Our Story

First things first, don't mistake our friendliness and humorous approach for a lack of professionalism. We are just trying to build something unique, that matches our personality, and hopefully yours.

How it started?

Picture this: It's 2020, the world is in lockdown, and the only thing I own is my trusty apartment. One day, while staring at my wrist (and the sad, empty space where a stylish watch should be), I had a wild idea. Why not sell the apartment, get the biggest bank credit possible, and use the funds to create a personal brand, and start a business? Sounds mad, right? Well, that’s precisely what I did.

Why it started?

You see, the watch market had a gaping hole. Affordable, well-designed watches were as rare as loo roll during the pandemic. In the under 100₤ market or even more, only Casio and perhaps Timex bring something valuable, which is weird, because good design doesn't cost money, it costs creativity. So, with nothing but a dream and a dangerously optimistic spirit, I set out to fill that void. And thus, our brand was born – right in the midst of the craziest year in recent memory.

Since our launch in 2020, we've been on a mission to bring you timepieces that don’t just tell time, but also tell a story. We believe that looking good shouldn’t cost you an arm and a leg (you need those for wearing watches, after all). Our designs are proof that you can have both style and affordability, without sacrificing quality, and we really mean that. And why not, also make a profit for myself while I'm at it (that part I'm still working on, I am wildly in debt).

Which it started? (we're not very good with words)

We’re not just another watch brand; we’re your wrist’s new best friend. Our watches and accessories are designed for those who appreciate the finer things in life but don’t fancy splashing out a fortune. We combine sleek design with pocket-friendly prices, making sure you never have to choose between buying a watch or paying the bills.

Join us on this journey as we continue to build the new generation of brands with our unique blend of humour, style, and British charm. After all, time is precious – so why not spend it wearing a watch that makes you smile?

With Love,

Daniel - Founder of the friendliest brand, DRACO.