We were often being asked when we'd design our first watch. It would, undoubtedly be an obvious and fitting asset to our collection. We gave it a lot of thought and realised that there are already a great many beautiful and simply designed watches out there. We were unsure what Minimalux could add to this seemingly already over populated genre. Given also that there are now many people who use their phones to tell the time we came up with something different yet familiar.