AndoAndoAndo is a Finnish microbrand built on a complaint its founder makes plainly: “I love the word inclusivity. Why? Because I always felt like I was excluded.” Men’s watches too big to wear, women’s too small to read. The answer was a deliberately mid-sized, genderless and ageless watch, and a catalogue that sets out to fill the gaps the industry leaves — among them a pendant piece that needs no wrist at all, and crystal-set dials for anyone who wants one.

The brand began as a side project. Its founder studied Environmental Design but spent over a decade in writing jobs, drifting back towards design through projects in Japan and Finland. A rough sketch in 2019 became the A-1 Automatic after several rounds of prototypes, and in 2020 the company was founded in Helsinki to put it into production.

The catalogue now runs to some sixty pieces, and its centre of gravity is music and nostalgia. The Vinyl Record watches — in quartz and automatic — turn the dial into a spinning record, and have grown into a run of limited editions with artists and fellow brands: Charlotte de Carle, Rex Darr, Jason Rak, Canuck Timepieces and the hand-painted NoracTime collaborations. Alongside them sit the A-1 and A-2 automatics that started it all, a Vintage Computer model drawn from the nine-track tape of an IBM System/360, and a forthcoming UFO. Prices run from around €280 to €450. The brand also sells mod parts and hand-painted dials for people who prefer to build their own.