this is where their claim to fame began with their project titled “The US$175 Watch Challenge by Undone.” This project was successful as it was able to raise HK$1,960,430 (approx. P12,511,400.35), exceeding its funding goal with 1,336 backers. This tremendously helped in launching the retro-inspired Urban Chronograph globally.
Undone is a watch startup that had its humble beginnings. Due to the great success of their flagship, the Aqua, founder Michael Young wanted to make a follow-up, but this time driving down the cost structure but still maintaining quality standards of their own watches. Michael is not new to this industry as he has already been serving and supplying watch labels such as the Swatch Group, Hublot, Omega, and Fortis, among others. To make this project work, he had to use his own extensive network and keep everything in-house which greatly reduced fees and markups from external partners.
The Urban Chronograph features a distinct signature vintage watch. It has a super domed watch crystal, convex dial, stepped bezel, stepped round chronograph pushers, big crown, and straight lugs. But with the new Urban Chronograph, it still maintains the retro look with some modern touch of improvements such as a modern upgrade to domed K1 hardened mineral glass from domed acrylic for maximum durability and scratch resistance. The leather straps included has a vintage single thread finish that has a modern twist of using quick release spring bars for a tool-less strap changing experience. The VK61 hybrid movement by Seiko Instruments provides a mechanical flyback sweeping chronograph and a reliable quartz-timing module. The pièce de résistance is, of course, the personalization options.
With the Urban Chronograph, you are given a handful selection of dial choices. The line-up is inspired by popular vintage watches, among them the Navitimer (Navi), Autavia (Auta), Speedmaster (Speedy), Daytona (Newman), and Dato Compax (Killy).
With Undone, you can select and choose your own case coating, dials, casebacks, hands, and straps.You can even upload your photo for printing on the caseback. The whole process allows you to infuse your own style,which suits you the most.
All Undone Urban retro style pullout packaging is inspired by the Paneria watch box back in the 50s. It comes with a watch compartment, as well as a slot that carries two extra straps.
Customize your own watch at Undone in Rustan’s Makati or go to www.undone.watch/series/customizer. Like www.facebook.com/undonewatchesphilippines or follow @undonewatches_ph on Instagram
Beauty or lifestyle questions, send it via Twitter & Instagram: @jakegalvez with the hashtag #AskJakeG!