Time becomes meaningful when it aligns with your values, your journey, and the legacy you choose to create.
For when you're not just late—you're on your own time.
This is the one that started it all. The custom "Who Cares I'm Already Late" dial isn't just a phrase; it's a mindset. Built on a rock-solid G-Shock core and finished with a premium bracelet, it's for those who play by their own rules.
“We don’t sell time. If you want the time, you have a phone. We sell an experience"
— Antonio Seward
Before
After
Everything we do starts with why
We believe in building better
Real people making great products
Our best-selling watches, chosen again and again.
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Frequently asked questions
Yes, we ship worldwide. Shipping options and rates will be shown at checkout based on your location.
Each piece is individually crafted with a focus on design, materials, and long-term durability, not mass production.
Because many of our pieces are made to order, returns are limited. If you have a concern with your order, contact us, we handle each case personally.
Our pieces are sourced through trusted and known suppliers and assembled with care by our team who meet our quality standards.
Yes. Selected models can be tailored to your preference in materials, finishes, and detailing. Customization availability may vary by piece.
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