Undone Moves Into the U.S. Market

Undone, the customizable watch brand that’s based in Hong Kong, is focusing on the U.S.
Michael Young built a reputation in the watch industry by collecting vintage watches, supplying companies such as Hublot and Omega with parts, and customizing Rolexes for high-end brands. Because of the high price points on custom watches, which start at $ 20,000, Young thought there was space in the market for an affordable, well-made custom watch option and introduced Undone in 2014.
His relationships with suppliers and knowledge of the supply chain has allowed him to offer models that retail from $ 265 to $ 430. Having his own dial printers and in-house watchmakers has also helped. Customers are able to purchase a customizable watch from Undone’s e-commerce site to select their own dial, case, hands, strap and engraving on the back. Undone has also recently partnered with Peanuts on a capsule collection that offers more characters than usual because of its customization abilities.
“A lot of watch brands are starting to launch characters on special editions, but there is no flexibility,” Young said. “We think consumers should have a choice and be able to create something they love.”

Watches by Undone. 

Having a physical presence in Asia has helped build up brand

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